图注：乐事发起国风樱花舞所不能挑战赛
一提到樱花，很多人都会联想到日本，往年的日本樱花祭也是年轻人的热门活动。2021年的樱花季，疫情原因大家依然无法出国游玩，全国各地的热⻔樱园成为了初春最热的目的地。延续春季和樱花的主题，G Project为乐事春季限定口味薯片提出了“国风樱花”的概念，国风口味结合街舞热潮，携手乐事限定系列代言人金晨、陈赫，在线邀约全民花下共舞，掀起了一阵国风街舞潮流，让中国樱花精彩绽放。
一.营销前置化，打造新国风味觉体验
近年来国风盛行，中国年轻人的文化自信在不断崛起，新国风甜品也备受年轻人的喜爱，甜品+新中式已成为新消费潮流下的流量灵药，与此同时，消费者对于酸甜口味零食的喜爱度呈增长态势。G Project准确把握零食趋势，从产品口味研发阶段就与品牌共创乐事春季限定新口味，真正做到让营销前置化，打造了一次全新的乐事新国风味觉体验，提出“国⻛樱花”的概念，将传统的中国风味与新式的料理工艺结合，规划了三种全新春日限定口味：樱花米酿味，醇香栗子味，生津杨梅味，将经典中国味还原到薯片上。
图注：乐事春季限定系列
二.复刻经典，用国风樱花舞开启中国樱花季
疫情限制了大家的出行，但同时也激发了年轻人的民族自豪感，近年来，关于经典作品的创新演绎往往会引起热议。G Project洞察年轻人对于自我表达的诉求，结合他们对街舞等潮流文化的热爱，把国风通过流行元素玩出新创意，让2021的樱花季属于中国。
G Project翻出了20年前的一首国⺠神曲《芭啦芭啦樱之花》重新演绎樱花精神。 樱花盛开短暂而极致绚烂，而当代中国年轻人也是极致热血，无畏自豪的一代，最快引起他们共鸣的方式是什么？音乐+舞蹈。团队决定用一场国⻛街舞潮流，让唯美国⻛樱花与⻘年文化、流行元素结合到极致。让“后浪”们在表达自己个性的过程中，认同乐事国⻛樱花的概念，展示中国新世代的文化自信。
图注：国风樱花致敬经典
三.明星演绎，超豪华团队重置樱花神曲
为了演绎这场国⻛樱花热血舞蹈，乐事首度启用限定系列代言人金晨、陈赫拍摄乐事国⻛樱花MV。两位限定代言人各显所⻓，一身舞蹈绝活的金晨，用柔美身姿展现了樱花的浪漫动人；而诙谐逗趣的陈赫，则把舞蹈魔性的一面展现出来。熟悉的旋律在耳边响起？你还不来一起“比 舞”吗？乐事官方随即发布了抖音挑战赛#国⻛樱花无所不能，让网友们也能用新版浪漫樱花挑战国⻛樱花舞，在全⺠共舞中，开启这个属于中国的樱花季。
在华丽的樱花舞背后，超豪华的制作团队也功不可没，团队第一时间和版权方环球音乐沟通，采购原曲版权；和知名音乐人宋阳探讨音乐改编；请明星编舞老师胡博文打造专属舞蹈；和新锐导演李璇合作拍摄华美MV，所有人都在努力还原年轻人心中的热血樱花。
最终乐事微博话题#国风樱花舞所不能#达到189.4万，抖音话题#国风樱花舞所不能#总播放量高达7.7亿次，抖音参与挑战互动视频14.6万，大量中腰部抖音博主都参与了挑战活动，优质内容带动了更多观众参与创作。武大学子也用另类的方式去致敬樱花舞，微博话题#武大学子别样赏樱邀请#魔性出圈登微博热搜。2021年乐事春季限定薯片通过中国风和潮流文化的结合，成功吸引了年轻人群的注意，引起了消费者的热烈讨论。
2021，一起看最美的中国樱花，跳最潮的国⻛樱花舞!
图注：视频截图
COVID-19 pandemic restricted us from traveling during the 2021 cherry blossom season. G Project proposes the concept of Chinese-style cherry blossom for the limited offer of the spring season. 2021 Spring campaign combines Chinese style with street dance. The brand ambassadors, Jin Chen and Chen He initiated an online challenge to invite fans to dance under flowers. It set off a trend of Chinese-style street dance, making the 2021 cherry blossom season belong to China.
With the rising cultural self-confidence among young people, dessert plus new Chinese style is the magical key to traffic. G Project accurately grasped the trend of snacks. It worked with Lay's limited flavors for spring from the product development phase. The concept of Chinese-style cherry blossom blends traditional Chinese flavors with new cooking techniques and develops three new spring-limited flavors: sakura + rice wine, chestnut, and waxberry.
In terms of communication, G Project has insight into young people’s desire for self-expression and their passion for street dance and pop culture. It uses Chinese music and dance to relate to young people. Bala Cherry Blossom reinterprets the spirit of cherry blossoms. Let the young generation express their personality while embracing the Chinese culture.
Lay’s invited Jin Chen and Chen He as the ambassadors for the limited edition. In the music video, Jin Chen shows the romance of cherry blossoms with her delicate dance, and Chen He shows the funny side of dance with his humor. We invited well-known musician Song Yang, choreographer Hu Bowen, and director Li Xuan to create an exquisite and excellent music video.
After the music video, Lay’s initiated an online challenge on TikTok to start the cherry blossom dance trend. Weibo hashtag #Chinese-style Cherry Blossom Dance# hit 1.894 million discussions, and the TikTok version won 770 million views. 146,000 users accepted the challenge and posted their dances on TikTok. Most mid-tier influencers posted their challenge, and the high-quality content drove more users to participate in the activity. Students from Wuhan University used their way to cherish the blossom season, and the hashtag #Wuhan University Cheery Blossom Dance# hit the Weibo headline. 2021 Spring Limited Offer combines Chinese and pop culture, attracting young consumers and discussions.
In 2021, dance under the most beautiful cherry blossoms in China.
