Project Overview
On July 2, the 2023 Ningxia Maofen Carnival of Kweichow Moutai was held in Zhongwei, Ningxia, with over 300 Maofen participants.
On-site Presentation
The carnival used the starry sky and desert as a bridge, integrating Moutai culture with Ningxia culture. The main key visual featured a blue sky, desert, and starry sky as the backdrop, with a Moutai bottle standing in the center, containing elements of Ningxia's landmark architecture.
Countdown posters revolved around the main key visual, combining Moutai brand, culture, and products to create various visuals.
Brand Exhibition Area - Five-in-One Marketing
Brand Exhibition Area - Five-Line Development
Pool Step 3D Lettering
Themed 3D Lettering
Xiao Mao Display Point
Starry Theater - Product Display Area
Maofen Family Display Area
Theater Stage
Starry Stage - 3D Lettering
H5 Invitation
The pre-event creative H5 invitation used the concept of making a wish upon a star, designed in line with the main visual tone. Guests wrote their wishes, which merged into a bottle, eventually lighting it up and generating a wish poster.
Interactive Planning
The carnival created a desert culture market, including interactive experiences such as traditional Chinese culture, intangible cultural heritage creative products, desert culture, and Moutai ice cream tasting. Guests used exclusive market tokens to participate in games, experiencing intangible cultural heritage handicrafts, pitch-pot and cuju games, desert camel photo shoots, and desert-themed costumes.
Performances
The opening ceremony was conceptualized as "Traversing a Thousand Years, Reading the Ancient Scroll of Culture with Moutai," divided into three chapters, each introduced by a custom video. The outdoor starry evening party built a stage atmosphere based on the concept of the hometown of stars, with a dialogue between Xiao Mao and Xiao Xun as the thread, toasting the guests. Activities included laser shows, launching ceremonies, torch handovers, situational recitations, and dance performances.
