The cutest CNY ad of 2018 | 2018年新春最讨喜的广告片

JOY STORY：JOY与鹭

Over the past year JD.com worked with 180.ai and Passion Pictures to produce an animated film for Chinese New Year. The four-minute animation introduces JD.com’s loveable mascot, Joy, a diligent yet playful white puppy.

过去的一年里，京东一直在与180.ai和Passion Pictures紧锣密鼓开展合作，打造新春贺岁动画短片。这部长达四分钟的动画片介绍了京东可爱的吉祥物Joy，一只勤劳又不失俏皮的白色小狗。

The dialogue-free film artfully uses the characters’ facial expressions and nuanced gestures to evoke a touching tale between Joy and a determined mother heron. The creative was led by Kenneth Kuan from 180.ai and directed by Passion Pictures’ talented duo Kyra and Constantin. The large-scale production also made use of Passion Pictures’ global network of artists and studios across Melbourne, London, and Barcelona.

电影没有任何对白，巧妙地利用角色的面部表情和细致入微的手势，讲述了Joy和一只坚定的苍鹭妈妈之间的感人故事。短片创意出自180.ai的Kenneth Kuan所带领的团队，来自Passion Pictures才华横溢的导演Kyra和Constantin二人联合执导。庞大的制作工程充分利用了Passion Pictures的全球团队，墨尔本、伦敦和巴塞罗那工作室携手合作。

Passion Pictures’ Melbourne Managing Director and Executive Producer, Katie Mackin, shared: “From the outset, the client gave us real freedom–their sole ambition was to make a great film. And so began a truly collaborative process that saw Kyra & Constantin writing scripts and working extremely closely with JD.com and 180.ai to realize this lovely story and reimagine this brand hero.”

Passion Pictures墨尔本总经理兼监制Katie Mackin分享道：“从最开始，客户就让我们自由发挥，他们唯一的目标就是让我们做出一部优秀的短片。整个项目各方通力合作， Kyra和Constantin编写剧本，跟京东和180.ai密切合作，最终创作了一个可爱的故事，重新塑造了京东的品牌英雄。”

Perhaps the film’s greatest strength is that it isn’t an ad. There are no product shots, no brand slogans, not even a direct metaphor for JD.com’s services. “The result is a lovely film that we hope establishes Joy as the most adorable brand character in China!” the team from Passion Pictures commented.

或许这部短片最大的优势就在于它并不是一部广告。没有任何产品镜头，也没有任何品牌标语，甚至没有直接映射京东的任何业务。 “它就是一部可爱的片子，我们希望将Joy塑造成中国最可爱的品牌形象！”Passion Pictures团队如是说。

The film was originally released 8th February 2018 through WeChat and various other online channels, reaching around 400 million.

2018年2月8日，短片率先在微信和其他各种在线渠道发布，浏览量已达到近4亿次。