pioneers a new model of commercial advertising and uses micro-films to tell brand stories
On September 7, 2021, it was produced by Beijing 88 Culture Co., Ltd. (referred to as "88 Culture"). Yili content label YTN studio joined forces with Jindian and An The series of micro-movies "Yiding Youxi" jointly created by the six major brands of Muxi, Yogurt, Zhennong, QQ Star and Shuhua Milk is online. This series of micro-movies is divided into three parts: "The Milk I Can't Drink", "The Questions I Can't Solve" and "The Words I Can't Say". The content of the stories ranges from "Records of the Life of Workers" to "Realizing the Real Life of a Nanny and a Baby" to As for the "mutual affection among young people", the plots are interconnected and intertwined, and the movie-like commercials are eye-catching. Since then, 88 Culture has produced a number of high-quality commercial micro-films, giving brand commercials a cinematic quality.
In 2022, the trilogy of Changan Ford's micro-movies "100% More Outstanding" - "The Healed Musician", "1 Star 1 Intention" and "100% Outstanding" will be released, jointly produced and produced by 88 Culture. The short film successfully builds a bridge of close communication between the brand and Generation Z through three embarrassing life stories. In a humorous and touching context, it subtly realizes the two-way communication between the cooperative brand and the brand's personified image.
On December 16, 2022, just before the World Cup finals, the football-themed short film "Shoot" produced by 58 Tongcheng and produced by 88 Culture was launched online. The film focuses on ordinary workers in the city, starring all Using amateur actors, a pyrotechnic shooting competition in the square outlines a warm group portrait of strivers from all walks of life who are positive and optimistic, love life, and pursue a sense of self-belonging. The short film tells real emotions in a commercial way. While conveying the spirit of never admitting defeat and hard work, it also pays tribute to the strugglers of the new era. The People's Daily People's Digital published an article praising the film for "using sports to convey the message to ordinary workers." The spirit of struggle."
Telling brand stories through micro-films, cleverly integrating brand culture with good stories with high resonance, and empowering brand culture with high-quality and interesting film narratives is a major trend in today's commercial advertising films. . 88 Culture has cooperated with Yili, Changan Ford, 58.com and other brands, and participated in the production of movie-level commercial films such as "Yiding Youxiu", "100% Better" and "Shoot" to provide a movie-level viewing experience. , creates a better narrative space for the brand, which not only strengthens the companionship attribute of the brand, but also shortens the distance between it and consumers. It can be said to have created a new form of marketing communication of "serialized movies" for commercial advertising. In this way, advertising films The presentation style is also more contagious and disseminating.
Discover and support outstanding works and help incubate high-quality content
In the field of film and television cultural content, 88 Culture has always been committed to being a creator and promoter of content. In June 2021, 88 Culture launched the "Golden Key Venture Capital" plan. Five directors Xu Zheng, Zhang Yibai, Wu Jing, Guo Fan, and Wen Muye, as the initiators of the venture capital plan, jointly uphold the principles of real investment, real filming, and real production. The principle of support aims to "define the new direction of high-quality content in the next ten years" and protect truly talented young creators. Among them, Liu Wei, chairman of 88 Culture, serves as the industry manager of the venture capital plan. After the official announcement of the
Golden Key Venture Capital Plan, it received a lot of attention and support from people in the industry. It received a total of 3,076 works submissions. Currently, 12 outstanding works have been selected as the annual film list and have been successively put into production. On April 8, 2023, the second "Golden Key Venture Capital" program held a launch ceremony at the Honorary Recommendation Conference, and announced the addition of the "Cibu" fund to support young creators. Industry manager Liu Wei announced on the spot that the total amount of the "Zibi" fund is 2 million yuan. This support fund provides more creative opportunities and material guarantees to creators who have just entered the industry or have not yet entered the industry.
Since the launch of the "Golden Key Venture Capital" program, more and more outstanding creators have participated, as well as more and more directors, producers, actors and producers, working together to help good stories take root.As the initiator and one of the core lineups of the venture capital plan, Eighty-Eight Culture has participated in the entire project initiation, call, and operation. It actively promotes the innovation and development of film and television content, provides strong support to film and television talents, and injects innovation into the film market. New energy.
Deeply explore diverse fields and carefully discover high-quality works
For a long time, Eighty-Eight Culture has insisted on embracing diversity, encouraging innovation, and supporting the incubation of high-quality products, providing a real development stage for industry newcomers and outstanding creators. Whether it is its full support and investment in the "Golden Key Venture Capital" plan or its pioneering and innovation in the direction of commercial micro-films, it has injected vitality into the development of the film and television culture industry.
Among them, 88 Culture’s attempts and explorations in musicals are worth mentioning. On August 11, 2023, the musical "The Myth of Love" (adapted from the movie "The Myth of Love") co-produced by 88 Culture was officially announced at the press conference. It is understood that the musical version of "The Myth of Love" has a very luxurious lineup. On the basis of restoring the original work, it also incorporates original music, jazz, tap dance and other elements into the rearrangement. Many movie fans are looking forward to it. Cultivating high-quality works is what 88 Culture has always insisted on doing. This musical adaptation of "The Myth of Love" is believed to be an innovative reinterpretation of high-quality content.
