Building on the success of “Meet Z,” Panda Express wanted to reach broader audiences with universal brand values based on Chinese American calendar events. So they asked Madison + Vine to create content to run during Asian Pacific American Heritage Month (May). Dovetailing into Panda’s larger “(Origin)ality” campaign, they asked us to come up with two dramatic pieces of content: one on origin (where we start our journey) and one on originality (how we overcome adversity) for digital-first distribution.
Working with Panda’s team and directly with their CMO, we created the idea for “Reflections” around the founder’s unique success story. This piece looked back on milestone moments in their journey from Asia to the U.S. to starting Panda Express; framed by the lessons they learned along the way that they would eventually pass down. The goal of the second film was to celebrate underdogs in everyday life. “Ode to Underdogs” simultaneously told three stories of people overcoming obstacles to defy the odds and set to inspirational original voice over.
Each short received coverage in PR Newswire, The Drum and QSR Web and was praised for their depiction of “grit, grace and gratitude.”
Watch the Underdog trailer above and the two finished pieces below: