I wrote this Happy Chinese New Year film from FC Barcelona . Close to 7 million views in a week.
The pressures of China’s economic growth have created a fragmentation of families and a decline in cultural conventions – sacrificed in the name of progress. Traditionally, at Chinese New Year, families would reunite with the excitement of 热闹, or, noisy bustle of happy preparations, as important as the celebration itself. Families would broom out the old year, decorate, and cook while kids played freely. Today's adults long for the bygone atmosphere of their childhood.
Aware that Western brands cannot expect to enter the family home without a culturally relevant contribution, we felt FC Barçelona could help to bring people and families together.
We follow the story of a young boy who, at a loss as his family prepares for New Year, sees, or imagines, FC Barçelona stepping into his home to help bring friends together.
The pressures of China’s economic growth have created a fragmentation of families and a decline in cultural conventions – sacrificed in the name of progress. Traditionally, at Chinese New Year, families would reunite with the excitement of 热闹, or, noisy bustle of happy preparations, as important as the celebration itself. Families would broom out the old year, decorate, and cook while kids played freely. Today's adults long for the bygone atmosphere of their childhood.
Aware that Western brands cannot expect to enter the family home without a culturally relevant contribution, we felt FC Barçelona could help to bring people and families together.
We follow the story of a young boy who, at a loss as his family prepares for New Year, sees, or imagines, FC Barçelona stepping into his home to help bring friends together.
Over 6 million views in just 3 days. This piece of culturally relevant entertainment resonated with fans the world over.
W3 Silver | Global Marketing Awards winner | Drum finalist
