{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF MUSIC","is_link":false},{"keyword":"ENTRANT COMPANY","content":"TBWA\\CHINA, SHANGHAI","is_link":false},{"keyword":"TITLE","content":"THE YANGZHOU QIAO BEI MUSICAL SUITE","is_link":false},{"keyword":"BRAND","content":"YANGZHOU MUNICIPAL BUREAU OF \nCULTURE, RADIO, TV AND TOURISM, CHINA","is_link":false},{"keyword":"ADVERTISER","content":"YANGZHOU MUNICIPAL BUREAU OF CULTURE, RADIO, TV AND TOURISM, CHINA","is_link":false},{"keyword":"AGENCY","content":"TBWA\\SHANGHAI, SHANGHAI","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"JOANNE LAO","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"RONNIE WU","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"MO CHEN","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"RON DIAO","is_link":false},{"keyword":"AGENCY PRODUCER","content":"DORA ZHOU","is_link":false},{"keyword":"HEAD OF PRODUCTION","content":"CHRISTINE CHEN","is_link":false},{"keyword":"DESIGNER","content":"QIUYUAN LU","is_link":false},{"keyword":"CONTENT VIDEO DIRECTOR","content":"ALEXANDER KANG","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"CHARLOTTE FAN","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"MOD GROUP, SHANGHAI","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"GUANGXIANG CHEN","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"YAXIN ZHANG","is_link":false},{"keyword":"FILM PRODUCER","content":"ZHENGTU LI","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"BLACK CAT WHITE CAT, TOKYO","is_link":false},{"keyword":"MUSIC COMPOSER","content":"BLACK CAT WHITE CAT MUSIC","is_link":false},{"keyword":"ENGLISH CONTEXT EXPLANATION","content":"In recent years, the rise of China Pride has inspired people to rediscover the beauty of Chinese culture. Riding this trend, Culture and Tourism Bureaus across various cities are promoting their local cultures to broader audiences. The Yangzhou Culture and Tourism Bureau aims not only to stand out in the competition but also to rejuvenate its culture in innovative ways.\r<br>\r<br>When referring to Chinese culture, people typically think about traditional art and craftsmanship. However, Chinese bathhouse culture, a 1,200-year-old tradition is largely overlooked, and a part of Yangzhou’s significant heritage. In fact, many people today don’t visit bathhouses, and this culture has almost faded from modern society.\r<br>\r<br>To promote bathhouse culture, we identified one of its key highlights: Qiao Bei, a back-tapping massage that provides a relaxing and rhythmic experience, reintroducing Qiao Bei in an unexpected and resonating way.\r<br>\r<br>To further amplify impact and connect with consumers’ everyday lives, we hijacked a nationwide sensation – the 2025 Jiangsu Football City League, for which Yangzhou is a participating team. We turned the Qiao Bei rhythm into a symphony of cheers. With significant media exposure and public attention, we brought Qiao Bei to a national audience, further igniting Yangzhou’s city pride.\r<br>","is_link":false}],"files2":[{"name":"RA09_002.mp4","type":"mp4"},{"name":"RA09_002_DI01L.jpg","type":"jpg"}],"count":2}