Modernising a 600 years old Chinese icon
Baijiu, the national spirit of China, has permeated people’s life, from daily get-togethers to premium business occasions. It signposts both personal tastes and social status. We saw an opportunity to turn its rich, historical heritage to become a contemporary, social badge about a new China.
承载着中华民族精神的白酒，不仅在日常聚会，还是高级商务场合，都已经深深融入到人们的日常生活之中。 它彰显出来的不仅是饮酒者的社会地位，更是他的个人品味。我们由此看到新的营销机遇——让白酒丰富的、充满历史感的文化传承，不仅仅保存在历史中，而是对当代中国社会、中国人的生活产生更多的启发意义。
THE IDEA AND EXECUTION | 创意和执行
Turn a 600-year historic baijiu brand to become a modern China national treasure.
将一个拥有600年历史的白酒品牌打造成当代中国国家宝藏。
With more than six centuries of Baijiu heritage, we created a television film for Shijinfang, titled ‘What’s the Meaning of Being Alive’. It tells the legacy of the brand, its ancient Chinese craftsmanship, its distinctiveness – executed with a sublime modernity to inspire today’s consumers.
以水井坊600年的白酒传承为灵感，我们为水井坊制作了一部广告片，名为“活着的传承”。它讲述了这个品牌的传奇和品牌坚守的“一坊一艺一心”的独特性——用一种特别的现代传播手法，去吸引和启发今天的消费者。
Shuijinfang joined forces with CCTV, the most influential media in China, to sponsor National Treasure (a TV show about exploring the anecdotes and stories behind historic relics). This created a national phenomenon among the young generation by changing and modernising their understanding of traditional Chinese culture. The brand caught on national attention and pride, as it also engages young consumers on social media, which increased brand affinity.
水井坊选择携手中国最具影响力的媒体——中央电视台（CCTV），独家冠名国家宝藏（一部讲述国家珍稀文物背后故事的文博探索类节目），通过改变年青一代中国人对于传统中国文化的理解，赋传统文化以新生，用全新的东方美学魅力，掀起中国年轻人对传统文化的关注。它不仅引发了全国人民的关注和自豪感，，还吸引了众多年轻消费者在社交媒体上参与互动，大大增添了品牌亲和力。
Shuijinfang sponsored National Treasure and developed its CNY KV based on , one of the most popular relics in the show. 除了冠名国家宝藏，水井坊还在宝藏里最受欢迎的“千里江山图”的基础上，延展出其新年的主视觉。
As a brand that protects and uplifts the intangible cultural heritages of China, we also launched a social media activation “I’m the Guardian of Intangible Cultural Heritage” on WeChat (the most popular social app in China), which ignited consumers’ enthusiasm to protect and revive Chinese heritage.
作为一个长期致力于保护和提升中国非物质文化遗产的品牌，水井坊在微信（目前中国最受欢迎的社交应用）上推出了一项社交媒体活动—— “我是非遗守护人”，点燃了消费者保护和复兴非遗的热情。
We used a phoenix to represent Chinese culture, and with the traditional Chinese artistic expression “Yunjin” and “Daqi” to bring the culture alive in front of consumers. 我们用凤凰来代表中国文化，用中国珍稀的传统非物质文化遗产“云锦”和“大漆” 将这种文化带到消费者面前。
The brand also held a media showcase, “Living Heritage and Rebirth of Culture” – a platform for cutting-edge organizations to share and discuss about Chinese heritage. It made Shuijinfang a new kind of China national treasure.
品牌还举办了一场文化沙龙“活着的传承和文化复兴”，提供了一个聚集前沿媒体、文化学者、品牌方和创意公司可以共同分享和讨论中国传承的平台。以此践行文化白酒领头者的职责，去探寻未来如何更好地赋传统文化以新生，让水井坊成为中国一种全新的国家宝藏。
THE RESULTS | 成果
National Treasure gained 529 million views on CCTV and other major social media platforms in China (Youku, Bilibili, Iqiyi). Related topics were clicked more than 17,000,000 times. When National Treasure was on the air, Brand’s Search Index of SJF (Baidu and Weibo search index) went up to a new high.
国家宝藏在中国中央电视台和其他主流社交媒体平台上获得了5.29亿的点击量（优酷、哔哩哔哩、爱奇艺），相关话题被点击了超过1700万次。在国家宝藏播出时，水井坊品牌（百度和微博搜索索引）的搜索指数亦创造了历史新高。
The social activation “I’m the Guardian of Intangible Cultural Heritage” recorded more than 44,000 participations, and the size of brand community increased by 30,000 fans.
根据统计，“我是非遗守护人”的活动也吸引了超过44,000人次的参与，品牌社群增加了3万名粉丝。
This campaign made Shuijinfang the premium cultural baijiu brand in China. Consumers, even the young generation, are drawn towards the brand’s baijiu culture. We have created a modern China national treasure.
整个营销活动，实现了水井坊品牌从“传统白酒“到“文化白酒“品牌的转变——以“活着的传承”, 赋予中国传统文化更多意义，启发和影响每一位现代消费者的生活。品牌所倡导的“让传承活起来”不仅影响了很多已有的白酒消费者，更多年轻一代都被深深吸引并积极参与到活动中。水井坊，为传统赋予新生，成为一个现代又传统中国国家宝藏。