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Airbnb unveils heartwarming animated Chinese New Year short

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To celebrate Chinese New Year, Airbnb has created a touching animation that tells the story of a young girl called Jia Jia, and the significance of the holiday she celebrates with her family every year.

The film centres on the age-old Chinese tradition of hanging a ‘Fú’ banner upside down, which symbolizing "good luck comes." Endearingly, it's a tradition that Jia Jia struggles to grasp from the outset, which leads to a cute exchange between the little girl and her father each year, as both keep flicking the banner up and down. 

The animation sees the family celebrate the holiday throughout the years until it is time for Jia Jia to fly the coop to the big city to pursuit her dream of a career in nursing. This, therefore, prevents her from returning home for Chinese New Year to celebrate with her family. 

Disappointed that they won’t be together for the holidays, her parents use Airbnb to offer a unique solution; while she can't go home for Chinese New Year, her parents can come to her. 

Produced by Final Frontier and Taiko Studios, the ad demonstrates how the brand’s properties can become homes away from home at a time of year where young Chinese are finding it difficult to return to their loved ones.

Discussing the animation, Airbnb China creative lead Justin Leung said: “We wanted to create something that we’ve never done before. By using animation, we brought Airbnb’s unique light heartedness to address an emotional topic and tell a story that Chinese millennials can relate to and feel could have been them or anyone they know.”

The film and its supporting assets continue to be rolled out as part of an integrated campaign leveraging numerous channels, platforms and collaborations across China.

Reflecting on the production, Leung explained: “The collaboration between Airbnb in-house creative and the animation teams at Taiko Studios and Final Frontier to make our vision come to life is an amazing milestone.”

Besides managing the overall production, Final Frontier drafted Taiko Studios to direct and execute the film and supporting visuals.  

Led by founder and director Shaofu Zhang, with teams in Los Angeles and Wuhan (China), he said: “The project was immediately personal to us. Much of our team in Wuhan is around the same age as the protagonist and we realized that many of us had the same experience of missing Chinese New Year at home.  It was such a good fit for us because of how closely we identified with the core message of home and family.”

Adding to this, Final Frontier executive producer Chris Colman commented: “We were excited to work with Airbnb on this project, and Shaofu immediately came to mind when we received the brief.  He and his team had that unique combination of genuine Chinese cultural insight combined with world-class storytelling sensibility and cutting edge execution developed over the years with Disney. It was the perfect fit.”

The film's release coincides with the announcement that Taiko Studios will join Final Frontier’s roster in Asia and South America.

Vote for the campaign below in The Drum's Creative Works.

: 'Fu'

Agency:
Client:
Date: January 2020
Spring Festival is the most important date on the calendar in China, when families separated by work and life necessities reunite, traditionally in the town where the children grew up.  
Titled “Fu”, the three-and-a-half minute 3D animation tells the story of Jia Jia, a young nurse whose pursuit of her career dreams in the big city prevent her from returning to her hometown for Chinese New year, much to the disappointment of herself and her parents.  Fortunately, Airbnb’s platform is on-hand to enable a unique solution.
Credits:
 
 
Production Company - Final Frontier
Executive Producer - Chris Colman, Julieta Zajaczkowski, Gustavo Karam
Lead Producer  - Yanyie Tran
Animation - Matias Sesti, Nicolas Agarzua, Patricio Passaralli
Illustrator - Isaac Hugo Barbosa
 
Client: Airbnb China
Creative Director: Justin Leung 
Designer: Vicki Sun
Copywriter: Iris Weng
Creative Producer: Ray Fu 
Senior Marketing Manager: Elaine Hui                   
Marketing Manager: Zhida Xu 
Social Specialist: Summer Zhang                         
Marketing Manager: Pamela Li
 
Animation Studio: Taiko Studios
Director - Shaofu Zhang
Co-Director - Andrew Chesworth
Producer - Hande Zhang
Production Supervisor - Erik Lee
Production Manager - Brandie Braxton
Production Coordinator - Hou Puyu, Xu Siyuan
Storyboard Artist - Connie He 
Visual Development Artists - Andrew Chesworth, Connie He, Noor Sofi
Additional Visual Development Artists - Chelsea Blecha, Felicia Chen, Susan Huang, Dia Jamandron
Assets Lead - Cimouns Xin
Assets - Lu Yi, Wang Shuo, Yang Tong
Additional Assets - Guo Jun
Rigging - Lin Lingwei
Rigger - Zebra, Junyu Peng, Ruixi Wang
Animation Lead - Yukang Liu
Animators - Andrew Chesworth, Erik Lee, Li Jianxun, Liu Jianxiong, Lyu Qinghui, Tao Mingming, Shaofu Zhang
Additional Animation- TungChing "Neil" Chia, Zebra,
Animation Supervisor - Leonard Han
Animators - Jason Liu, Yudong Zhang, Torry Wang, Lingchao Tao, Yihai Xie, Zhihe Ren, Xiaoyan Pan
Producer - Rainie Xue
Effects & Simulation - Wang Songtao
Lighting & Compositing - Chang Xin, Guo Jun, He Shuyi
Additional Lighting & Compositing - Kane Chang, Ron Shaw, Wu Wenting, Cimouns Xin, Chen Ying, Tang Yuling
Accounting & Finance - Brandie Braxton, Zhou Daiyi
Additonal Partners - Artineering, Santiago Montesdeoca, Alexandre Bléro
 
Animation Support: Blossom Pictures (Beijing) 
CG Supervisor CG - Brad Falk
Business Manager - Pablo Meng
Animation Supervisor - Brian Dowrick
Production Manager - Jingyang Zhao
Animator - Gaofeng Ren, Zhenxu Zhang, Shaohui Xue
Lighting & Comp Supervisor - Ning Lv
Lighting Artist - Haifeng Gao, Xiaoyu Bai, Nan Wang, Tianling Wang, Zexin Xu
Music Production Company: Ant food 
Creative Director: Lou Schmidt
Music Producers: Lou Schmidt, Fernando Rojo, Luis Bergmann, Pedro Curvello, Vini Nunes
Sound Designers: Fernando Ianni, Tiago Mago, Fabian Jorje, Pablo Mello, Emilio Daccorone, Bruno Broaska
Executive Producers: Christiane Rachel, Renato Castro, Monique Munhoz
Tags: China, chinese new year, Airbnb
 
 
 
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Check out the latest holiday ads here, and keep an eye on The Drum's ongoing Chinese New Year coverage.

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