This animated Happy Chinese New Year story from FC Barçelona recognises that the pressures of China’s economic growth have created a fragmentation of families and a decline in cultural conventions – all 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 hectic preparations, as important as the celebration itself. Families would broom out the old year, decorate, and cook food while kids ran freely. As China’s wealth has grown, today’s adults long for the atmosphere of their childhood. In light of the insight, and aware that Western brands cannot expect to enter the family home unless they can make a culturally relevant contribution, we felt FC Barçelona could play a role in bringing people and families together. Laden with traditional cues, we follow the story of a young boy who, at a loss as his family prepares their home for New Year, sees, or imagines, FC Barçelona stepping into his home to help bring friends together. With over 6 million views in just 3 days, the film and social elements connected the brand and audience on a far deeper level than a simple Happy New Year message. This piece of culturally relevant reactive entertainment has strengthened Barça’s relationship with their Chinese fans.
Creative Director:Sav Evangelou
Art Director:Roxy Lu