Year-end report has become one of the indispensable rituals at the end of the year. In the flood of hundreds of competing reports, there is a "reverse" flow, summarizing the user's first order of the New Year in 2021, this wave of reverse operation is properly shocking.

This is the theme movie of the Jingdong New Year's Day and New Year's Goods Festival online. The whole movie recalls the user's first order of items for the New Year in 2021, told from the perspective of the items and the tone of the items. This is particularly conspicuous in the wave of year-end publicity. It goes in the opposite direction, focusing on one of the earliest, but most easily forgotten orders that people made during the New Year 2021, leading to the first order of the New Year 2022 through the first order of the New Year 2021, and accomplishing the promotion purpose with emotional communication. In a short period of time, the movie presents seven stories of different people, different scenes, and different emotions, and the plainness and sincerity that comes out makes people unconsciously bring in until the progress bar is finished. It is said that all the storylines in the movie come from the real messages of users in the comment section of Jingdong.

More and more brands are focusing on, and caring about, the voice of the user. Using the user's feelings as an important brand asset that translates slightly is the best publicity of all. That's what makes this movie so compelling. After all, life itself is the best script. It's never the story that moves people, it's the truth. If it happens that one of the episodes hits you, then perhaps, TA is actually yourself in a certain year.

It's easy to see from watching the movie that it uses a lot of first-point-of-view of items to present the plot and the state of the characters.

This technique is not common in advertising films, and with the whole film's intention and angle of entry, it can be regarded as complementary. First, from the visual form, highly suitable for the anthropomorphization of the items, and secondly, with a more objective perspective, to record people's true feelings when they receive the first order of the New Year. People always say "use copper as a mirror" and "use people as a mirror", but in fact, the object is also a very good mirror. It accompanies and records all the emotions of people at the moment.

In addition to this, the brand synchronized a H5 online. through the H5 to lead users to recall their 2021 New Year's first single.

There may be countless orders throughout the year, but when everyone remembers what they bought for the first time in the New Year through H5, it's actually a bit of a surprise. This excitement creates a natural desire to share, allowing users to spread the word on their own.

Do not sell, do not promote, but after reading it makes people unconsciously want to open the first order of the New Year in 2022, this is the best interpretation of the silent at this time is better than the sound, right！