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Context:
To celebrate the arrival of the New Year, Great Wall Motors - GWM
sought to embrace the festive spirit while showcasing the emotional and aesthetic power of its models. The … read moreobjective was to elevate the driving experience, transforming it into a symbol of celebration, escapism, and elegance.
Creative Concept:
The concept centers around a striking visual idea: an aerial perspective of a winding road that, through its curves, subtly forms the shape of a Christmas tree. This visual represents a "turn" toward a promising new year while highlighting the performance and precision of the brand's vehicles.
The Christmas tree, a key element of the aesthetic, is a minimalist and sophisticated celebration of the holiday spirit. Combined with an evocative tagline, it invites drivers to "take the road with more celebration" and approach the future with boldness.
Objectives:
Strengthen the association between the brand and values of celebration, design, and innovation.
Evoke positive and festive emotions in the audience through a compelling visual narrative.
Inspire a sense of discovery and movement, positioning the brand as a key part of new beginnings.
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