FAW Hong Qi has long 60 years of history in China. Hong Qi meaning red flag in Chinese, also represent the flag of China, initiated in 1958 by chairman Mao. In also encourage the nation to be united and strong. This brand represent a nation, the people's hope. This was not an ordinary commercial project, every  single content requires consideration of different aspect from political to the whole nation. In the past, people only gets to see a Hong Qi CA770 during national day and important events. This car is only service the highest leader back in the days.

The brand has gone through ups and downs, it also initiated consumer models and the brand was revived in the mid-1990s. In year 2018 Jan 8, FAW Hong Qi held a very important strategic rebrand campaign, introduced the future plan of Hong Qi, to be the best luxury car maker in China and to the world with a serious line up of future models and a fascinating concept car.

We felt really grateful and experienced a totally new understanding about the brand and untold stories through chief designer of original CA 770, new automotive designer who explore the making of the first Hong Qi, the spirit of old generation car makers, the hard work and effort in those era where the technology wasn't advance at that time.

BACKGROUND

红旗曾经辉煌,曾经彷徨,几经昂扬,又几经迷茫,
然而何品牌的成功都不是一蹴而就的,
正所谓“百炼成钢”。
60年来,我们的初心始终未变
让中国人坐上中国车,让更多中国人坐上一汽产的红旗轿车。

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Launch Date - 2018 Jan 8
Location - Ren Ming Da Hui Tang Beijing
Credit List
Client - FAW Hong Qi
Agency - DMG
Executive Producer - Wu Fan
Creative Copy Writer - Dong Xu, Alice
Show Director - Yang Yang

Creative Director - Kaism Lim
Art Director & Style Frames - Lock Yi, An Qi
Project Manager - David Ran
Post Producer - Yin Chen Huang
Shoot Producer - Sam Chee, Seaca
Content Producer - Vera Zheng
Asst. Producer - Gao Ying

3D Concept Car
BITONE Beijing

Main Team (All other visual content)
Compositor - Yeu Jian, Min Min, Fu Kun, Syahman
3D Cloth Simulation - Lulu Zhang
3D - Abdu, Xiao Yang
Video Editor - Kelvin Leow, Li Tai

Hong Qi Dreams Come True
Art Direction - An Qi
Lead Compositor - An Qi
Compositor - Liu Jie, Syazwan, Azhan Karim
3D - An Qi, Syazwan Nazarudin, Azhan Karim

Hong Qi Great Future
Lead Compositor - DB Gao, Nasfi, Lock Yi
3D - Ming, Nasfi, Tenline Studio, Xiao Yang

Produced at Super Bonfire Group with partners DMG Post Team, Stayano & Tenline Studio.

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Concept Car Teaser

Director - Kaism
E. Producer - Sam Chee
Producer - Max
Editor - Lumi



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新红旗 让梦想成真
一个⼈人喜爱你 是一种快乐
⼗十三亿人喜爱你 是一种责任
你要⽐比所有⼈更努⼒ 你要永远完美
要经得起更多人的挑剔 对得起更多人的信任
做一辆⼈人都爱的汽⻋车 哪怕及微小的改变 都需要倾尽全⼒
感谢半个世纪来你们都没有忘记红旗
感谢你 感谢这个伟⼤大的时代


字幕
初心的种子已种下
践行的土壤已成熟
未来,正在开花结果
回归传奇, 再造经典
新红旗, 让理想飞扬


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伟大的明天
强大的基因成就伟大的视野,今天的红旗因梦想启程,明天的中国因红旗更加伟大。

当我们为这个时代注入强大的基因
明天因我们的改变而重启
从过去到未来
从远方到眼前
这一抹炙热的红
承载着未来的梦想
在这个伟大的时代
加速,起航!
让这股炙热的红色能量
燃动全新的中国版图
就在此刻,梦想成真
 

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