Mahjong Honey Words （麻雀蜜语）
Promotion design, 2018
This is a product specially designed for the legendary Hong Kong company (https://www.eldage.com/ ) for Christmas: hand-carved Mahjong.
The sparrow is not only one of the old Hong Kong people's leisure and entertainment methods, but also one of the important representatives of the traditional culture of Hong Kong style. Especially in the era of immature technology development, people use carving knives to sculpt delicate sparrows. Each sparrow represents every The seriousness and intention of each master. Later, after the large-scale production of sparrows using machinery, although the number and efficiency of sparrows have continued to increase, the hand-carved sparrow technology that has prevailed since the 1960s and 1970s was slowly lost in the 1980s and 1990s.
Therefore, we use sparrows The shape prototype is used as a carrier, and the traditional sparrow is innovated in the form of a split font, so as to achieve the effect that mahjong can be spelled. At the same time, customers can customize the colors, sizes and patterns they want. We want to innovate with hand-carved technology and enrich the content of sparrows to inherit this traditional culture and let more young people know.
这是一款专为香港传奇公司（https://www.eldage.com/）设计的圣诞产品：手工雕刻麻将。 麻雀不仅是旧港人的休闲娱乐方式之一，也是港式传统文化的重要代表之一。尤其是在技术发展不成熟的时代，人们用雕刻刀来雕刻精致的麻雀。每一只麻雀都代表着每一位主人的认真和用心。后来，在使用机械大规模生产麻雀之后，虽然麻雀的数量和效率不断提高，但自1960年代和1970年代盛行的手工雕刻麻雀技术在1980年代和1990年代逐渐失传。 因此，我们以麻雀的形状原型为载体，对传统麻雀进行了分体字形式的创新，从而达到可以拼麻将的效果。同时，客户可以定制自己想要的颜色、尺寸和图案。我们想用手工雕刻技术进行创新，丰富麻雀的内涵，传承这一传统文化，让更多的年轻人知道。
___
Product manager: Chuanqi Liu
Design Direction: Jinyuan Li
Creative Direction: Jinyuan Li & Ruiming Yang
Marketing Direction: Sixian Li
New Media Operation: Sujin Yao
Financial Direction: Tingyu Zheng
PR: Ye Xing
SYNOPSIS
The content of the advertisement uses the silent love between father and son to show the characteristics and functions of hand-carved Mahjong, that is to express love through the carving technique.
Details:
After the boy failed to pursue the girl, he went home and complained angrily to his father who was the master of hand-carving: "What's the use of you to do these things, now they are replaced by machines, don't do it, it's boring. It makes my girlfriend have none", Then he went upstairs and his father didn't speak.
After the boy came downstairs, he sat next to his father and watched his father sculpt Mahjong. After a while, the father passed the carved Mahjong to the boy and said: "I do n’t even know what kind of girlfriend I am looking for. It does n’t matter what gift I give. Love is the most important thing. This thing carved by hand is left to you". Then the male lead held a smile, and the slogan at the end of the film appeared in text form.
广告内容用父子之间无声的爱来表现手雕麻将的特点和作用，即通过雕刻手法表达爱意。
细节：
男孩追女孩失败后，回到家，怒气冲冲地向自己的手工雕刻大师父亲抱怨：“你做这些有什么用，现在都换成机器了，别做 ，好无聊，搞得我女朋友什么都没有”，说完就上楼了，爸爸没说话。
男孩下楼后，坐在父亲身边，看着父亲雕刻麻将。 过了一会，父亲把雕刻好的麻将递给男孩说：“我什至不知道自己要找什么样的女朋友，送什么礼物都无所谓，爱是最重要的。” 。这件手工雕刻的东西就留给你了”。 然后男主笑了笑，片尾的标语以文字的形式出现。
___
Performances by: Mr. Shunjing Zhang & Ye Xing
Creative Direction: Jinyuan Li
Art Direction: Jinyuan Li
Direction and Videography; Jinyuan Li & Chuanqi Liu
___
Special thanks to Flag Mr. Zhang Shunjing, Second Generation Sparrow.