Every reporter: Shi Puning Every editor: Tang Yuan
"As soon as you get out of the subway entrance of Tianfu Third Street, you will look up at the purple romance. "Every early summer, the jacaranda "checks" in Chengdu on time and swipes the whole network.
And the jacaranda that blooms on Tianfu Third Street has its own uniqueness. The reason is that the "worker" content of this street can be ranked in the city. A netizen joked that a glimpse of the blooming jacaranda in the busy rhythm "The worries of work are one hundred million less." ”
What is less well known is that the office building of the Sichuan Provincial Architectural Design and Research Institute Co., Ltd. (hereinafter referred to as the "Sichuan Construction Institute"), which introduced the jacaranda to this street, stands at the corner of this street. Partly for this reason, the MV for its 70th anniversary this year is also called "Jacaranda Opens Three Streets".
Most of the time, the architectural design and research institute gives people a sense of rationality, the drawings are all kinds of plans, the buildings are reinforced concrete, and the public deals with them every day and rarely notices the designers behind the roads or buildings they are in.
Through the jacaranda, it seems that a humanistic color under the big opening and closing can be observed, and this is also one of the intentions of the Sichuan Construction Institute to release this MV.
In the MV, the identity of the Sichuan Construction Institute is three-dimensional, it can be an enterprise composed of one employee, it can be a landmark building built one by one, and it can be the carrier of the vitality of the entire street. All in all, perhaps the question can be, what is the experience when an architectural design and research institute wants to write a "street song" for Tianfu Third Street?
Image source: MV screenshot
A music video and a street song
Different from the traditional solemn and solemn corporate image promotional video, the MV sung by more corporate employees often has a unique sense of intimacy, and "Jacaranda Opens Three Streets" was born in such a background.
Looking at the lyrics alone, most of the descriptions are daily scenes, including the first rays of morning light out of the subway station, the busy streets, the aroma of coffee for breakfast and other life scenes, as well as work scenes such as connecting with Party A, working overtime to catch up with work, etc., which are all extracted from the daily life of "migrant workers" in this building and even the entire street.
Looking at the participating employees of the MV, Xiao Fulin, director of the Brand Culture Department of the Sichuan Construction Institute, told the reporter of "Daily Economic News" that in order to make the MV more representative, from the perspective of age, it covers "old, middle and young"; ”
In the MV full of celebration, there are tears, but they come from the audience. According to Xiao Fulin, the release of the MV is the finale of the entire celebration activities, and the emotions accumulated by many people are finally released in the melodious singing and flashing pictures, "After watching it, many people's eyes are red. ”
Image source: MV screenshot
Returning to the song itself, what "Jacaranda Three Streets" actually wants to do is to convey the vitality that belongs to the entire street.
As mentioned earlier, as a check-in place for "films" on social media in early summer, "jacaranda on Tianfu Third Street" is a topic in itself and has become a symbol and intention of the city.
And the "status of the rivers and lakes" of Tianfu Third Street is also the "Chengdu Universe Center" ridiculed by netizens in the lyrics.
Specifically, the spatial transformation of the street itself was designed by the Sichuan Construction Institute, and tree species, including jacarandas, were also introduced during this period. From a bigger perspective, the small thoughts in the title actually contain a bigger "goal" - since everyone is working this street, why not try to make this song a "street song" of this street?
As a veteran "migrant worker" who has worked in Tianfu Third Street for nearly 10 years, Xiao Fulin is deeply impressed by the vitality of Tianfu Third Street.
For example, when the green light turns red, the tail lights of the car change color in unison, and he can even feel the sense of urgency that the car exudes in pursuit of time. In his view, the vitality of Tianfu Third Street lies in its industry, "fresh vitality comes from fresh people and industries, and the whole street is the agglomeration of various knowledge-intensive industries." ”
Image source: MV screenshot
See the big with the small and respond to the times
Why do you want to use the MV to present it? Every time the reporter learns, it actually comes from a small "self-esteem" within the team.
Xiao Fulin recalled that in 2015, shortly after the Sichuan Construction Institute moved to Tianfu Third Street, the Youth League Committee held a MV creative competition, "At that time, it was just for fun." ”
After the "file upgrade" in 2016, the MV has been set as a form of corporate brand culture promotion, and today's celebration MV is already "presentable" compared with the first version of the MV.
On the surface, it may just be the use of more professional equipment, and the deeper part may be the exploration of a veteran state-owned enterprise in brand culture promotion. That is, how to use smaller points to pry the larger picture, "From the perspective of cultural creativity, our main business is basically big projects, but often people have to perceive small ideas, how to combine big projects and small ideas, is a very important point." ”
In addition to the MV, another representative example is the cultural and creative peripheral products developed for this celebration.
For example, the Piercing Bucket Book takes the traditional wooden structure of western Sichuan folk houses as the creative origin, implants the elements of the 70th anniversary celebration, and combines the recursive logo with the staggered platform to evolve into a topographical step, which means that "books are the ladder of progress, and reading is the source of creativity". In addition, there are products to commemorate the 30th anniversary of admission, folding fans, and other products. "In addition to letting people have cognition and memory points, we also need to let everyone experience and feel. Xiao Fulin told reporters.
Image source: Sichuan Provincial Architectural Design and Research Institute Co., Ltd
Although in the public's impression, the architectural design institute feels very "hard", but there is actually a very "soft" core behind it.
According to Xiao Fulin's observation, designers themselves will also have some "little tsundere", which is essentially their humanistic care for the things they design.
In addition, most of the designers are hidden behind the projects they design, but these projects such as parks and buildings are closely related to the lives of the public, which means that there are more stories to be told. ”
What's more, the combination of "small ideas + big projects" is also a way to respond to the times.
"The core point is to respond, that is, as a technology-based company, how to respond to the changes of the times and the country's major strategies in our way?"
Xiao Fulin said that judging from the lyrics of the last two versions of the MV, there are not only the embodiment of the working status of "migrant workers" in this era, but also hot words such as "park city", "urban renewal" and "rural revitalization", and they are displayed in different ways.
The author of this article is Shi Puning, a reporter from Tianfu Cultural and Creative Cloud, and the official account of "Tianfu Cultural and Creative Cloud" can be searched for reprinting related to cooperation.
National Business Daily