NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎ NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎ NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎
Rémy Martin
The Least CarelessHole Code｜#20220121
● CONTEXT
2022 is the Year of The Tiger in China, and Rémy Martin launch a CNY campaign during the Spring Festival. The theme is how to linkage with the Year of The Tiger and make people remember the meaning of the Spring Festival and grasp the rare annual “Excellence time” in the current negative environment.
● INSIGHT
People in modern age seem to be more and more “ Careless /马虎 ” during the Spring Festival, unable to write the couplets, can not manage a decent New Year’s Eve dinner, miss the Gala, even forget to bless others, therefore, we often say that “There is no festival air anymore.” But in fact, it’s only because the times are changing, we have more excellent ways to celebrate for our family, friends, all the people we care about, a Vlog, a homemade Omakase, a custom travel... we seem careless, because we know more and more how to celebrate the Spring Festival in our own ways.
● IDEA
To consolidate our concept continually, after the Mahu animation film, we invite paper-cutting artist Chen Fenwan to produce a Mahu art piece for Remy Martin and made a short film around her production process.
{ Give Mahu A New Definition }
A Paper-Cutting Combined Horse & Tiger
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{ Film Key Visual }
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{ Credits }
Fred & Farid
2022
{ Role }
Art Direction
Design Execution
{ Collabs }
Artist｜陈粉丸
Supervisors｜Quinn Jiang, Jenny Wei
Creative Direction｜Billy Liao, Adrien Goris, Feng Huang
Copywriters｜Yaya
Producer｜Charles Renard, Caroline Wei
Production House｜M.Y. Production
Director & DOP｜Gui Biao