Last year, Alibaba released a short video "To the Greatness of small" at the PyeongChang Winter Olympics, showing the world with a series of "Small" that every small character has an unshakable power, thus showing the preciousness and value of each individual.
In the same year, AliPay’s Ant Financial and Ali Entertainment jointly launched the "Young Directors’ Public Welfare Short Film Program", and together with seven cutting-edge directors, they launched seven public welfare short films, such as The Way Home, Liangshan Girl and Woman Playing Mobile Phone, which were true and delicate, and touched countless people, and their memories were particularly deep.
This year, the second season of Alipay public service short films arrived as scheduled, and the brand launched eight short films around the theme of "Small Greatness", which once again showed us the great power of tiny things and tiny people.
In the small world, there is also great power.
The public welfare short film launched this time is still the joint achievement of Alipay and Ali Entertainment. In the second phase, we joined hands with the FIRST Youth Film Exhibition and Youku’s "Fire-burning Plan" to collect works created by outstanding young directors online from late last year.
Finally, eight very special short films stand out, and eight young directors record the stories of ordinary individuals through the lens. From their creative perspective, we can also see the spirit and strength that these individuals exude.
Today, Sister Guan chose three short films with deep feelings and shared them.
?One: the millionaire in the garbage dump
Late one night, a young man and a young woman sneaked into the house of an old man who was scavenging for a passbook. In the process of rummaging, they also classified the garbage in the house. At this time, the patrol police passed by and they were caught.
It seems that the plot can end naturally here, but it is unexpected later. The police said, if you find the passbook, remember to give him the passbook number?
It turned out that they were not thieves, but children who had been sponsored by the old man who scavenged garbage. When they grew up, they made some achievements and wanted to use their skills to repay the old man unnoticed. The garbage was sorted out to exchange money, and the money was secretly deposited in the old man’s passbook.
Two people use actions to express their gratitude to the other person. This little story is full of warmth and heart.
Two: gifts
Yiyi, a little girl who lives in a dark world, is listless every day because she can’t perceive the outside world. Those pictures of butterflies flying by and kittens rolling around only exist in imagination.
Later, the little girl met the "wind baby" and felt the world bit by bit from the breeze, with the shape of sunshine and green leaves. …
At this time, in the short film, another little girl appeared. She left this beautiful world because of an accident, leaving a very precious "gift" for Yiyi. When the doctor opened the gauze, Yiyi saw the world. She lived with the "gift" left by this girl with gratitude.
?Three: borrow a light
Somewhere in Jiangxi, there are always a lot of people borrowing fire for cooking at the fritters stall in Create. This is a picture of people coming to borrow fire one after another after Create agreed to let the first person come to borrow fire.
It turns out that these are the family members of patients in a nearby cancer hospital. Because the patients have a special diet, they can’t eat food that is not appetizing outside, so the family members can only choose to cook by themselves, so they can borrow the fire at the beginning.
The business of the fried dough sticks stall in Create is gradually fading because more and more people borrow fire, but despite the pressure, the couple still choose to guard them. This loan is 15 years.
Seeing subtle beauty really touches people’s hearts.
In the second season of the public welfare short film jointly launched by Alipay, there are eight short films and eight stories, and there are countless ordinary people. They are all embracing the big world with their love power and bringing extraordinary influence to society, the collective and others.
1. Perception comes first, and marketing touches the resonance point of users.
Today, with the explosion of internet information, marketing pays more attention to finding the resonance point with users from the perceptual level, so that emotional marketing can win ruthless competition.
The original intention of Alipay’s public welfare short film is to let users see these "small greatness" through storytelling, and guide the public to learn to see the tiny but extraordinary things that every ordinary person does in real life and perceive these subtle beauty.
In order to strengthen users’ memory of the brand’s action, Alipay also launched a series of posters corresponding to short films, refining the plot into a short and profound copy, and occupying users’ minds with more full emotions.
Because of an unforgettable past.
Young men and women decided to break into the old man’s house.
A fire
Guarding the taste of the world
Sweep a leaf and sweep the world.
Ordinary people are real heroes.
A gift to perceive the world.
2. Encourage creative spirit and support outstanding young talents.
Why is the name of Alipay, a cultural project, called "Young Directors’ Public Welfare Short Film Program"?
It is because "greater than or equal to" means that the brand hopes that these talents and abilities of young people can break through the limitations of shooting resources. At the same time, the brand also guides people to pay attention to these social problems closely related to people, so that the value that short films can play is greater than or equal to the value of short films themselves.
The eight public welfare short films, such as "The Millionaire in the Garbage", "Borrowing a Fire", "Gift" and "Role", reflect some issues in society: kindness to support others, selfless donation of corneas, responsibility and love between students and teachers … Many of them are adapted from real cases, and they are all trying to guide people to be true, kind and beautiful.
Behind the brand’s plan to guide young directors to shoot and record these stories, it is an incentive for young people to use their tiny strength to discover more social problems through the lens, amplify and awaken more people’s good deeds about public welfare.
In this filming process, young directors can also gain more opportunities and resources through the support and exposure of Ali, and give full play to their individual strength.
As Chen Liang, vice president of Ant Financial, said, "Every short film is not the end, but a new starting point. It is not so much a cultural project as a public welfare practice. "
Public welfare always creates a brand image with temperature and attitude.
Public welfare and emotion have always complemented each other. Brands are keen on public welfare marketing because it is easier to gain users’ emotional recognition, win users’ trust and make them remember the brand & product more deeply.
Ali has always paid attention to public welfare undertakings and advocated the participation of the whole people in public welfare. From the "95 Public Welfare Day" and "Benefit", the whole people read the "Magic Library" subway train for public welfare activities, and went to ANT FOREST to drive hundreds of millions of people to plant for the benefit of society, and Ant Manor donated love to help the disadvantaged groups. …
Specifically, this time around the "small greatness", the project of "More than or equal to the Young Directors’ Public Welfare Short Film Program" was launched. We can see that the brand’s public welfare action still chooses to unite everyone’s tiny strength and amplify every contribution.
At the same time, the brand’s support for young directors is to let them create, shoot, record and convey, publicize and practice the spirit of public welfare by their own strength.
All this is just as Ma Yun once said: "It is not public welfare for a person to do a lot, and many people do a little. I think it is the real public welfare."
With the help of public welfare, marketing can better locate the brand and promote the transformation of brand image by attacking "heart". Ali has been making every small strength of each individual have a positive effect on society through public welfare actions, which is conducive to shaping Ali’s positive brand image and enhancing its market competitiveness and influence.