CAMPAIGN CREATIVE PROPOSAL .
On January 29th, the Chinese New Year will be celebrated, a date steeped in ancient traditions.
Among these, one stands out as the origin itself: The Legend of Nian.
Nian (年兽) is a mythical beast that lives beneath the sea and emerges
from its hiding place at the beginning of spring to attack people, especially children.
The Chinese word for "year" is derived from the arrival of this creature.
A popular Chinese New Year phrase, guo nian (過年), translates to "the passing of the beast."
A popular Chinese New Year phrase, guo nian (過年), translates to "the passing of the beast."
The beast would rise to the surface, devouring everything in its path. Coastal villagers, fearing its arrival, would flee to the mountains to seek refuge.
But a mysterious elderly man with gray hair, seeking refuge in the village, discovered the only way to drive it away:
The color red.
But a mysterious elderly man with gray hair, seeking refuge in the village, discovered the only way to drive it away:
The color red.
This tradition became the foundation of the Chinese New Year, known as the "passing of Nian," symbolizing the passage of time and its relentless nature.
Nian represents both the cycle of time and death, emerging from the mysterious depths to remind humans of their finite existence,
prompting them to seek refuge from its inevitability.
The old man symbolizes wisdom, spirituality, and ingenuity. He offers people the gift of time to prepare for the new year without fear,
transforming it into a celebration.
In this Milfshakes campaign, we explore a symbolic connection using the color red as the guiding thread.
In Chinese tradition, red is a color of power and protection, and this is the message we want to convey in the campaign, blending it with the signature red of Milfshakes.
By linking the myth with the brand’s essence, we create a visually striking narrative that communicates the strength of the new year’s beginning, with the entire campaign revolving around this mysticism.
In Chinese tradition, red is a color of power and protection, and this is the message we want to convey in the campaign, blending it with the signature red of Milfshakes.
By linking the myth with the brand’s essence, we create a visually striking narrative that communicates the strength of the new year’s beginning, with the entire campaign revolving around this mysticism.
The campaign will consist of several parts and products:
A unique clothing collection where we will merge Milfshakes' s distinctive codes with the Chinese legend and culture.
Through this proposal, we will explore the symbolism of red, an iconic color of both the brand and Chinese tradition.
Each piece of the collection will be a visual representation of this cultural crossover,
creating a narrative that connects the modern with the ancestral, taking the essence of Milfshakes to new horizons.
Through this proposal, we will explore the symbolism of red, an iconic color of both the brand and Chinese tradition.
Each piece of the collection will be a visual representation of this cultural crossover,
creating a narrative that connects the modern with the ancestral, taking the essence of Milfshakes to new horizons.
We will create a series of exclusive objects to accompany the entire proposal.
These examples are initial ideas that could be adapted or refined once the campaign is approved.
The objects will be inspired by Chinese porcelain, with its distinctive shapes, designs, and materials.
Just like with the clothing, we will blend elements of Chinese culture and the Nian legend, bringing them into the Milfshakes universe.
OBJECTS:
1. THE FIRST MILFHSAKES PERFUME
Create a unique Milfshakes fragrance, where the bottle is as important as the essence itself.
2. VASE SHAPED AS ASTERIK LOGO
Inspired by the work of the artist Li Lihong (2015).
3. PORCELAINE GRILLZ
4. FAROLILLO DESIGN LAMP
A design lamp inspired by the Chinese lantern.
VISUAL CAMPAIGN
All these garments and pieces will take on even more prominence throughout the entire visual campaign.
This spot combines a deeply emotional narrative with a touch of fantasy and tradition, elevating the legend of Nian with a cinematic visual approach.
The piece begins with animation: we see Nian gliding through the dark waters of a river, a majestic and terrifying creature cloaked in shadows and flashes of red.
As Nian emerges from the water, the animation subtly transitions into live-action, revealing a rural setting and an old house decorated for the Chinese New Year.
Inside, a father and his daughter celebrate. The atmosphere is warm yet melancholic, marked by the absence of the mother.
All these garments and pieces will take on even more prominence throughout the entire visual campaign.
This spot combines a deeply emotional narrative with a touch of fantasy and tradition, elevating the legend of Nian with a cinematic visual approach.
The piece begins with animation: we see Nian gliding through the dark waters of a river, a majestic and terrifying creature cloaked in shadows and flashes of red.
As Nian emerges from the water, the animation subtly transitions into live-action, revealing a rural setting and an old house decorated for the Chinese New Year.
Inside, a father and his daughter celebrate. The atmosphere is warm yet melancholic, marked by the absence of the mother.
Sitting together in front of the television, the father embraces his daughter and hands her a carefully wrapped gift. Inside, an antique perfume—the same one her late mother used to wear.
Moved, the girl heads to the bathroom to store it.
Before doing so, she delicately applies the perfume to both sides of her neck, evoking her mother’s memory and seeing her reflection in her own.
Moved, the girl heads to the bathroom to store it.
Before doing so, she delicately applies the perfume to both sides of her neck, evoking her mother’s memory and seeing her reflection in her own.
The house lights flicker, and the ground trembles. From Nian’s perspective, we see the creature approaching the house, drawn to its prey.
The creature bursts into the home and heads directly for the girl.
But just as Nian is about to devour her, it stops. Its nose catches the scent of the perfume; something in that smell stirs and restrains it.
After a few tense moments, Nian slowly retreats and leaves the house. The camera lingers on the girl, still frightened but unharmed.
In a final shot, the perfume bottle rests on the bathroom counter, softly illuminated, as we realize her mother has protected her.
This spot is a powerful homage to family, memory, and tradition,
using the perfume as a symbol of connection and protection across time.
The creature bursts into the home and heads directly for the girl.
But just as Nian is about to devour her, it stops. Its nose catches the scent of the perfume; something in that smell stirs and restrains it.
After a few tense moments, Nian slowly retreats and leaves the house. The camera lingers on the girl, still frightened but unharmed.
In a final shot, the perfume bottle rests on the bathroom counter, softly illuminated, as we realize her mother has protected her.
This spot is a powerful homage to family, memory, and tradition,
using the perfume as a symbol of connection and protection across time.