I wrote this Happy Chinese New Year film for 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 热闹, or, noisy bustle of happy preparations, as important as the celebration itself. They would broom out the old year, decorate, and cook while kids played freely and today's adults long for the bygone atmosphere of their childhood.
Aware that Western brands cannot expect to enter the family home without being culturally relevant, we felt FC Barçelona could help to bring people and families together.
We follow 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 热闹, or, noisy bustle of happy preparations, as important as the celebration itself. They would broom out the old year, decorate, and cook while kids played freely and today's adults long for the bygone atmosphere of their childhood.
Aware that Western brands cannot expect to enter the family home without being culturally relevant, we felt FC Barçelona could help to bring people and families together.
We follow 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
