On February fifth, 2022, in celebration of the Beijing Olympic Video games, Yili’s (伊利, one in all China’s dairy giants) sub-brand, Zhixuan (植选, immediately translated to “Plant Choose”) launched a video, “” (京韵冬奥), fusing the traits of conventional Chinese language cultures, in collaboration with Qiu Jirong (裘继戎, a well-known Peking Opera artist) and Ling (翎, a Chinese language AI ).
The idea of integrating realism and digital actuality has been extremely praised by netizens, as it’s a breath of contemporary air from the normal superstar impact, along with this distinctive alliance between Qiu and Ling on account of their contrasting background.
Aligning with the theme of the Beijing Olympics, Zhixuan captured the essence of novelty and winter aesthetics by obliquely echoing winter sports activities into photographs of historical Chinese language traditions all through the video – together with Tai Chi (太极, a Chinese language martial artwork involving gradual actions and deep breaths) and chess.
For instance, each Tai Chi and determine skating pursue a steadiness between motion and silence; whereas taking part in chess and curling indicate intelligence; likewise, Peking Opera and snowboarding each discover the intense use of velocity and expertise.
This up to date synthesis of conventional oriental appeal and trendy athletic spirit showcased Zhixuan’s unconventional notion and fervour for Chinese language tradition, while acknowledging the trending topic of the Olympics.
Alongside the shocking alternative of characters, Zhixuan additionally launched a commemorative assortment of its merchandise by embracing a Beijing Winter Olympics-themed packaging, which has been immensely adored by folks.
The unique design is impressed by the three venues for the 2022 Olympics: Beijing, Yanqing, and Zhangjiakou (北京，延庆and张家口). It additionally adopted parts of Chinese language calligraphy, akin to thick and light-weight; form and spirit, to exhibit the gorgeous silhouettes of varied winter sports activities by associating with ink strokes of Chines characters.
The in-depth but minimalistic dialogue between the historic and avant-garde points of the video additionally subtly displays upon each Qiu and Ling’s characters – “real-life” and digital. Furthermore, the leisure aspect of the marketing campaign has portrayed the model’s philosophy of pure and wholesome dwelling.
Consequently, optimistic feedback have been gushed from all channels for its revolutionary concepts. As well as, Zhixuan enhanced its interplay with netizens by a random-gifting system on WeChat Mini Packages, which has attracted over 4 million views and tens and 1000’s of likes on the video.