Bottega Veneta celebrates the Chinese Lunar Year
To celebrate the Chinese Lunar Year, Bottega Veneta launched a short film named “Reunion in Motion”, a personalisable WeChat e-card and a physical installation designed on a train. The campaign is inspired by the emotion of returning home to family and friends and highlights the value of time.
Time to reflect on the roads that lead back home; time to spend with the people you love.
The film, directed by Jess Jing Zou and shaped by the music of Sega Bodega, is a portrayal of characters on the road back home, exploring introspection and intimacy while traveling through different landscapes in China.
The concept of motion is an essential part of Creative Director Matthieu Blazy’s vision for the brand. According to Blazy “Bottega Veneta is in essence pragmatic because it is a leather goods company. Because it specialises in bags, it is about movement, of going somewhere; there is fundamentally an idea of craft in motion.”
To assert the message of this campaign, a train will journey for a month across China, from the end of 2022 until the Lunar New Year on 22 January. From the major cities to the smallest villages, people will discover a train wrapped in the brand’s signature green and read on both of its sides: “On the roads that lead home, Happy New Year”.
Additionally, a customizable WeChat e-card is also available and allows users to write with their fingertips a message on the condensation of a moving train window. A lovely digital artwork designed by the brand to connect people, especially those who do not have the chance to travel.
In this campaign, Bottega Venata emphasizes the importance of this time spent with family and friends: because time is the ultimate and precious luxury.
Words by MARIE-PAULINE CESARI