The Reunited Chinese New Year | WORKS- 大数跨境

电通创意

2025-01-20

导读：GAC Toyota crafted a pair of videos that showcase the cultural customs celebrated during the Chinese

Recognized as the most significant festival of the year, the Chinese New Year illustrates the genuine significance of ‘Reunion.’

However, a get-together does not always translate to a real reconnection, as many people often find themselves preoccupied with their mobile devices rather than the celebration.

INSIGHT

Looked into the intriguing differences in how Chinese New Year is celebrated in the North versus the South, GAC Toyota endeavored to restore the excitement of personal interactions and to remind everyone of the true value of reunions during the festival.

IDEA

We crafted a pair of short films that reflect the contrasting cultural traditions celebrated in Southern and Northern China.

A shared experience of reunion displayed across two smartphones.

Utilising a split-screen format, GAC Toyota created a striking connection between characters from separate storylines while showcasing them on two mobile devices simultaneously.

Though the stories unfold through distinct voices and scenarios, both captured a touching reunion amidst the celebrations of the Chinese New Year.

We launched the short films on GAC Toyota’s social channels, inviting audiences to share one of the films with their loved ones, allowing them to stay engaged both digitally and in real life.