How can you communicate your brand’s purpose?
Wanda is one of China’s largest brands. Its primary business is property and shopping plazas, but its operations now include everything from film and entertainment, to world sporting events and tourism. Ahead of their sponsorship of the FIFA World Cup, Wanda tasked us with creating content that would explain their brand purpose to both Chinese and Western audiences.
Previous Wanda communications had focussed on rational facts and figures, lacking emotion. Yet at the heart of the Wanda story is a desire to create places that bring people together. To tell this story we created a film that told a heartwarming story of a family who are brought together at a Wanda Plaza, a story of wisdom being passed across generations.
We created Chinese and English versions, as well as a longer edit that told the Wanda business story for audiences unfamiliar with the brand.