| Заголовок | Traditions Shared |
| Агентство | The Many |
| Кампания | Traditions Shared |
| Рекламодатель | Panda Restaurant Group |
| Бренд | Panda Express |
| Дата первой трансляции/Публикации | 2021 / 2 |
| Бизнес сектор | Рестораны и кафе быстрого приготовления |
| История | Panda Express, the largest family-owned and operated Asian dining concept in the U.S., today launched “Traditions Shared” by Los Angeles-based agency The Many in celebration of Lunar New Year beginning on Friday, February 12. The new three-minute film, made in conjunction with Strike Anywhere and director Erica Eng, is a heartwarming story that invites the world to celebrate the traditions of Lunar New Year with Panda Express through the experience of good food, family and togetherness, especially those who might be unfamiliar with the holiday. |
| философия | The short film, shot safely in Los Angeles amidst the Covid-19 pandemic, follows a young boy, Jordan, through his first Lunar New Year celebration with his neighbors, The Lee’s, who celebrate every year with all of the traditional trappings of the holiday - mandarins for prosperity, authentic Chinese dishes and decorations, and of course, the giving and receiving of lucky red envelopes. As Jordan is invited into The Lee’s home to experience the Lunar New Year festivities for himself and learn about the foods, customs and traditions that surround the holiday, so too is the viewer. It’s not until Jordan is leaving that the film takes a twist, revealing that the celebration he experienced is actually set in the past and that this year, as many families are separated, Lunar New Year looks much different. There are fewer decorations and fewer people. We see The Lee grandparents celebrate virtually with their family members, and as the film nears the end, there is a knock at the door—in an act of socially distanced kindness, Jordan, keeps the tradition of sharing good fortune alive by giving The Lee’s a box of Panda Express Spring Rolls, symbolizing prosperity for the new year - the same dish he fell in love with during Lunar New Year many years ago. The film concludes with Jordan’s own family sitting around their table celebrating the holiday and not only keeping the custom alive, but also passing down the traditions of Lunar New Year to his own son around a warm and inviting table spread with a Panda Express Family Meal. Directed by Strike Anywhere’s Erica Eng, the behind the scenes was as intentional as the film itself. In regards to assembling the crew, Eng said, “It was important to have Chinese Americans in the roles that mattered to maintain cultural authenticity. From our production designer bringing items from her own home to decorate our sets, to our food stylist pulling inspiration from her own family's Lunar New Year meals, we wanted to make sure our culture was portrayed as correctly as possible on-screen." The film is the first from Panda since handing over AOR duties to The Many in 2020. It debuts today across Hulu and Panda’s social channels, and will run until February 28, 2021. As an extension of this multidimensional Lunar New Year campaign, Panda launched an all-new digital red envelope experience, inviting guests nationwide to spread good fortune and prosperity. Furthermore, Panda Express teamed up with Joy Cho, Founder and Creative Director of Oh Joy! to create limited-edition celebration kits for the whole family, now available at the Swag Shop |
| Тип медиа | Веб-фильм |
| Длина | |
| Менеджер по рекламе | Kevin Holmes |
| Менеджер по рекламе | Lisa Bryant |
| Менеджер по рекламе | Paige Hasama |
| Менеджер по рекламе | Alex Tsao |
| Менеджер по рекламе | Amy Molina |
| Менеджер по рекламе | Jessica Chao |
| Менеджер по рекламе | Arvin Dicioco |
| Executive Creative Director / Partner | Scott Harris |
| Креативный директор | Josh Paialii |
| Senior Brand Director | Kylie Wu |
| Стратегический директор | Ashleigh Edwards |
| Associate Director of Project Management | Svetlana Kornilova |
| Арт-директор | Cameron Bell |
| Копирайтер | Evan Chiplock |
| Продакшн Студия | Strike Anywhere |
| Директор | Erica Eng |
| Исполнительный продюсер | Victoria Guenier |
| Продюсер агентства | Kimberly Vorse |
| Линейный продюсер | Sarah Park |
| Casting Director | Claire Koonce |
| Casting Director | Charlene Le |
| Помощник директора | Kaelan Housewright |
| 2nd AD | Jordan Zhu |
| Оператор-постановщик | Ben Kitchens |
| Художник-постановщик | Stella Deng |
| Костюмы / Стилист | Eunice Jera Lee |
| Hair | Carol Choi |
| Гример | Cristina Waltz |
| Стилист продуктов питания | Anna Lee |
| Script Supervisor | Stacy Chu |
| Storyboard Artist | Tiffany Young |
| Редактор | Bowei Yue |
| Композитор | Aiko Fukushima |
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