Jing Pai has joined forces with DDB China Group to create a brand image that echoes the intrinsic value of its premium Jing Brand Healthcare No.1 wine via an ongoing series of short films on WeChat.
To gain traction in China’s health wine market, Jing Pai worked with DDB China Group in Beijing to create a unique brand that resonates with discerning customers with an appetite for quality. In addition to resembling a masterpiece of sorts, created with only the finest, rarest ingredients, Jing Brand Healthcare No.1 wine also appeals to increasingly health-conscious Chinese consumers.
The result is a stunning film series that documents the journey behind every bottle of Jing Brand Healthcare No.1 – mapping out the time-consuming foraging and manufacturing process. The origin, yield, and nutritional value of the ingredients shape the documentary’s narrative – one of rarity, tradition, and immeasurable value, the building blocks for the brand.
The first episode documents the cultivation of Eucommia ulmoides flowers which take a year to grow but flowers for two days only. The buds are not only extremely rare but also have medicinal and nutritional value. The film follows the custodians’ traditional craftsmanship and journey into the mountains, depicting the ways of two generations – the younger generation values speed in stark contrast to the older villagers’ slower pace. The production team travelled across more than half of Cili County to capture the elusive flower. Just like the harvesters, the team had to race against the clock to frame and shoot the materials within the fleeting flower picking window.
Following the success of the first episode, the second installment homes in on another rare ingredient. Dendrobium catenatum is a Chinese orchid herb rich in nutritional value. It is also the star of the second episode. Naturally occurring in the Gaoligong Mountains, the flower takes up to three years to grow in the right environment – its rarity compounded by strict pharmacopoeia screening standards to which only 10% of the yield typically conform. Cultivating Dendrobium catenatum is an ancient artform, passed down through the generations among the people of Longling and guardians of the mountains. Those that succeed act as conduits for the mountain’s rarest treasures.
“When we watched the documentary, it brought back so many memories from the shoot and the difficulties experienced due to the pandemic,” said Eason Li, General Manager of Beijing at DDB China Group. “This experience taught us immense respect for nature and the value of patience and passing down traditions between generations. All of these important lessons and values are in every bottle of Jing Brand Healthcare No.1. Our hope is that the audience will too feel immersed in these rarest of experiences.”
The ongoing series is expected to add a third episode in September.