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The Background
In recent years, the volume of China's ready-to-drink milk tea market has continued to maintain a scale of 10 billion. Master Kong Beverages launched a new Chinese … read morecomposite tea subbrand, Dahongpao milk tea, based on China's famous tea Wuyi Dahongpao. Aiming at the Uni-President Assam milk tea based on India's Assam black tea, which occupies a dominant position in the market, Master Kong put forward the brand proposition of "Chinese people drink Dahongpao milk tea", hoping to enhance brand awareness under the trend of cultural confidence and the rise of national pride. Grab market share.
The Creative
What best represents "Chinese milk tea"? Starting from the traditional Chinese culture and the history of milk tea, we find the idea in the collection of paintings in the Palace Museum and find a very appropriate but unexpected celebrity for Master Kong's Dahongpao milk tea - Emperor Qianlong.
In history and Chinese TV dramas, the Qianlong emperor loves riding and shooting wrestling, touring mountains and rivers, and writing poems and inscriptions. Still, he has a little-known side - he is a big milk tea fan like contemporary young people! More than 200 years ago, Emperor Qianlong had the freedom of milk tea and tasted milk tea based on various famous Chinese teas, including Dahongpao milk tea.
Therefore, based on the true history and anecdotes of Emperor Qianlong's love of drinking milk tea. We made an animation video together with the Palace Museum. It is called "Qianlong Emperor's Milk Tea". We hope to introduce our product Master Kong Dahongpao milk tea and the history of Chinese milk tea to the younger generation who like traditional culture.
The Execution
Combining the documents and collections related to Emperor Qianlong's love of drinking milk tea provided by the Palace culture, we produced an animation video with both a sense of historical reality and a sense of contemporary interest to restore a vivid three-dimensional image of Emperor Qianlong who loves milk tea, and the brand role of Master Kong and Dahongpao milk tea are inserted into it.
This animation video has so many interesting details. Scenes in the video are copied from the Palace Museum's collection, every prop is from the Palace Museum's collection, and even Qianlong's poems and official positions are from real history.
Through this animation video, Master Kong promotes Chinese traditional culture, popularizes the history of milk tea, and enhances the popularity of Master Kong Dahongpao milk tea.
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