Master Kong Ice Tea CNY MV “A Fire In The Winter”
“That’s right! It is A Fire in the Winter!”
When we introduced the creative idea for 2021 Master Kong Ice Tea CNY campaign, the brand team, who independently led brand CNY campaign for the first time, was obviously also ignited.
2020 is a year that everyone remembers deeply. In this special context, CIVILIZATION team has explored a more suitable expression for “LET’S PLAY”「燃痛快」spirit which Master Kong Ice Tea has kept communicating over the years: zealous Chinese youth on their mettle are “A Fire in the Winter”-by standing up and blazing their youthful passion when facing challenges, they’ve ignited hopes and dreams, and brought reunion moments to thousands of families.
If the young people ignite their passion, the country will grow passionately. Taking "A Fire in the Winter" as the creative idea, we hope to closely link the brand spirit with the spirit of our era and on-trend culture. Thus, on the occasion of 2021 Chinese New Year, Master Kong Ice Tea, leading product in China’s beverage market, proposed a more ambitious brand vision #痛快中國燃# (Ignite China’s Passion), encouraging Chinese youth to bring this spirit to more people and starting a new year with China’s passion blazed.
"The song is nice and the MV rocks!”
As a classic song, "A Fire in the Winter" itself brings more possibilities for developing innovative content and communication.
By leveraging this classic song, brand has strongly resonated with new generation youth and successfully rejuvenate with fresh vitality.
In order to better interpret the brand proposition of #Ignite China’s Passion#, we adapted the song "A Fire in the Winter", and finally came up with current version that can be played widely while does not lose the classic essence. CIVILIZATION’s young team worked with Rapper, Singer and Song Writer NW to put new generation’s attitude and voice into the new lyrics.
Thanks to the excellent performance of brand spokesperson William Chan and RAN（燃） representative Meng Meiqi and NW, Master Kong Ice Tea brand song “A Fire in the Winter” was finally complete, delivering perfect fusion of rock and hip hop! At present, the full version of brand song has been launched on digital platforms including We Sing and Tik Tok, and has also made a stir at the Music Festival.
The MV draws a vivid group portrait of the most "RAN" Chinese youth, and releases the most passionate inspiration power of “Fire”.
After more than two weeks of shooting and framing across Shanghai and Harbin province, true stories and experiences of five groups of young protagonists were captured in the MV:
The "Spider-Man” who works dangerously at high-altitude while still not forgets to be romantic; the skater who is not scared of falling down and never give up; the "new comer in office" who works hard every day and night; the delivery worker who brings his enthusiasm of life to more people; and young volunteers who have contributed to public welfare and environmental protection...
With authentic shooting style, the MV reproduces the inspiring moments of them working hard in this year and the warm scene of family gathering, while Master Kong Ice Tea helps ignite the "Fire" in their hearts and pushes the atmosphere of the new year to a new high.
"for RAN, there is more than these ...”
Compared with MV’s complete version focusing on triggering delicate emotional resonance and telling the full creative idea, the 15-second TVC version is more focused on trying to break through the consumer's psychological defense line, and carry out “brainwash” communication.
We‘ve invited renown street dancer Ye Zheng and his studio to choreograph the “Ice Force Triangle” dance in the TVC. We’ve then enhanced the visual elements of the dance and invited William Chan, Meiqi Meng and youth characters to help spread this energy throughout China.
In addition, Master Kong Ice Tea will launch "Golden Ox” limited gift pack and "Golden Ox” limited can-packaging products across e-commerce platforms, helping bring #Ignite China’s Passion# spirit to more people.
At this Chinese New Year, together with Master Kong Ice Tea, and with thousands of young people, let’s get together to ignite the fire in this winter!