Category: Internet Film
Advertiser: DIAGEO CHINA
Product/Service: JOHNNIE WALKER BLACK LABEL
Agency: BBH CHINA
Production Company: XSTREAM PRODUCTION, Beijing, CHINA
Date of First Appearance: Jan 5 2011
Executive Creative Director: Johnny Tan
Creative Director: Johnny Tan
Copywriter: Leo Zhang/Craig Howie
Art Director: Johnny Tan/Jeffrey Sun
Agency Producer: Jasmine Huang
Account Supervisor: Jasmine Huang/Joyce Hong/Natalie Ann
Producer: Eva Lam/Xiao Qi Nan/Zhang Dong
Director: Chen Cui Mei
Account Manager: Jasmine Huang/Joyce Hong/Natalie Ann
Planner: Charles Wigley/James Sowden
Director Of Photography: Yu Li Wei
Other Credits: Executive Producer: Jia Zhang Ke/Composer: Lin Qiang
English Description
The creation of 12 pieces of film using China's most influential documentary film director Jia Zang Khe, and 6 of his directorial protégées, was a visible, pointed departure from the glossy, manufactured insincerity of the international Spirits category in China.
The pace of change in China is unique. It is tangible. It is visible. These films lay bare the aspirations, commitment and depth of a group of young Chinese people (businessmen, actors, entrepreneurs, musicians etc.) who are committed to a new vision of progress in China.
They are raw, vivid and gritty portrayals of the achievements of a sample of China’s ‘new progressives’.
The stories tell us that a truly modern progressive China is so much richer, multi-faceted and surprising than the single-minded pursuit of wealth.
The films launched simultaneously at a launch event online and offline. They were then actively propagated and spread by China’s bloggerati. In 8 weeks they reached 19 million views.
The debate that the brand has sparked and framed continues to ripple across China.