As the idea of localisation builds in China, brands are starting to leverage China’s famous city cultures. Both Chongqing and Chengdu, both huge cities in the South-west have started this trend, due to their spicy food, unique wildlife and reputation for enjoying life.
Recently, Uni-President (统一) launched a interesting culture-based campaign to launch a new “Sharing a City” packaging promotion for noodles. The campaign focussed on post-modern narrative of travelling and exposing the city of Chongqing – a location known for being spontaneous and passionate. Using a creative concept of city map, the campaign presented Chongqing as a place best navigated through your senses and emotions.
To promote the video-based campaign, Uni-President launched a series of online posters based the theme of “exploding your visual perspective” (嗨爆你的眼球). See below.
A reimagined journey through Chongqing
The noodles are the hero, as they bring together a guy and girl through a series of serendipitous moments, all created by the irresistible fragrance of the fresh noodles. The cast is chaotic, and very Chongqing, giant pandas, crazy fish, flirtatious locals, trams, mountains … all shot together through clay-based stop animation.
Great to see the richness of local city cultures being expressed by brands. Localisation is on the rise again in China, a natural expression of China’s rich and diverse culture, as the mega-nation finds its feet, and has the confidence to tell the wonderful little stories as well as the big ones.