Chinese New Year - The Netflix Way
Creative direction from Pinwheel:
The overview:
In Singapore, Malaysia, Taiwan, and Hong Kong, people celebrating CNY feel the pressure to stick to age-old traditions and superstitions. From feeling forced to spring clean to wearing red outfits we otherwise wouldn’t fancy, people in Netflix’s target
age group are weary of CNY’s restrictive rules. Being a brand that celebrates consumer control, we seek to inspire fans to enjoy Chinese New Year with a twist on the usual traditions. A hyperlocal element will be presented throughout, with the help of
a popular local personality as a narrator and guide.
The concept:
Picture the same format as Netflix is a Joke, except we bring a Netflix narrator into a variety of scenes. Our narrator introduces old CNY traditions, using Netflix characters and scenes to show the audience hilarious (and sometimes questionable) ways to update old-timey customs into something more suited to modern day needs and habits. For example, the narrator casually wanders into the frame of a scene in Ozark, explaining the perils of queueing up for hours just to deposit red packet earnings into the bank on an auspicious day. Why not keep your money close instead, like Marty, who lines the walls of his house with it?
We can choose a big celebrity that resonates across multiple markets, as well as scenes from top-tier titles.
Behind The Scenes
Boards
Wardrobe
Key Props
Credits
Client: Netflix
Main Actor: Man - Tat Ng
Agency: Pinwheel
Verity Snow, Eduardo Meza, Pearlyn Hoon, Castle Yen, Cherylene Chan, Shreya Sen
Chimney Group:
Chimney Singapore:
Executive Producer: Timo Josten
Director / Editor: Marten Lindsjo
Producer: Kevin
Post Producer: Struan Farquhar
VFX Supervisor / Editor: Robin
Flame / Color Grading: Makoto Amemiya
Sound Design: Martin Reiher
