CCTV: “Believe in the Power of the Brand”

I had meant to get this newest :60 spot (titled “Ink”) up last week when it was breaking news, but a busy schedule (and travel) has kept me from my proper blog curation duties. Thanks to the folks at CCTV for contacting me and sending it my way. Fortunately, several years of Mandarin lessons and regular Chinese practice with family members meant I could almost speak without a noticable accent. Okay, well maybe not.

You might find it surprising the amount of interest (based on searches) there is in the Asia/Australia channel branding market. Just a few years ago, chinese broadcast designers looked to the west/europe for trends and inspiration. Now we’re seeing a much healthier balance of creative exchange between continents.

The latest spot creating a bit of a stir from agency MMIA Beijing (which has a multiyear partnership with CCTV for advertising rights/creative output) is explained, “From invisible to visible, from boundaries to no boundaries. CCTV — Believe in the power of the brand”. The :60 spot brings together traditional elements fused with modern Chinese culture, including brushstroke calligraphy, images of dragons, fish, and bird, fluidic Tai Chi movement and the iconic Great Wall of China.

I will be keeping a close eye on how this campaign develops through the next several months, and of course- sharing it with all of you.

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3 Comments

Filed under branding, channel identity, ident

3 responses to “CCTV: “Believe in the Power of the Brand”

  1. Well done music and sound design as well. Would like to know what viewer response is like. Very inspiring.

  2. Pingback: Channel Branding Index « Art & Business of Motion

  3. Pingback: First Look: China’s New Global 24 Hour English News Channel « Art & Business of Motion

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