The Story of the Monkey King Family for Chinese New Year

Pepsi has launched an epic little video to mark the start of a campaign in China to welcome the Year of the Monkey.

Created by independent agency Civilization Shanghai, the clip tells the story of a young boy, the 6th little master, who longs to continue a family legacy by being a Monkey King performer.

 
 

Civilization wrote in a blog post:

2016 is the Year of the Monkey. So there will no doubt be a bevy of marketing campaigns showcasing the Monkey King or “Journey to the West”.

How can PepsiCo’s “Bring Happiness Home” celebrate the Monkey King, this mythological simian symbol of irreverence and fun (personality traits rarely found in the heroes of traditional Chinese literature), in a very PepsiCo manner?

 
 

Believe it or not, it was easy. Because the core values of Pepsi Cola, youth and irreverence, are the very qualities the Monkey King embodies.

Credits –
Creative Directors: Alex Xie, Stephen Zou, Miya Wang
Copywriter: Miya Wang
Art Directors: Stephen Zou, Andrew Lok
Agency Producer: Guo-Jun Yu
Client Management: Grace Dong, Abby Yu
Production Company: NUTS Film
Film Director: Andrew Lok
Assistant Film Director: Ling-Song Yu
Cinematographer: Ke-Nan Qi
Post Production: NUTS Film
Editors: Didi Xu, Yin-Jian Lu, Shao-Hua Huang
Producer: Didi Xu
Colorist: Ying-Jie Zhang
Music & Sound Design: Allen Zhang
Client: Danielle Jin, Shine Wei, Lia Pan, Yumiko Wang

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