The "Qingzhe Ling" under the banana tree startled me

March is here, and the spring season is here, which is suitable for outings and travel. Jiaoxia released a poem "Jingzhe Ling" on the day of Jingzhe, which is very moving and has made a name for its new "Jingzhe" outdoor shoes. Let's take a look at how they planned it and what the results are. It is recommended for those who are interested in brand planning and copywriting planning.

Today is the Jingzhe Festival, and spring is coming. Jiaoxia released a poem called "Jingzhe Order", which is really amazing.

• Brand: Jiaoxia
• Planning: Qun Yushan
• Singer: Tan Weiwei
• Director: Li Jingbo

Advertising film copywriting

subtitle:

On March 6, the frozen ground thaws

Spring thunder rumbles, all creatures startled and sing, the mountains and rivers obey orders

The Awakening

lyrics:

Thunder in the sky, with a roar, I want the world to shake up again

We walk sideways on the flat road

We twist and turn our way on the hard road

Let's jump and walk on the watery road

We walk on the prickly road like a cat

We walk noisily on the cold road

Let's walk along the sandy road kissing each other

Let's hold Nijiangjiang's path and walk along it

Let's turn around and go on this evil road

Qianshan apricot white

Thousand Miles of Peach Blossoms

The setting sun pours into the glass of wine

Follow me over the hill

Willow Leaf Cut

Thousands of green water swings

The carriages and horses sway the sleeves of the light shirt

Kyushu Youth Tour

Thunder in the sky roared

I want the world to shake up again

Shoulder to shoulder, hand in hand

There is no road left untouched

subtitle:

I want the world to shake up again

There is no road left

Banana Lightweight Outdoor

What do you think of when you think of outdoor product advertisements?

Is it wilderness survival, outdoor adventure, camping, or the enlightenment of life after crossing mountains and rivers?

But you would never have thought that you could ask Tan Weiwei to sing a song and integrate the performance of singing and walking into the product and the scene. The whole feeling is that we are doing a very new kind of advertising.

In the commercial, the behind-the-scenes strategy and creative planning team Qun Yushan created a new song for the brand.

The film begins with a perspective that breaks out from underground, depicting the Jingzhe weather of "spring thunder rumbling, all things startled".

The family of three was like animals awakened from hibernation, stretching and breathing fully in the long-lost nature.

Then, the company unveiled a pair of outdoor shoes named "Qingzhe" . This name is very clever. Since ancient times, people who have been dormant for a winter (or several winters) can no longer hold back their desire to go outdoors.

Tan Weiwei's powerful performance fully expresses the vitality of all things in the Waking of Insects. The song "Waking of Insects" makes the association of Banana Trees with outdoor spring outings bind, and it is all-terrain and all-scenario.

The lyrics of the main song explain what "all-terrain outdoor shoes" are, and the camera switching and scene transitions are perfectly coordinated with the lyrics.

We walk sideways on the flat road

We twist and turn our way on the hard road

Let's jump and walk on the watery road

We walk on the prickly road like a cat

We walk noisily on the cold road

Let's walk along the sandy road kissing each other

Let's hold Nijiangjiang's path and walk along it

Let's turn around and go on this evil road

Flat roads, hard roads, waterways, mountain roads, ice, beaches, and muddy roads are all covered. The most impressive scene is the "pull back from the brink" shot, which tells us how important anti-slip is.

Frankly speaking, many people may not be able to fully understand it after reading it for the first time, but you must remember "Jingzhe" and this pair of outdoor shoes named "Jingzhe".

Corresponding to the avant-garde advertising format, the product occupies the C position from beginning to end, and both the camera language and the lyrics are firmly focused on the product.

As David Ogilvy said: "Whenever possible, make the product the protagonist of the advertisement. If you think the product is too boring, let me tell you: there are no boring products, only boring advertisers."

In addition to the product, let’s talk about other understandings of this brand film.

01 I want the world to be revitalized, and there is no road in the world that cannot be traveled

The brand name "Jiaoxia" is taken from "under the banana leaves", which means that the lightweight outdoor lifestyle advocated by Jiaoxia is as cool and relaxing as the coolness under the banana leaves.

Jiaoxia first became known to the public for its "little black umbrella" that provides sun protection, and later on, its "ice-thin" sun-protection clothing that became very popular. Jiaoxia has always been doing business with God and has become a leading brand in outdoor sun protection.

Today, Jiaoxia has completed the upgrade from "outdoor sun protection" to "lightweight outdoor", creating a one-stop outdoor protection series category.

We should not only do business with "God", but also with "Earth", step into the all-terrain outdoor world and go to heaven and earth. Thus, this slogan came into being:

"I want heaven and earth to be revived, and there will be no road left in the world that cannot be traveled."

It is not only about stepping into the outdoors, but also about standing on the pattern of heaven and earth. Behind it is also conveyed a kind of open-minded and free-spirited spirit: no matter what the road ahead is, you can walk freely and calmly, no matter what kind of outdoor road conditions you are under, it is a natural daily life that you can get close to.

02 From nature, back to nature

If the lower limit of outdoor products is "protection", then the upper limit should be "natural".

How can Jiaoxia achieve the goal of being lightweight and without any extra weight when promoting "lightweight outdoor"? The answer lies in nature.

All things in nature have evolved over hundreds of millions of years to produce the most perfect "outdoor products": goat hooves, banana leaves, wild cat claws...

Jiaoxia uses these "bionics" technologies to create its "lightweight all-terrain outdoor shoes": the "goat hoof outsole" has a firm grip and no slipping, the "banana leaf bionic shell" is waterproof and anti-collision, and the "wild cat meat pad midsole" has soft shock absorption.

Only the technological beauty that comes from the original nature can allow everyone to feel the simplicity and purity of nature in outdoor life.

The overlapping of man and nature seems to echo the opening scene of Jingzhe, where man is used to simulate all things in nature.

In the field of outdoor products, there are many big foreign brands around. The pursuit of original nature advocated by Jiaoxia can also be understood as the admiration of national culture from a cultural perspective.

This also reminds people of the "Walking and Singing" performance in the film, which is a modern interpretation of traditional Chinese dance.

As a collective singing and dancing form, "Taege" requires participants to hold hands and put their arms around each other's shoulders, and mainly relies on the changes in dance steps to sing and dance.

Li Bai wrote in his poem "Presented to Wang Lun": "Li Bai was about to set off in a boat when he suddenly heard the sound of singing on the shore". The notes in "Zizhi Tongjian" also recorded that "the singers sang while holding hands and stamped the ground to keep the rhythm", which depicts the beautiful scene of ancient people holding hands to enjoy the spring.

Perhaps only this native culture grown from our own land can help us simplify and awaken the lightness deep in our hearts.

Only by traveling light can you go further and longer, both physically and mentally. I wonder if this lightweight all-terrain outdoor shoe from Jiaoxia will become so popular?

Author: kuang13

Source: Free shipping for copywriting (ID: kol100).