The new version has really changed a lot. Many former viewers said that "I didn't expect the animated characters I liked when I was a child, but now I can't recognize them when I put on my clothes."
Advertising communication starts with dolls. Haier is in a dilemma between trying to remember the childhood of a new generation of children and satisfying the adult audience who can already afford refrigerators and color TV washing machines. They put on spacesuits for the new image of Haier brothers, and like superman, they put on a pair of shorts outside their tight spacesuits.
Is it a new version of "Younger Age"? Sorry, it's not for you.
The new Haier brothers not only put on their clothes, but also have three heads, explosive heads, round eyes and blushes that appear and disappear. The characters are mainly lines and simple geometric shapes, and the colors are much brighter than the old ones. If adult children are willing to use their brains to think about it, they will find that this feature is reflected in many cartoon works for young children, such as Pleasant Goat and Big Big Wolf and Piggy Page.
Yes, according to Haier's official statement, the animated film "The Adventure of the Haier Brothers Universe" released after 23 years is also a popular science animation for children aged 3- 10. This seemingly ruined childhood modeling feature is actually to cater to children's tastes.
This style has caused great controversy on the Internet, and many former viewers think that they ruined their childhood. In order to appease the mood of "big friends", Haier has done a lot of work. At the official Weibo of Haier Brothers, the producer disclosed the process of "dressing" for the two brothers for the first time:
"We collected the elements that children like and made five versions of Haier Brothers. On a sunny day, we had face-to-face communication with kindergarten children in many cities across the country with five versions of Haier Brothers. Children independently choose and vote for their favorite look. In the end, the shape of Haier brothers wearing spacesuits, as the most popular image, became the final shape of Haier brothers' new animation. "
Later, they sent a message to Weibo asking everyone to take this cartoon as a model in the new play starring Haier brothers. After the Haier brothers take off their clothes, they will still wear only shorts as everyone is familiar with before:
I don't think it is necessary for adults to ask Haier brothers not to change their image. After all, Haier officials have said that this cartoon is for children now. Judging from the released drama series, The Adventure of the Haier Brothers Universe is related to the old version of Haier Brothers animation in content, and has also added a lot of content that keeps pace with the times.
In the old animation, the Haier brothers and their party completed their adventures between the continents of the earth. In this new animation, Haier brothers will follow the footsteps of wise old people to explore the unknown universe and popularize scientific knowledge to children by the way.
Although the style of the new animation is naive, it has a strong sense of science and technology. In the first episode, the wise old man appeared in front of the Haier brothers in the form of holographic projection, just like a virtual idol like Hatsune Miku.
In the second episode, MengMeng, a female robot, is a sister made by the wise old man for the Haier brothers. She is a nano-robot, and her body is composed of many small nano-robots, so she can freely transform into cats, birds and other forms.
The director of this animation is Japanese director Yoshisuke Kichichi, who is the director of the Earth Epic in the Japanese TV series F. Fujio Fujiko Parallel Space, and has also directed and produced Catman, Paper Rabbit Luo Pai Theater Edition, LINE Change X and other works. In shaping business IP, Yoshisuke Kichichi also has successful experience: he once directed the Japanese TV animation Little Pisuo of Merchant Star, which was adapted.
"Advertising" Comics of Technology Companies
Because of the cartoon "Haier Brothers", Haier was described by netizens as "the most expensive animation block". In fact, although many people realize that Haier Brothers is related to Haier Group, which produces electrical appliances, the old version of Haier Brothers is indeed an advertisement of Haier Group.
The old version of Haier Brothers was released on 1995 and produced by Beijing Oriental Hongye Animation Company for Haier Group. Dongfanghong Ye Yuan was originally a cooperative advertising company of Haier. In the early 1990s, after importing several professional computers for animation coloring from abroad, I began to make animation advertisements for Haier.
The image of Haier Brothers appeared 10 years before the cartoon was broadcast. When Haier Company started its business, it introduced refrigerator production technology and equipment from Liebherr Company in Germany. At that time, the contract stipulated that China Haier Company could add the address of Qindao (another name for Qingdao) to the German trademark. As the mascots of Qingdao Haier Company, Haier Brothers also adopted the youthful image of China children (Haier Brothers) and German children (Haier Brothers) standing side by side.
Haier has always been an ambitious company for cultural content. It may not be accidental that Haier's new media has done well in recent years, because as early as twenty years ago, Zhang Ruimin, the founder of Haier, had invested in the animation industry.
Before the animation "Haier Brothers" was broadcast, CCTV Animation City once broadcast an animation called "Music Island", which tells the story of Haier protecting the music island and the seven-tone guqin on the island. This is also the Oriental Red Leaf, which is one of the advertising cartoons of Haier Group. The names of Haier Ge and Haier Di in that animation are also "Qindao" and "Haier". These two names came from Haier's company name at that time, Qingdao Qindao Haier Co., Ltd.
Zhang Ruimin is very satisfied with the broadcast effect of the animation. Later, Haier invested in the production of "Haier Brothers" series cartoons, with two episodes of *** 2 12, each episode lasting more than ten minutes. Born in the depths of the Pacific Ocean, the Haier brothers in this animation are "people" created by wise old people after understanding the mystery of life. In order to solve the disasters faced by human beings and solve the endless mysteries of nature, Haier Brothers set out from the Pacific Ocean and crossed North America, South America, Antarctica, Australia, Africa, Europe and Asia. In more than 200 episodes of animation, they almost traveled all over the world.
At that time, the animation industry in China was in decline, and TV stations were eager for high-quality animation. Among many domestic cartoons with fairy tales as the theme, Haier Brothers, which takes exploration as the main plot and popularizes scientific knowledge with cartoons, has become a clear stream in the animation industry and even the first domestic cartoon broadcast by American TV stations.
This animation left a deep childhood memory for many post-80s and post-90s, and also brought valuable cultural IP value to Haier Group. Until today, the question "Why did the Haier brothers only wear a pair of shorts when they went to the South Pole" can still lead to discussion on the Internet. In the new media era, Haier Group has also created 179 Weibo accounts and 286 official WeChat accounts around Haier.
For Haier, the next question is how to maintain the IP of Haier Brothers and pass it on. As "Haier Brothers" said in Weibo:
"At that time, I saw the Haier brothers born in the 1980s and 1990s, and now they have grown into the mainstay of society, supporting families, jobs, organizations and institutions. I believe you have all learned the courage and exploration of Haier Brothers Church!
Today's 3- 10-year-old children may be the treasures of their big friends in 8090. This' younger' Haier brother regrets continuing to accompany your child's childhood, exploring this unknown world and inspiring him.