For many, Chinese New
Year 2021 will be very different from any other that has come before. But will
brands be taking a different turn too?
This time last year,
Coronavirus had already begun to affect the way people in China had to behave –
and it was starting to show signs that it was going to be a global problem that
stretched beyond Asia.
In spite of this,
2021 will be the first year that Chinese New Year looks very different for the
many Asian families who celebrate.
Coca-Cola has
launched its Chinese New Year campaign, ‘CNY Confessions’, based on some
real-life stories exploring the meaning of Chinese New Year, in a world that
changed with the pandemic.
The campaign,
conceptualized by Mccann Worldgroup Shanghai, is a pastiche of three
independent stories of three young citizens living in China.
STORY 1: Meiling is a
young teenage girl who lives in a bustling home filled with family and visiting
relatives and craves for privacy.
STORY 2:Xiaoming Wang
is another young boy who is always being asked to run around to run errands and
get stuff for the family – he is not happy since he prefers to play video
games.
STORY 3: Little Piggy
is a young boy who lives in the city and dreads the bumpy bus ride that he must
take to meet his grandmother who lives in a distant village. He is all she has
and she yearns for his visits.
In conclusion,
storytelling is still high on the agenda for many brands. And in lieu of the
tried and tested themes, the campaigns have turned out more creative than ever,
and the result is something different than sthe more traditional advertising
tropes.
VIDEO https://youtu.be/ku_yvNr-KJc
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