The creation of 12 pieces of film using China's most influential documentary film director Jia Zang Khe, and 6 of his directorial protégées, was a visible, pointed departure from the glossy, manufactured insincerity of the international Spirits category in China.The pace of change in China is unique. It is tangible. It is visible. These films lay bare the aspirations, commitment and depth of a group of young Chinese people (businessmen, actors, entrepreneurs, musicians etc.) who are committed to a new vision of progress in China.

They are raw, vivid and gritty portrayals of the achievements of a sample of China’s ‘new progressives’.The stories tell us that a truly modern progressive China is so much richer, multi-faceted and surprising than the single-minded pursuit of wealth.The films launched simultaneously at a launch event online and offline. They were then actively propagated and spread by China’s bloggerati. In 8 weeks they reached 19 million views.The debate that the brand has sparked and framed continues to ripple across China.