This animated Happy Chinese New Year story we made for FC Barçelona recognizes that the pressures of China’s economic growth have created a fragmentation of families and a decline in cultural conventions – all sacrificed in the name of progress.

As China’s wealth has grown, today’s adults long for the atmosphere of their childhood. In light of the insight, and awareness that Western brands cannot expect to enter the family home unless they can make a culturally relevant contribution, we felt FC Barçelona could play a role in bringing people and families together. Laden with traditional cues, we follow the story of a young boy who, at a loss as his family prepares their home for New Year, sees, or imagines, FC Barçelona stepping into his home to help bring friends together.

Click to view the full article on Barcelona FC official website.

#Art Direction