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.
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