Bottega Veneta welcomes in the Lunar New Year with a short film, a physical installation, and a personalizable WeChat e-card, available to all. This campaign is inspired by the Chinese tradition to journey home to be with family and friends and encapsulates a universal message: time is the ultimate luxury. The short film, Reunion in Motion directed by Jess Jing Zou with music by Sega Bodega, is a portrayal of different characters on their way back home, all the while exploring the juxtaposition between inner contemplation and togetherness through different terrains of China.
The concept of motion is a crucial piece of Creative Director Matthieu Blazy’s vision for Bottega Veneta. “Bottega Veneta is in essence pragmatic because it is a leather goods company. Because it specializes in bags, it is about movement, of going somewhere; there is fundamentally an idea of craft in motion.” said Blazy. A moving train resembling the Bottega Veneta’s signature green will travel through China on a month-long journey, with a logo-free, unbranded message on both sides reading: “On the roads that lead home, Happy New Year.” The message will make its way through prominent cities and mountainous towns, as the brand aims to embrace a larger audience with this innovative installation.
Additionally, a WeChat e-card is also available with artwork influenced by the idea of “Reunion in Motion.” This filter allows for audiences to use their fingertips to write a message within the condensation on the window of a moving train, simulating the act of traveling home for those who are not able to. While Bottega Veneta is a luxury brand, this campaign represents that time spent amongst family and friends is the most valuable commonality that each individual shares.