Tmall New Interpretation of Traditional Solar Terms
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    Tmall wants to spark Chinese brands with the 24 solar terms, erases the stereotypes of traditional brands and culture, and reintroduces them into… Read More
    Tmall wants to spark Chinese brands with the 24 solar terms, erases the stereotypes of traditional brands and culture, and reintroduces them into young people's lives.  LxU was invited to work on this project, therefore we reopened the traditional Chinese calendar, and trying to understand the exquisite rules of time in the perspective of modern generation. Read Less
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Ancient Chinese people used the 24 solar terms of traditional Chinese calendar to guide their lives, but today it seems like people almost abandoned the wisdom of our ancestors.

Tmall wants to spark Chinese brands with the 24 solar terms, erases the stereotypes of traditional brands and culture, and reintroduces them into young people's lives. 

LxU was invited to work on this project, therefore we reopened the traditional Chinese calendar, and trying to understand the exquisite rules of time in the perspective of modern generation.

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古人用来指导劳作与生活的二十四节气,貌似已经失去了在这个时代的话语权。

天猫引入国产品牌与传统节气相碰撞,希望寻找一种方式能够抹去二者的刻板标签,让传统文化与传统品牌,重新进入年轻人的生活圈。

LxU受邀合作本次项目。于是,小伙伴们一头扎进老黄历里,开始用现代人的视角重新审视先民们对时间的精妙总结。
Vernal Equinox
Yam
GRAIN RAIN
UMBRELLA
Client - 天猫/Tmall
Creative Agency - LxU Studio
Project Director - 李雨/Levi
Creative Director - 田振/Tarzan
Art Director - 魏婷婷/Una
Account Manager - 郭朕宇/David Guo & 陈武康婧/May
Copywriter - 一点/Xu & 丹/Donna
Design - 华原媛/O
Animation - 张思杰/Si Jie & 刘子航/Redrum