Playing with color dopamine in the Forbidden City, this "love" makes young people's DNA move

1. Beauty has more than one side

Dopamine Style Forbidden City Aesthetics Manual

TOPMy first feeling after watching this short film is: Isn’t this a “dopamine aesthetics manual of the Forbidden City”?

The entire short film is less than 3 minutes long, and uses two questions, one obvious and one subtle, to tell us about the aesthetics of the Forbidden City.

"What is beauty?" The article begins with this philosophical and soul-searching question, which is a clear question.

Zhuangzi's "The universe has great beauty but it does not speak" expresses the breadth of beauty. Sunlight, spring light, and the reflection of the glazed tiles of the Forbidden City are all beautiful;

Dong Zhongshu's "harmony is beauty" expresses the depth of beauty. The symmetry, color paintings and carvings of the Forbidden City are also beautiful.

In answering the question "What is beauty", the short film uses the words of Zhuangzi and Dong Zhongshu to solve the problem from a third-person perspective: "Beauty" cannot be defined, and beauty comes from everyone's love.

In the example-based demonstration, the short film strengthens its theme through the elements of the Forbidden City, and also foreshadows the hidden question: "What kind of beauty is the Forbidden City?"

White dragons, purple dragons, corner towers, hanging flowers, colorful paintings, gold foil... When the unique elements and colors of the Forbidden City come into view one by one, the dopamine switch in TOP's body is turned on, and he gains pleasure and happiness in the color aesthetics of the Forbidden City.

From the mythical beasts in the Forbidden City to the patterns in the Forbidden City, the beauty of the Forbidden City is not limited to one side, and different people who love it see the beauty of the Forbidden City in different ways. The short film uses a relaxed and cheerful literary and artistic method to show the multifaceted beauty of the Forbidden City, and also tells the public that Yili is inheriting and repairing every kind of beauty of the Forbidden City with practical actions .

2. "Passion" itself is a kind of beauty

5 stories to deepen brand connotation

If discovering beauty is a pleasure, then persisting in the love of beauty is a high-level romance.

In most TVCs that focus on "beauty", we often get fun but rarely feel romance. From the perspective of functional expression, it is a dynamic aesthetic manual of the Forbidden City. From the perspective of brand marketing, it uses the stories of five ordinary people who "love" beauty to mix a cocktail full of layers, awakening young people's sincere love for beauty in a way they like, and also establishing Yili's brand role of supporting every love.

The top note is fun——

37-year-old Lao Wang loves the dragons in the Forbidden City, and 9-year-old Xiao Doudou loves the mythical beasts in the Forbidden City. Their love for beauty is about finding fun. As we all know, dragons, fish, and Suanni are all mythical beasts in ancient Chinese mythology. Lao Wang and Xiao Doudou found that myths and legends have come true in the Forbidden City. Finding fun represents a positive and optimistic attitude towards life.

Photo: Lao Wang loves the dragon in the Forbidden City

The middle note is mellow——

Photographer Lao Lin loves the corner towers of the Forbidden City, and Xiao Lu, who loves magnificence, likes the patterns of the Forbidden City. Their love for beauty is to let more people see the beauty of the Forbidden City. Lao Lin uses his camera to freeze the morning and sunset of the corner towers of the Forbidden City, and Xiao Lu uses his brush to present the patterns of the Forbidden City to the world. This is the power of national cultural self-confidence.

Photo: Xiao Lu loves the patterns of the Forbidden City

The back tone is romance——

The passion of Mr. Sun and Mr. Ding from the Ancient Architecture Department of the Forbidden City and Yili is to protect the beauty of the Forbidden City and to continue the beauty of the Forbidden City by repairing it. This is why Lao Wang and Xiao Doudou have the fun of discovery and Lao Lin and others have the energy to record and spread the beauty of the Forbidden City. Feeling beauty can make people happy, and protecting beauty is naturally a romantic thing. From the restoration of the Forbidden City's corner tower to the century-old renovation of the Hall of Mental Cultivation, it is because of the passion for repairing the Forbidden City that beauty can still shine after years of baptism.

