Panda Express - "Traditions Shared"

The Many

The Many Pacific Palisades, United States

3953

Бренд: Panda Express
Страна: United States

Рекламодатель: Panda Restaurant Group

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	183 seconds
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