Category: Integrated Film
Advertiser: DIAGEO CHINA
Product/Service: JOHNNIE WALKER BLACK LABEL
Agency: BBH CHINA
Production Company: XSTREAM PRODUCTION, Beijing, CHINA
Date of First Appearance: Mar 22 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: Jia Zhangke/Chen Cuimei/Wang Zizhao/Chen Zhiheng/Chen Tao/Song Fang/Wei Tie
Editor: Tan Chui Mui/Chen Tao/Song Fang/Wang Jing/Bu Yang/Zhou Jingjing/Shen Ao/Xie Qi
Sound Design/Arrangement: Zhang Yang
Lighting: Wong Chi Ming
Music: Lim Giong
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
Media placement: Cinema - - Mar.22, 2011
Media placement: Internet - - Jan.6, 2011
English Description
The creation of Yulu, a feature length film from 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. This film lays 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’.
Their 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 feature length film premiered at the 35th International Hong Kong Film Festival to a sold-out audience. Thirty second TV spots drove wider awareness of the project and directed viewers to an online site where the film was released in 12 segments. They were then actively propagated and spread by China’s bloggerati.
In just 8 weeks the Yulu campaign reached 19 million views.
The debate that the brand has sparked and framed continues to ripple across China.