SUB CATEGORY :

ORIGINAL MUSIC

ENTRANT COMPANY :

KARMA, SHANGHAI

TITLE :

THE OPENING

BRAND :

MENGNIU

ADVERTISER :

MENGNIU

AGENCY :

KARMA, SHANGHAI

CHIEF CREATIVE OFFICER :

KAMA ZHANG

GROUP HEAD OF ART :

BARA YANG

ART DIRECTOR :

LUCA LIU

GROUP HEAD OF COPY :

TRACY CUI

DESIGNER :

YALU LIN

ACCOUNT DIRECTOR :

MIAOZI PENG

SENIOR ACCOUNT MANAGER :

SEAL LI

FILM PRODUCTION COMPANY :

SHOOTING GALLERY ASIA, SHANGHAI

DIRECTOR :

ZHANG YIMOU/MATTHIAS ZENTNER

DIRECTOR OF PHOTOGRAPHY :

ZHAO XIAODING/VIKASH NOWLAKHA

CINEMATOGRAPHER :

DIMITAR STOYKOV/CHEN XIUHONG/CHAIRONG/CHANGCHENG

GAFFER :

GEORGES HARNACK

ASSISTANT DIRECTOR :

XIAONING NIU

EXECUTIVE PRODUCER :

SHIQING ZHAO/STAR HU

FILM PRODUCER :

STEVEN DING/ZOE ZHONG

LIGHTING :

ZHAO XIANZHANG

GRADING :

MICHELE RICOSSA

CASTING :

LIU DECHANG/NSANI MAYALA

STYLIST :

QIN XILIN/SOPHIE MORIN

WARDROBE :

ZHANG XIUYUN

EDITOR :

WANG YIREN/JOCHEN KRAUS

COLORIST :

MICHELE RICOSSA

FLAME ARTIST :

SYLVIA ROESSLER/PIXEMBLE MEDIA

SPECIAL EFFECTS :

FALK BUETTNER/LEON LOUKERIS

SOUND DESIGNER :

ROBERT MILLER

MIXER :

ROBERT MILLER

COMPOSER :

CHRIS ZHOU

CREATIVE SUPERVISION :

MATTHIAS ZENTNER

POST PRODUCER :

MARIYA ZENTNER

VISUAL EFFECTS :

FALK BUETTNER/LEON LOUKERIS

CG DIRECTOR :

MATTHIAS ZENTNER

SOUND DESIGNER :

ROBERT MILLER

MIXER :

ROBERT MILLER

MUSIC COMPOSER :

CHRIS ZHOU

SINGER :

HAIMURITAI/DUGUIMA/BAOYINWUDELEHU/EERDUNBATU/
GANGZHAORIGE

ENGLISH SYNOPSIS :

To express the core concept of "Let the world see everyone's ambition", we choose a "moving white giant screen" as the core creative symbol.It is like flowing milk in shape, and cleverly reflects Mengniu's category role under the condition of limited rights of the brand "milk".The curtain itself uses moving light and shadow as a visual language, expressing the concept of "being strong" through the most intuitive images.The shadow has no clear prototype, allowing more ordinary people to put themselves into it, rather than just belonging to professional athletes.They are bursting with energy because of their own strong will.
In Chinese, the word for "opening" literally means "pulling back the curtain”. A white screen that condenses the spirit of perseverance of all mankind echoes the background color of the Olympic flag, and visually completes the interpretation of "opening ceremony" in the Chinese context.

ENGLISH CONTEXT EXPLANATION :

What’s massive enough to draw the most attention during the Olympic? We found that the opening ceremony is the most widely concerned and discussed event in the world, especially for Chinese. For "Olympic opening ceremonies" , we’ve invited Zhang Yimou, the creative director of the Beijing 2008 & Beijing 2022 opening ceremonies, to present his "third opening ceremony.” The film was released on the opening day of the Paris Olympic Games.
For the Chinese people, the opening of the Olympic Games is not only a hot topic, but also represents a special national sentiment. In the past two decades, China has hosted the Beijing Olympic in 2008 and the Beijing Winter Olympic in 2022. Their opening ceremonies both have great success so that Chinese people feel so proud of them.

It is Zhang Yimou, one of most famous film masters, who created the great success of the opening of the 2008 and 2022 Olympics, making the “opening” not only a hot topic in society, but also a symbol of national pride.