Photo: Mr. Sun and Mr. Ding from the Palace Museum's Ancient Architecture Department love to repair the Palace Museum

Beauty comes from passion, and passion is the core of the entire short film. Since proposing the brand proposition of "Quality comes from passion", Yili has continuously made more in-depth interpretations of the word "passion" from different angles, such as passion is the competitive spirit of sports, and passion is also the little happiness in life. In these stories about the beauty of "passion", TOP Jun also felt more connotations and energy of Yili's "passion":

Passion is a kind of energy, and life needs passion. As a leading company in the dairy industry, Yili not only provides consumers with high-quality products, but also focuses on guiding people's life concepts, advocating a healthier lifestyle, and allowing people to feel the beauty brought by passion in life. Behind the story of the beauty of "passion" is a positive and optimistic attitude towards life, which is also the core of Yili's brand keyword "passion".

Passion is a kind of persistence, and every passion is meaningful. The restorers of the Forbidden City's Ancient Architecture Department, represented by teachers Sun and Ding, study and repair the Forbidden City day after day, and every persistence of passion is full of value. As a strategic partner of the Forbidden City, Yili joins hands with the Palace Museum to help repair the "Forbidden City Records Library", calling on more young people to understand and perceive the charm of traditional culture, and take the initiative and persist in taking the responsibility of inheriting Chinese traditional culture. This respect and love for history allows the beauty of the Forbidden City to be better continued.

Passion itself is a kind of beauty, and Yili supports every kind of passion. Five stories and five different passions capture the multifaceted nature of beauty and convey that passion itself is a kind of beauty. In addition, the short film is titled "Passion Remains the Same, Beauty Always New". "故" is a pun, referring to both the same as always and the Forbidden City. "Passion" is the keyword of Yili's brand, because the same passion of generations of restorers and tourists has kept the Forbidden City beautiful and new.

3. Conclusion

Only by daring to be different can people remember you. In my opinion, there are three points worth learning from this social video shot by Yili:

1. Dare to break the comfort zone. Yili has always been a veteran player in sports marketing, and there are countless successful cases of using sports events to express the brand's "passion" proposition. This time, Yili took a different approach and joined hands with the Forbidden City to interpret the brand proposition from the perspective of protecting traditional culture, which is full of freshness. Although the opening chapter starts with the philosophical topic of "What is beauty?", it takes a different approach and does not define beauty. It interprets the beauty brought by "passion" by showing the multifaceted beauty of the Forbidden City. It not only makes people's eyes bright but also sticks to the brand keywords, which can be said to be a win-win situation.

2. Dare to be playful. The creative copywriting and fun painting style hit the DNA of young people. If you say that young people are hard to impress, maybe your approach is wrong. In addition to its exquisite conception, this short film can impress young people because of its light-hearted and humorous copywriting, and its visual packaging and shooting techniques are also very interesting. The imaginative collage animation, artistic treatment of large color blocks, a large number of zoom shots and relaxing music make the whole film cheerful. This "dopamine-style" expression is in line with the aesthetic taste of young people today.

3. Dare to be humble and express yourself sincerely, which is the best way to communicate. In this short film, Yili is one of the protagonists in the story, communicating with users as a character who also loves the Forbidden City. It is neither sentimental nor preachy, but tells users in a relaxed and happy way that Yili loves the beauty of the Forbidden City as much as everyone else, and is also doing its part to protect the beauty of the Forbidden City. At the same time, through these stories, the connotation of Yili's "love" is further enriched, allowing users to naturally feel Yili's corporate responsibility as a national brand and its sincere love for the inheritance of Chinese traditional culture.

Author: TOP Jun

Source: WeChat public account "TopMarketing"