Sun Wukong, Huluwa, Snow Child, Big Ears Tutu... Those childhood memories of the little friends, once again appeared on the same screen.
Text / Liu Jintao
Editor / Yin Haonan
Last Sunday, coinciding with the 40-day countdown to the Beijing Winter Olympics, "China's Ice and Snow Expansion", known as the "most burning Beijing Winter Olympics promotional film", also ushered in a new one, and the second season, "Ice and Snow Peers to the Future", was officially launched.
In the short film, classic animation images such as Sun Wukong, Snow Child, Nezha, and Hulu Brothers appeared together, each showing their magic to play ice and snow sports, which attracted heated discussion on the whole network. People's Daily, Xinhua News Agency, CCTV Sports and other more than 100 mainstream media have forwarded call, thousands of comments and messages staged "memory killing", #childhood memories for the Beijing Winter Olympics assembly#, #Sun Wukong Nezha teamed up to play ice hockey # and other topics instantly appeared on the hot search.
Behind the propaganda film's popularity on social media, we saw the appeal of excellent IP in traditional Chinese culture, and placed in the context of ice and snow once again stirred up the enthusiasm and expectations of the Chinese people for the Winter Olympics.
01
Technology upgrades! "Ice and Snow Peers to the Future" was launched
Speaking of the animation memories of the post-80s and post-90s childhoods, characters such as Sun Wukong, Huluwa, Snow Child, Nezha and Big Ear Tutu, each of which can deduce a story that cannot be tired of watching, and when they gather together to form an "all-star" lineup and present a story of an ice and snow arena, how can they not attract people to stop and watch?
The storyline of "Ice and Snow Walking towards the Future" focuses on the "Century CP" pair of Snow Children and Little Rabbit Taotao, which begins with the "Ice and Snow Assembly Order", snow children help human athletes on the free ski track and U-shaped pool, and then appear in the ice hockey arena to summon animation partners such as Sun Wukong, Nezha, and Huluwa (Dawa, Erwa, Sanwa) to fight together.
In the ice hockey arena covered with Chinese-style elements such as "Xiangyun" and "Ruyi", Brother Monkey's golden hoop stick transformed into an ice hockey stick, using the "golden eye of fire" to read the defense, and the "three heads and six arms" Nezha even incarnated as a goalkeeper to "save the field".
Subsequently, snow children and bunny Tao flew into the "Ice Cube" and staged a cross-century pair skating, completing a reunion spanning 31 years. This also draws a beautiful end to the tragic story of the snow child and the little rabbit Taotao. When the regrets of childhood were successfully compensated in the ice and snow arena, many netizens shouted: how many tears were shed, how sweet it is to laugh now.
Snow child and bunny Taotao, the "business" of the national comic CP is not only this, the two also worked together with many animation partners to fight curling arena, short track speed skating track and other 7 ice and snow sports venues, several members of the Chinese Fairy Tale League are athletic, while creating a romantic light and shadow that belongs to the childhood memories of young people, but also show the public the excitement and fun of ice and snow sports, especially the scene of snow children and athletes wearing MIGU ski hats and pedaling on dynamic zone skis in the ski resort. The feeling of fast passion in the ice and snow jumped out of my eyes in an instant.
And when the BGM familiar to the Hulu brothers sounded, the whole story seemed to be injected with the "soul of the battle", the new version of the lyrics "Winter Olympics, Winter Olympics, Meet Beijing and wait for you..." Innovative interpretation of the "Winter Olympic Version" brainwashing song, let netizens shout "on the head".
In fact, it is not easy to achieve such a production screen, it is reported that "Ice and Snow Peers to the Future" is jointly produced by the Winter Sports Management Center of the State General Administration of Sport and China Mobile Migu Company, with special support from Shanghai Fine Arts Film Studio.
The producer upgraded the screen renovation to 4K ultra-high definition, by adhering to the principle of three-dimensional animation production, while also taking into account the restoration of two-dimensional animation characters, showing the characteristics of the characters, highlighting the bright colors, creating a "3D new image" for the 5 major IP of the film studio, such as snow child, little rabbit Taotao, big ear Tutu, Sun Wukong, Nezha, Huluwa (big baby, second baby, three wa), and 8 classic characters, showing the cutting-edge technology of the 5G era, and also better adapting to the ice and snow scenes in the film and releasing the charm of ice and snow sports.
