| Title | COOL EITHER WAY |
| Brand | AMBROSIAL BRAND OF YILI GROUP |
| Product / Service | AMBROSIAL HIGH END GREEK YOGURT |
| Category | F05. Cultural Insight |
| Entrant | INNER MONGOLIA YILI INDUSTRIAL GROUP Hohhot City, CHINA |
| Idea Creation | LEO BURNETT BEIJING Beijing, CHINA |
| Name | Company | Position |
|---|---|---|
| Frank Liu | Leo Burnett Beijing | Managing Director |
| Qifei Xu | Leo Burnett Beijing | Executive Creative Director |
| JianHua Dong | Leo Burnett Beijing | Senior Creative Director |
| Mencen Meng | leoburnett | Senior Creative Director |
| Nick Gao | Leo Burnett Beijing | Senior Art Director |
| Echo Yang | Leo Burnett Beijing | Senior Copywriter |
| Jiahui Wang | Leo Burnett Beijing | Producer |
| Yun Cai | Leo Burnett Beijing | Senior Traffic Manager |
| Kanm Li | Leo Burnett Beijing | Senior Account Director |
| Rui zou | Leo Burnett Beijing | Associate Account Director |
| Eavan Kong | Leo Burnett Beijing | Account Executive |
The whole commercial was linked by rap in Chongqing dialect. Featuring square dancing middle age women, local taxi driver and porters in Chongqing, the creative video displayed typical local young people’s lifestyle. The rap also helped to express the “spicy” personality and high pace of the city. The battle between different people was a hook to connect the story and in the meantime emphasized the unyielding spirit of Chongqing people.
Each city has its own unique spirit. But traditional city spirit is no longer chased by young people. In the mind of the old generation, they associate some city with flavor, short name or weather conditions. As Z-generation grows up, the right of saying shifts. Previous awareness of a city has been gradually replaced by young people born and grow in this city. They also bring new illustrations to the city spirit. The social and culture clash between the two is worth thinking.