In the middle of the year, a piece of "Dinosaurs Against Wolves" with tide in the soil became popular on the whole network;
At the end of the year, a film called "Dragon Dance" with tears and laughter was wildly painted.
The dragon, a surreal totem, is regarded as an auspicious thing that can spread clouds and rain, eliminate disasters and reduce blessings. People will dance dragons to pray for rain during drought, drive away insects after transplanting rice seedlings, and perform dragon protection before going to sea safety. Over time, Chinese children like to celebrate the Spring Festival, the Dragon Boat Festival and other traditional festivals with "dragon dance". In the Year of the Dragon, dragon dance has become an indispensable folk cultural movement.
"Dragon Dance", also known as "Playing with Dragon Lantern", combines martial arts, dance, folk music and other traditional sports and arts. For thousands of years, the prevalence of dragon dance is due to the backwardness of science and technology. In the face of some natural disasters, the ancients could not use their known knowledge and experience to deal with them, but placed their hopes on the divine dragon. What's the meaning of dragon dance now?
Many people believe that dragon dance is a feudal superstition, a kind of fancy boxing and leg embroidery, and a non elegant folk dance Entertainment, at best, plays the role of an "atmosphere group". Talking about "meaning" is a bit of a fuss, and it's called "self congratulation". But is it true?
Yangshao Liquor Co., Ltd WeChat video number Weibo, Tiao Yin and B Station flat The "Dragon Hunt", which was released simultaneously on Taiwan, uses a movie level New Year movie with a strong flavor of the year to perform the intangible cultural heritage version of the fire dragon dance. With a story of "father and son" and "old and new" redeeming each other, we have a new understanding of the shining thousand year dragon dance culture. A short film with only a few minutes set off the atmosphere of the Year of the Dragon warmly and moved. Yes, it is moving, humor, turning point, kinship, and flavor.
Bruce Lee: A company's creative planning is struggling to come up with a good idea about "hometown flavor".
Lao Wang: A descendant of the dragon dance team in a village is struggling to find people who are willing to participate in the dragon dance.
At the beginning of the story, the conflict between "not coming back for the Spring Festival" and "when" caught the eye. Lao Wang called his son, Bruce Lee, who works in the city, to ask when he would come back. But the answer given by the son who was already troubled by his work was the same as the excuse given by the villagers who did not participate in the dragon dance - busy, too busy.
The villagers are either busy playing chess or doing business, and then they are busy dancing square dance with their dance partners... When Lao Wang was at a loss for the dragon dance team, the good news is that his son, Bruce Lee, returned home early. The bad news is that Bruce Lee does not want to inherit the dragon dance, but to come back to find his hometown flavor so that he can finish his creative work.
Lao Wang didn't give up when he saw that everyone was busy with himself; When his son refused to dance the dragon, Lao Wang still didn't give up; But when the old teammates were unable to move, Lao Wang completely broke through the defense and got into self doubt: "Dragon Dance", is it really not meaningful?
Then Bruce Lee, who has been digging hard for the flavor of his hometown, understood that his father seems to be dedicated to dragon dancing, but he is actually guarding the flavor of his hometown. After understanding Lao Wang's persistence, Bruce Lee took the initiative to form a dragon dance team for Lao Wang. Lao Wang's persistence The spirit has also given Bruce Lee creative inspiration. With the gradual acceleration of the film's rhythm, the technology of this "old lead new" dragon dance team has become increasingly mature. The new generation of dragon dance team eat, sleep and train together, giving the audience a Hollywood style grassroots counterattack and the "sense of joy" of the birth of heroes. Finally, under the leadership of Lao Wang, this new generation of dragon dance, A hearty dragon dance performance was presented to the villagers, making a film full of New Year flavor.
From the perspective of commercial communication, this advertising film is very successful and in place. In fact, 90% of the film is a simple actor. In addition to the three members of Lao Wang's family who are professional actors, the villagers and the dragon dance team are real farmers. In order to restore the original primitive feelings, the producer has gone to great lengths to completely remove the performance traces from casting selection to site selection, repeatedly adjust the performance skills of ordinary people, so that the word "feelings" is deeply rooted in the hearts of the people and resonates. Many netizens said they had "tears" after watching it.
The dragon dance culture has been shining for thousands of years, and behind it are countless people who love it. It is also the common ground of dragon dance culture, wine making culture and Yangshao culture. Yangshao Culture spent money to create a film of laughter and tears, calling for "passing on love", arousing public opinion on the inheritance of traditional skills, and making the millennium dragon dance culture live and burn up!
The national prosperity is due to our belief and inheritance. Throughout the history of brand development since the 20th century, what can support a brand to become outstanding and long-term has always been a connection of dancing with the times, family and country, and social symbiosis, as well as the brand's original insistence.
Yangshao Wine Group, based on the promotion of Yangshao culture, traverses time and space, and not only profoundly demonstrates the ideological connotation and humanity contained in the excellent Chinese civilization The spirit and values of the times are also inherited in three "living" ways. Through modern and advanced cultural expression, communication and experience, they promote the exchange and integration of ancient culture and modern civilization, and highlight China Spirit Chinese style. The future of Yangshao Liquor Industry is foreseeable.
