Write a short summary of what happens in the film.

“What does Spring look like in the outside world?” The protagonist has 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, to invite Chinese millennials to go beyond physical constraints, look inward and seek out personal awakening. As a result, Burberry’s “A New Awakening” campaign was able to generate a high volume of social conversations and earned PR and grow its brand affinity.

Tell the jury about the production design / art direction.

The mood is poetic and introspective helmed by lush, open natural scenery that contrasts with the intimate, messier and moodier set-up in the city scenes. Most of the film was shot in Yunnan, we stayed true to the aesthetics of the village hut and the wilderness of Yunnan, picking up shots in the nature as and when inspiration struck. There are a few symbols that we intentionally incorporated - one was the "ice-lake", shot in 4-story deep indoor pool - in that pivotal scene, the protagonist dived into the bottom of the water body and emerged out from it, to signify her revelation and rebirth. The other symbol was the flowering tea that appears at the start and end of the film which symbolises how Zhou Dong Yu has come full circle and has acknowledged the child-like curiosity that has always been there.