Write a short summary of what happens in the film

“What does Spring look like in the outside world?” The protagonist had always wondered about this since she was a kid. She uses her senses to deepen her understanding of self and the world around her and finally realises that there’s a way to embrace Spring and to explore the unknown — and that is by tuning into your inner curiosity.

Cultural / Context information for the jury

Growing in affluence and confidence, young Chinese millennials are displaying a rise in China pride, demanding greater cultural understanding and representation from international brands. Fearing it was losing touch with Chinese luxury consumers, Burberry wanted to reverse the brand’s declining affinity and reconnect with Chinese consumers with their new brand statement, “the freedom to go beyond” in a culturally relevant way. Recognising that for Chinese millennial customers, luxury has shifted beyond material wealth as they seek meaningful personal exploration, Burberry leveraged Chinese New Year, a season symbolic of new beginnings,