This is due to China Mobile Migu's active attempts in the field of 5G+ sports, which leads experience innovation through technology, so that the public has felt the charm of science and technology sports in the broadcast of many sports competitions such as the 2020 Euro 2020 Cup and the 2020 Tokyo Olympic Games, and will also bring more cutting-edge experiences in the broadcast of the 2022 Ice and Snow Event in the future.
In addition to the picture innovation, the promotional film also cleverly integrates the snow ruyi jumping platform, ice ribbon, bird's nest, water cube and other venues in the Winter Olympic Stadium, and echoes with ice and snow sports through Chinese style design elements, each frame is full of sincere details, and when showing inclusive traditional Chinese culture, it also reveals a rich atmosphere of meeting the Winter Olympics.
Each era has its own memory from the national comics, when these classic IP of the United States Film "change new clothes", unlock the three-dimensional shape, in the scene of the Winter Olympics, and organically integrate with ice and snow, these classics once again glow with new vitality in the change of the trend of the times. This has also made the new blockbuster short film "Ice and Snow Peer to the Future", whether it is mainstream media, or stars, Olympic champions, etc., are involved in it, relaying the popularity of short films.
02
Inheritance and innovation, to promote the development of ice and snow still need to tell a good story
In the public's memory, there are many excellent IP and characters belonging to the national comic, and how to make good use of the character image, extend the new story for the public to appreciate, and create a traffic explosion, it is not enough to pile up IP. If you want to arouse empathy, you must hit the user's heart with a moving and good story.
The core reason why "Ice and Snow Peers to the Future" can cause great repercussions is that it grasps inheritance and innovation, resulting in a high-quality story. As Huang Xinyuan, dean of the School of Animation and Digital Arts at the Communication University of China, said of the film: "[The promotional video] takes into account the fun while respecting the authenticity of sports, and achieves inheritance and innovation."
In Krypton's view, the so-called inheritance is actually reflected in the selection of IP characters. Looking at these eight classic Chinese comic characters, they all have excellent personalities. In traditional culture, the stories of Sun Wukong, Nezha and Huluwa all embody the core of positive energy, they either fight against evil forces or constantly overcome difficulties, which is exactly in line with the athletes' tenacious and unyielding, courageous and self-defeating sportsmanship in the arena.
The "new" is reflected in the fact that in the renovated story, each character is placed in the hottest ice and snow scene of the moment, and when he appears as an athlete, he shows a new performance of "cuteness" and "burning", bringing a richer emotional extension. As Sun Wukong said in the film, ice and snow sports itself is "fun sports", tense and exciting competitions, beautiful and flexible postures, coupled with the "all-star" lineup brought by the role of Shanghai Guoman, it is easy to mobilize the audience's emotions and resonate.
In this process, the high-quality side of traditional culture echoes with sportsmanship and ice and snow charm, and together composes a good story of the integration of tradition and new trends. With the help of the ice and snow arena, which is an excellent stage for the current story, it has successfully stimulated the younger generation's sense of identification with traditional culture, as well as the expectation of the Winter Olympics and the yearning for the spirit of sportsmanship.
This is the inheritance and innovation in "Ice and Snow Peers to the Future". The circle-breaking linkage of the classic characters of Guoman has brought countless public resonances of the same frequency, and has also seized an excellent opportunity to show Chinese culture to the world and tell the traditional Chinese concepts and humanistic spirit.
Under the opportunity of the Winter Olympics, the classic chinese comic images that belong to the memory of generations have been given an opportunity to renovate and display, and this resonance and hot discussion have also fed back to the promotion and dissemination of ice and snow sports.
As we all know, "fun" and "happiness" are important driving forces for sports in the development of the public, and if we want to achieve the development of China's ice and snow and the goal of "300 million people participating in ice and snow", we not only need the construction of infrastructure, but also inseparable from the emotional call.
Promote the development of ice and snow sports, with more and more abundant ways to promote the Chinese people to accept the impact of sports on the physical and mental state, the national comic fairy tale combines the trajectory of the development of the current era, the use of ice and snow sports to extend more stories, complete the goal of transmitting the charm of ice and snow, but also use new stories to show the style of Chinese culture in light and shadow. At the time of the Winter Olympic Sprint, when the attention of ice and snow sports will continue to heat up in thousands of households, "Ice and Snow Peers to the Future" undoubtedly writes a strong stroke for the warm-up of the Winter Olympics.