SUB CATEGORY :

CINEMATOGRAPHY

COMPANY ENTERING :

BBH CHINA, SHANGHAI

TITLE :

A NEW AWAKENING

BRAND :

BURBERRY

ADVERTISER :

BURBERRY

AGENCY :

BBH CHINA, SHANGHAI

CHIEF CREATIVE OFFICER :

KELLY PON

CREATIVE DIRECTOR :

TIEXIN LI/LOUIS LI/BLUE LU/IRISY WANG

AGENCY PRODUCER :

WEISIAN LEE

ACCOUNT DIRECTOR :

SIYING GOH

ACCOUNT EXECUTIVE :

PATRICIA WANG

STRATEGIC PLANNING DIRECTOR :

SIYUAN AW

PRODUCTION MANAGER :

KEN WANG

FILM PRODUCTION COMPANY :

THE EYE ADVERTISING & FILM PRODUCTION, SHANGHAI

DIRECTOR :

DEREK TSANG

CINEMATOGRAPHER :

WAI KAI TAM

GAFFER :

WANJUN YAN

SCREENWRITER :

MANDY LAM

EXECUTIVE PRODUCER :

JOJO HUI

FILM PRODUCER :

TZUHUI CHIEN

PRODUCTION DESIGNER :

ZHENG TANG

POST-PRODUCTION COMPANY :

A POST, SHANGHAI

EDITOR :

YIBO ZHANG

COLORIST :

DAVID RIVERO MARTIN (DIGITAL DOMAIN BEIJING)

FLAME ARTIST :

XUHONG DAI

POST PRODUCER :

NANNAN XIE

SOUND DESIGNER :

JOE HUANG

SOUND STUDIO PRODUCER :

XUEQIAO PU

MUSIC COMPOSER :

VARQA BUEHRER

ENGLISH SYNOPSIS :

“WHAT DOES SPRING LOOK LIKE IN THE OUTSIDE WORLD?” THE PROTAGONIST HAD ALWAYS WONDERED ABOUT THIS SINCE SHE WAS A KID. SHE USES HER SENSES TO DEEPEN HER UNDERSTANDING OF SELF AND THE WORLD AROUND HER AND FINALLY REALISES THAT THERE’S A WAY TO EMBRACE SPRING AND TO EXPLORE THE UNKNOWN — AND THAT IS BY TUNING INTO YOUR INNER CURIOSITY.

ENGLISH CONTEXT EXPLANATION :

GROWING IN AFFLUENCE AND CONFIDENCE, YOUNG CHINESE MILLENNIALS ARE DISPLAYING A RISE IN CHINA PRIDE, DEMANDING GREATER CULTURAL UNDERSTANDING AND REPRESENTATION FROM INTERNATIONAL BRANDS. FEARING IT WAS LOSING TOUCH WITH CHINESE LUXURY CONSUMERS, BURBERRY WANTED TO REVERSE THE BRAND’S DECLINING AFFINITY AND RECONNECT WITH CHINESE CONSUMERS WITH THEIR NEW BRAND STATEMENT, “THE FREEDOM TO GO BEYOND” IN A CULTURALLY RELEVANT WAY. RECOGNISING THAT FOR CHINESE MILLENNIAL CUSTOMERS, LUXURY HAS SHIFTED BEYOND MATERIAL WEALTH AS THEY SEEK MEANINGFUL PERSONAL EXPLORATION, BURBERRY LEVERAGED CHINESE NEW YEAR, A SEASON SYMBOLIC OF NEW BEGINNINGS, TO INVITE CHINESE MILLENNIALS TO GO BEYOND PHYSICAL CONSTRAINTS, LOOK INWARD AND SEEK OUT PERSONAL AWAKENING. AS A RESULT, BURBERRY’S “A NEW AWAKENING” CAMPAIGN WAS ABLE TO GENERATE A HIGH VOLUME OF SOCIAL CONVERSATIONS AND EARNED PR AND GROW ITS BRAND AFFINITY.