罗意威联合上美影，马年新春营销不走寻常路

Core Insights - LOEWE's 2026 Spring Festival collection creatively pays homage to Chinese traditions with the theme "Lanterns for the New Year," collaborating with Shanghai Animation Film Studio to produce an animated piece inspired by the classic tale "The Little Horse Crosses the River" by Peng Wenxi [1][2] - The animation, featuring LOEWE's global brand ambassador Wang Yibo, conveys a story of "self-assurance and courage," utilizing the symbolism of the lantern to evoke nostalgia and cultural depth, thus enhancing the brand's local expression [1][2] Cultural Integration - The collaboration exemplifies a model for international luxury brands in localized holiday marketing, merging cultural roots and emotional resonance [2] - The animation's narrative effectively integrates the core elements of the Year of the Horse with the reunion symbolism of the Spring Festival lantern, avoiding superficial marketing clichés and instead serving as a cultural vehicle for the brand's philosophy [2][3] Emotional Resonance - The piece resonates with audiences across generations, particularly evoking nostalgia among those born between the 1970s and 1990s, while also addressing the spiritual needs of younger demographics [3] - The dual themes of nostalgia and youthfulness align with the positive image of Wang Yibo, creating a harmonious connection that enhances the brand's appeal [3] Marketing Strategy - The success of the animated piece lies in its departure from traditional commercial logic, focusing on storytelling and cultural essence, thus transforming marketing into a beautiful collision of traditional culture and international design [4] - By leveraging the artistic empowerment of Shanghai Animation Film Studio and precise thematic expression, the narrative achieves both recognizable zodiac symbolism and profound spiritual value, setting a benchmark for quality and depth in Year of the Horse IP marketing [4]