Wufangzhai, made a French art film?

Wufangzhai's Dragon Boat Festival movie is actually a pure French stream-of-consciousness art film. What is the content of the film that allows rice dumplings to run through the entire film? This article will help you analyze what Wufangzhai's Dragon Boat Festival movie is about and what inspiration it gives us.

One of the annual reserved programs, the Dragon Boat Festival movie produced by Wufang Films has arrived as scheduled. When I clicked on it, it turned out to be a stream-of-consciousness art film in pure French?

The film describes the process of a French Michelin chef exploring how to recreate zongzi. It is literary, suspenseful, and philosophical. After eating it with the official subtitles, you can taste the familiar flavor of Wufangzhai.

1. Stream of consciousness, still Zongzi

This short film is so long that it seems to have been watched by many people. It is easy to associate it with a stream-of-consciousness literary film with a melancholy male protagonist, meditation, mumbling, and flashbacks. Fortunately, there is another protagonist familiar to the audience - Zongzi, which allows people to understand the main storyline.

How does a Michelin chef understand zongzi? He contacted his grandmother, bringing back a story like Duras's "The Lover". He contacted the lover in his memory, but the mysterious lady seemed to have disappeared in the timeline. He sought help from strangers online and came up with his own modern interpretation of the Dragon Boat Festival.

Finally, he had an epiphany and let his daughter and neighbors eat Chinese rice dumplings.

Glutinous rice, silk thread, animals and plants, people’s encounters, loves and memories, all wrap up to become civilization. It is the connection between people that makes the world come into being, exist and continue. Zongzi is the world model built by the chef.

The rice dumplings served by Wufangzhai this year are still full of human touch.

2. Wufang Universe expands again

Looking back at Wufangzhai’s previous Dragon Boat Festival science fiction blockbusters such as "Conical Universe" and "Return to the Golden Age of Humankind", we can find a formula: current hot technology topics + a worldview that goes beyond food advertising + classic human touch.

The film talks about zongzi, the universe, and the emotional connection between people in a new way. Although the form of expression of "World Model" has changed, the core remains consistent. The title of the film is obviously inspired by the earlier large model of Sora's video, and the poster also has the annotation of the large model of glutinous rice video.

So what is the theme that Wufangzhai wants to explore under the title of "world model"? AIGC has entered people's lives for a year, and its impact on society and the industry is beyond words. The release of Sora has visibly triggered another ideological earthquake. In the past, people's assumptions about AI were that humanoid robots would liberate humans from physical labor, but today we are already discussing how close it will be in the future for AI to replace a considerable number of people's mental labor. In this context, the discussion of the world model once again returns to a metaphysical ultimate question: how do people find the meaning of their existence?

3. A time-honored brand cares

Budgets are shrinking across the industry, witty copywriting that uses clever tricks to achieve big results with small ones and empathizes with urban workers is in vogue, and young people on social media are talking about "nearby" and "specific". All of this suggests that the era of high-concept brand TVCs is almost over.

As a time-honored food brand that believes that "as long as carbon-based life takes in energy in the same form, there is still room for survival", and as one of the brands that has achieved success in the youth and "playful" tracks, why does Wufangzhai still insist on discussing the universe and the world with people during the Dragon Boat Festival, which is a node of great significance to the brand? As a consumer category that is closely related to everyone's daily life, food has a natural advantage in emotional communication with consumers.

However, how to transform short-term emotional value marketing and viral content marketing with social currency attributes into long-term assets for a brand remains a difficult problem to be solved.

Wufangzhai chose to make itself a content IP with storage function, and took on more responsibility on the road of brand marketing. Through continuous efforts, it turned a seasonal delicacy like zongzi into a cultural symbol, connecting people with food, thus achieving an effect of "emergence" of brand value.

4. Appearing on Tao Piaopiao Open Day, how far can cross-industry cooperation go?