Saturday, June 22, 2013

Takeshi Kaneshiro for EVA Air

Asia's newest network start-up, Bates Chi & Partners beautifully meshes the best of east (Asia) meets west (London and NYC). Bates Chi & David newly launched a global brand campaign for Taiwanese airlines EVA Air, starring none other than the beautifully talented Takeshi Kaneshiro

Takeshi Kaneshiro for EVA Airlines, by Bates Chi & Partners
EVA Air, which launched its first branding campaign in 1993 for domestic flights to Taiwan, now has a more international scope. The new "I See You" global brand campaign for EVA Air is based on changing the way you see the world.

According to Campaign Asia-Pacific's interview with Tyson Deng (chairman of Bates Chi & David), people are often times traveling for business or vacation, taking images through the lens of a camera or smart phone, rushing here and there, but seldom really putting their heart into understanding and appreciating the cultures and beauty within different countries. The campaign slogan ("I See You") also has a double meaning: in Chinese, it means "seeing art, dialogue, determination, and a happy home." Hence, it's even more appropriate that the television ad campaign veers from the stereotypes of airline campaigns, i.e. beautiful flight attendants, and transposes you to a poetic travelogue through Paris, Japan, and Taiwan.

Shot from a zen garden in Nara, Japan
 The 90-second televison commercial will air on international media channels such as Fox, CNBC, CNN, BBC Worldwide, Discovery Channel, and Sony Fox Screen in NYC's Times Square.

Here's a behind-the-scenes video of the television advertisement:

The song is the ultimate element, in my opinion, and I believe it's composed by Ricky Ho. The settings are splendid, ranging from the Shakespeare and Company bookstore in Paris to the Buddhist temple and zen garden in Nara, Japan, along with scenery shot in Taitung, Taiwan. And, of course, Kaneshiro is always a delight! I initially fell in love with Kaneshiro upon viewing the 2004 film "House of Flying Daggers," which also features the gorgeous Chinese model/actress Ziyi Zhang and is definitely one of my favorite films!

In other Kaneshiro news, keep an eye out for Hong Kong director John Woo's upcoming film, "Love And Let Love," which also stars Ziyi Zhang, (Chinese actor) Huang Xiaoming and (South Korean actress) Song Hye-kyo. The film, said to be shot in Shanghai and Taiwan, will revolve around six central characters whose lives and love stories intertwine over a span of three decades--first beginning in Shanghai during the turbulent wartime of the 1930s.

If you need a history lesson, read more about China in the 1930s on Suite 101 and Columbia University's library reference on Ling Long Women's Magazine.
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