Ad Nut
Jan 20, 2021

Burberry heralds 'A new awakening' in CNY campaign

Zhou Dongyu and Song Weilong appear in a campaign that aims to capture the optimism of spring.

Burberry has debuted a 6.5-minute Chinese New Year film, ‘A new awakening’, developed by BBH China. Derek Tsang directed the film, which features brand ambassadors Zhou Dongyu and Song Weilong.

The brand asserts that the film eschews conventional CNY plotlines to instead offer a sensual, dreamlike rumination on renewal, which of course seems especially pertinent this year. 

"It’s important for the brand to reflect and remind our audiences that new awakenings and discoveries can still be had, albeit from within, as long as we embrace the spirit of exploration and adventure," Kelly Pon, chief creative officer at BBH China, said in a release. "And this is a message that only Burberry, a brand steeped in a history of designing and providing clothing for fearless explorers, can tell."

There's also a 60-second cutdown of the film:

As often seems to be the case, Ad Nut finds the shorter version far more compelling. While watching the long version, Ad Nut's brain goes off in many directions trying to interpret things the way one would while watching a real film. Is the young girl Zhou's sister, or herself at a younger age? Why is Song coming angrily to Zhou's door during what seems to be a lockdown? Who are the motorcycle dudes? With the succinct version, there's no time for any of that, so the focus remains on the imagery. And therefore the uplifting spirit the brand is trying to convey comes through more clearly.  

The campaign also includes posters:

Finally, if you're into such things, the brand has also launched a Year of the Ox capsule collection, which is available in mainland China, Australia, Hong Kong, Macau, Malaysia, Singapore, Taiwan and Thailand.

Ad Nut's not interested, because Ad Nut was born with a finer coat than anything Burberry could ever come up with.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

Related Articles

Just Published

18 hours ago

The anti-trend trend: How Starbucks aspires to use ...

THE CMO'S MO: Inspired by Apple, Starbucks Asia's marketing head, Samuel Fung, is blending tradition and innovation with a back-to-basics approach to build loyalty in a competitive market.

18 hours ago

STB partners with NBA to attract fans from the region

The Singapore Tourism Board seeks to make the city state an attractive destination for sport fans, as it looks further afield to boost its ambitious goals for inbound visitors.

18 hours ago

X partners with Magnite to boost programmatic ad sales

Magnite joins Google and PubMatic as official third-party sellers of X’s ad inventory which can help fill unsold inventory and attract more advertisers.

19 hours ago

Love looks different in Asia now, and so should ...

More people in Asia are choosing singlehood; it’s time brands moved beyond dated romantic tropes to catch up with times for V-Day marketing, argues this writer.