Burberry collaborates with local artists in China to create the “Burberry Generation” project, which includes Chinese chess artworks by local artists. Burberry Generation is a project that celebrates the creativity of the younger generation of artists in China. The current work, “Chinese Chess”, comes in light of the upcoming Chinese Lunar New Year and pays tribute to an important part of “Chinese Traditional Cultural History and Wisdom”.
The chess pieces are the latest installation after “Balancing Art”, which was launched last June. Burberry collaborated with artists Chen Yingze and Du Meng, each of whom created their own interpretations of Chinese chess.
Burberry China collaborated with Media.Monks for this campaign. Media.Monks then worked with the artists to create the chess pieces, and later the short films, which preserved the authenticity of the artists’ expressions while remaining relevant to the brand and celebrating traditional culture in an artistic way. Soup Wong, senior art director of Media.Monks, says the agency got to know them better and more personally through conversations with the artists. “Creating the work gets easier and better as the artists’ stories open up, making the storyline clearer,” he added.
The short film In the game portrays Chen’s love for the connection between texture and nature. The video focuses on his craftsmanship of the chess pieces, as well as how the pieces reflect the surrounding nature. Chen said, “When you’re in the game, you reflect the world while you reflect yourself.”
In the meantime, Can we play chess together? shows Du using her old buttons for her artwork. Using Burberry’s Monogram cloth as chessboard and glass knobs as chess pieces, the softness of the cloth and the fragility of the glass show that chess is not always competitive, but can also be gentle, says Du. In addition, the buttons, which contain memorable stories, serve to remind Du of those memories. “It’s not about who you win the game with, but who you play it with,” she said.
Both artworks are currently on display at Burberry Generation Project’s first anniversary exhibition in TX Huaihai, Shanghai.
Last year, for Chinese New Year, Burberry released a film with an inspiring message of renewal. Made by BBH China, A new awakening was directed by Derek Tsang and starred Burberry brand ambassadors Zhou Dongyu and Song Weilong as they venture “on a journey of discovery and renewal, framed through the five senses.” The film also reflected Burberry’s storied history with the outdoors, once a popular outfitter for fishermen and hunters long before they graced red carpets and high fashion catwalks around the world.
Separately, Italian fashion brand Bottega Veneta recently transformed part of the Great Wall of China to celebrate the upcoming Chinese New Year. To celebrate the holiday season, the brand unveiled some bird’s-eye views of the Great Wall of China. The tourist attraction displays the brand’s name and “Happy Chinese New Year” in Simplified Chinese against the brand’s bright green backdrop. According to some reports, the campaign is the work of newly appointed creative director Matthieu Blazy.
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