Directed by Derek Tsang, BBH China's film celebrates the arrival of spring bringing a sense of new beginnings and a yearning to explore the unknown
Burberry has launched a poetic Chinese New Year film ‘A New Awakening’ that celebrates the luxury fashion house’s heritage of exploration and the outdoors, and conveys an optimistic message of renewal. Developed by BBH China, the creative agency of Publicis Groupe, the visually striking and dreamlike six-and-a-half minute micro film embodies Burberry’s new brand statement and seeks to establish a connection with the audience by reawakening their curiosity to the magic of Spring Festival.
Directed by Derek Tsang and starring Burberry ambassadors, Zhou Dongyu and Song Weilong, the film follows the characters on a journey of discovery and renewal, framed by the five senses. The film captures the spirit of Chinese New Year and celebrates the arrival of spring – inspiring optimism, a sense of new beginnings and a yearning to explore the unknown.
In a sharp departure from the conventional and clichéd plots of CNY advertising, the film sees Burberry and BBH China rethink the true essence of the Chinese New Year by focusing on the theme of 'new beginnings', an idea traditionally linked to the spirit of Chinese New Year. The creative idea also provides an entry point for brand to resonate emotionally with consumers, especially after facing the turbulence of 2020.
Kelly Pon, chief creative officer, BBH China, said: “Spring has always been about new beginnings. But CNY 2021 is like no other. Coming off an unprecedented year of upheaval and disruption, it’s important for the brand to reflect and remind our audiences that new awakenings and discoveries can still be had, albeit from within, as long as we embrace the spirit of exploration and adventure. And this is a message that only Burberry, a brand steeped in a history of designing and providing clothing for fearless explorers can tell. The film is inspired by the question that sets many explorers off on their journey - 'what is the world outside like?'"
Burberry also launched a Chinese New Year 2021 capsule collection, featuring a refreshed Thomas Burberry Monogram motif. It celebrates the Year of the Ox – a Chinese zodiac sign associated with the earth, power and calm. The capsule collection is available to purchase in mainland China, Australia, Hong Kong, Macau, Malaysia, Singapore, Taiwan and Thailand.