Burberry launches marketing film for Chinese New Year

By

Sandra Halliday

Published
Jan 18, 2021

Burberry has just unveiled a film dedicated to the Chinese New Year starring the brand’s ambassadors Zhou Dongyu and Song Weilong.

Like the wider new year campaign, it said the film “celebrates the luxury fashion house’s heritage of exploration and the outdoors”.

Called A New Awakening, it was directed by Derek Tsang and “follows the characters on a journey of discovery and renewal, framed by the five senses”. The company said the film “captures the spirit of Chinese New Year and celebrates the arrival of spring – inspiring optimism, a sense of new beginnings and a yearning to explore the unknown”.

Burberry creative chief Riccardo Tisci highlighted both the environment and also the importance of that new beginnings theme, which is something that’s particularly relevant for both the Chinese New Year and for 2021 in general as the world emerges from one of its darkest periods.

The British label’s promotional campaign for Chinese New Year also comes with a capsule collection  featuring a refreshed Thomas Burberry Monogram motif celebrating the Year of the Ox. The collection is available to shop in mainland China, Australia, Hong Kong SAR, Macau, Malaysia, Singapore, Taiwan and Thailand.