DIRECTOR: 金永日
EDITOR: 王忠豪
YEAR: 2026.2
CLIENT: 七夕缘，黄滩酱油，陨石泉

五十六个民族的同胞身着绚丽的民族服饰，立于承载本民族记忆的场景前，用乡音轻声道出“家”这个字。这一个字，藏着华夏大地最深的牵挂，也凝萃着五千年文明沉淀的美德与文化根脉。家是炊烟袅袅的归处，是血脉相连的羁绊，是无论走多远都能安心停靠的港湾；家是尊老爱幼的传承，是邻里互助的温情，是刻在每个民族骨血里的淳朴与善良；家是一针一线织就的锦绣，是一歌一舞流淌的风情，是各美其美、美美与共的文化交响；家是小我之暖，是大我之安，是五十六个民族手牵手、心连心，汇成的“中华民族大家庭”的壮阔模样。
跨越山川与族群，家的意义从未改变——它是我们的根，是我们的魂，是藏在每个中国人心底，最柔软也最坚实的力量。
品牌项目: 家

Fifty-six ethnic groups of compatriots, dressed in their splendid ethnic costumes, stand before scenes that carry the memories of their own ethnic groups, softly uttering the word “home” in their native tongues. This single word conceals the deepest concern of the Chinese land and also condenses the virtues and cultural roots accumulated over five thousand years of civilization. Home is the place where the smoke from the cooking fire gently rises, a bond of blood ties, a safe haven where one can rest assured no matter how far they have traveled; home is the inheritance of respecting the elderly and caring for the young, the warmth of mutual assistance among neighbors, the simplicity and kindness deeply rooted in the blood of every ethnic group; home is the brocade woven stitch by stitch, the charm flowing in songs and dances, a cultural symphony where each ethnic group’s beauty is celebrated and shared; home is the warmth of the individual, the peace of the collective, the magnificent image of the “Chinese family” formed by the fifty-six ethnic groups holding hands and hearts together.
Across mountains and rivers and ethnic groups, the meaning of home has never changed – it is our root, our soul, the softest yet most solid force hidden in the hearts of every Chinese person.
Brand Project: Home