The creative idea was born from the insight that no matter how far you are from home, there are familial and cultural traditions that connect us and help us feel together even when we may be all alone.

We follow an adopted little girl who is taught these cultural traditions by her family, finds comfort in them as she grows older, and then pays them forward as a way to create inclusion and acceptance. In doing so, she reminds us that we are far more alike than we are different.

This film provides a unique, multicultural perspective on Chinese New Year in America. Our Chinese American protagonist brings together a cast of friends and acquaintances to welcome in the New Year.

Our film provided a fresh look at how the holiday comes to life in America and touches lives of those who aren’t of Chinese ancestry through friendships and relationships.

The film sparked awareness of the holiday and directed to a website that explains traditions and culture of the holiday. The film makes this celebrations more mainstream and garnered engagement through the relatability of the characters. At CelebrateCNY.com, consumers explore a series of facts about the holiday and receive restaurant promotions and card game tie-in to the ABC’s “Fresh Off the Boat” sitcom based on the memoirs of a Chinese American chef Eddie Huang, who lives in New York.

The film drove activity during Chinese New Year and supported Panda Express’s Museum of Food and Drink (MOFAD) event with over 100 food influencers, media and guests in attendance for the premiere screening of the film.

Placement in key programming encouraged consumers to visit Panda Express on January 28 and receive a red envelope in keeping with Chinese New Year tradition that involves giving small gifts to friends and loved ones.

The Chinese New Year film blended in well with the tone of a national conversation involving immigration, cultural acceptance and tradition. Our film garnered over 7.76 million views across various platforms and converted 15,224 online orders.

In addition, there have been 22 placements, totaling more than 120 million media impressions.