How Bottega Veneta Redefined Lunar New Year Storytelling
Bottega Veneta has launched their 2023 Spring Festival video titled “The Way Home (一路向家)”. Following the poetic visual style seen in their Chinese Valentine’s Day campaign, the film once again adopts a quiet and cinematic tone. This time, it captures the emotional journey of people traveling by train, ferry, and bus as they head home for the holidays. Rather than relying on traditional festive imagery, the video subtly conveys the feeling that Spring Festival is approaching through scenes of movement and reunion.
Key insights
Point of View
In contrast to other brands using red as the theme colour or using many red elements in their Chinese Spring Festival video, Bottega Veneta‘s lunar new year video is using the brand’s theme colour green in the video. Which is successfully resonating with their audiences.
This different way of expression could also be found in the past case of the Apple’s 2018 New Year Video, named “Three Minutes (三分钟)”, which is reflecting a train attendant is always on duty during spring festival and the story of 3 minutes catch-up with her son on the platform.
Nowadays, more and more brands are starting to make differentiation in the massive campaign period where other brands making red flooding everywhere during the spring festival. This could be a good reference for next year’s spring festival video.
src:
https://socialbeta.com/c/14464
https://www.bilibili.com/video/BV1nW411H7D8/?vd_source=0370749c0a354d574fc37bda663ef3cb
Written by Eddie Zhao from internship summer bootcamp 2023
13 Jan 2023
