Unveiling the Hidden Gems of Apple’s Chinese New Year Campaign: A Resilient Story of Chinese Opera1 min read

For a really long time, Apple has tracked down different ways of commending the Chinese New Year through the elevated capability of its products— mostly, the iPhone.

This year, the brand shed light on the culture behind the biggest festival of Chinese tradition: the Chinese Opera. And guess what? The whole spot is reportedly shot entirely on an iPhone 14 Pro.

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Made in collaboration with creative agency TBWA\Media Arts Lab Shanghai, the 18-minute spot titled “Through the Five Passes”, directed by Peng Fei, follows a youthful entertainer as he gets ready behind the stage for a major performance.

Watch the short film first:

While he holds on to go in front of an audience, he visits different performers who passed on the conventional Chinese Opera to seek after other works of art. Through flashbacks, we witness his own battles while acquiring the customary abilities to perform, like prodding from his friends and family, as well as his sheer will to perfect his art.

The film closes by featuring individuals and networks that keep on performing Chinese Dramas across China today.

One of the key highlights of the campaign is its ability to showcase the beauty and significance of Chinese opera, a cultural art form that has been passed down for centuries. It serves as a reminder of the importance of preserving and valuing traditional cultural heritage, and the role it plays in shaping the Chinese identity with utmost resilience.

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