我们在空中说着他们的故事

我们在空中说着他们的故事

为什么一家航空公司，会想去拍摄一系列微电影呢？

为什么这些微电影《老兵的约定》《梦想，从心出发》，推出后都能立刻获得社会的广泛认可并迅速被传播、讨论，甚至进入国际三大电影节之一的戛纳电影节系列活动，打动一系列专业人士？ 本期《NIHAO》将为您讲述南航和它的微电影故事。

Approved by the audience as “High Quality Films”

On 27 April, A steady Promise, presented by China Southern Airlines, was offi cially released online.

After just several days, the exposure on the Internet reached 60 million views, and the click rate of the

offi cial full fi lm came to two million. On 24 May, this fi lm, along with the other popular fi lm presented by China Southern, Dream, Starting from the Heart,

joined the 2017 Cannes Film Festival and were both exhibited at the China Pavilion in Cannes, showing to the international audiences and touching many international fi lm lovers.

Besides, the top bloggers in China also started to analyze and discuss the fi lm A steady Promise thoroughly, arousing considerable reposts and discussions on the Internet. Only two hours after the articles were published, the reading rate had reached more than 100000. Many audiences online commented on this fi lm below the articles, “this is a high quality fi lm”“China Southern has a sense of historical responsibility”, and “brand the history on the mind and remember the original dreams for ever”.

“The fi lm is based on a true story, which is about a 99-year-old veteran leaping over thousands of miles through space to carry out his promise to his comrades. When we were making the fi lm, we showed much respect for the historical details. We did a lot of reference work on the settings, the equipments and the weapons for the representing of the Battle of Changde in the fi lm. The grand exploding scenes were in the charge of our pyrotechnics team, whose techniques of visual effects can up to the professional fi lmmaking standard. The director of the fi lm is again the winner of Golden Horse Award for the Best New Director Zhang Rongji”, said vice president of China Southern's Marketing Division, Liu Yunna.“At present, our communication has been into a new age, in which only good quality can achieve best communicative effects. From the fi lm Dream, Starting from the Heart to the fi lm A steady Promise, we made it, and this is the reason why we could be approved by the audience and even by some specialists in this fi led.”

Real People, true story and true emotion. Besides the good quality, the most essential elements to arouse the sympathy is a true story and the meaning and emotion in it. “We have two main principles to select a story. Firstly, it must be a true story, and then, it must contain huge positive infl uence and strong emotional resonance. A true story can have huge communicative and sympathetic potentials, touch the audience deeply, and encourage the active repost and further communication. Meanwhile, it can also keep the society paying more attention to this true people”,said Liu Yunna. After the fi lm about a football team in an elementary school in Kawak County in Xinjiang, Dream, Starting from the Heart, being shown on abroad and through WeChat, more and more people started to be concerned about them, showing more encourage for them. And the team, on the other hand, became more brave and persistent in pursuing their dreams. It's wonderful that this kind of stories discovered and selected by China Southern can be further spread by more passengers and audience. “China Southern is the passengers' partner to discover the world and to realize the dream. We don't just solve the problem of transportation. We would like to be part of passengers' lives in a global range”, said Liu Yunna.

The films presentedby China Southernjoined the Cannes Film Festival and were both exhibited at the China Pavilion in Cannes在戛纳电影节中国馆展映时，南航的微电影打动众多国际电影人。

被网友称为“良心剧”

4月27日，南航品牌微电影《老兵的约定》正式上线。短短一个月的时间，该部微电影的网络总曝光量超过6000万，官方正片点击播放量超过200万。5月24日，《老兵的约定》和另一部广受欢迎的南航微电影《梦想，从心出发》正式登陆戛纳电影节，在戛纳中国馆进行了连续展播，打动了许多国际电影制作人。

此外，国内一线知名公众号纷纷对《老兵的约定》进行深入的剖析及探讨，引起网友的自发传播及热议，在文章发出后短短2小时内达到10万+阅读量。网友们看完微电影后，积极在文章中留言表示“这是良心剧”“南航有历史责任感”“铭记历史，不忘初心”。

“这部片子是根据真实故事改编，是一位99岁老兵、跨越千里完成与战友约定的故事，我们拍摄时十分尊重历史细节，对于片中提到的常德会战的场景、装备、武器等都进行了严格的考证。场面宏大的爆炸场面是由我们的爆破团队执行，从效果上看已达到专业电影级水平。导演也是再次选用了金马奖的获奖导演张荣吉。”南航营销委市场部副总经理柳云娜介绍，“当下的传播已经进入新的时代，好的作品、好的方式才能保证好的传播效果，所以我们十分注重品质的把控。而从《梦想，从心出发》到《老兵的故事》，都做到了这一点，所以才会得到大众甚至电影专业人士的认可。”

真人、真事和真情

除了好的品质，最能引发受众共鸣的，还是能触动人们的故事，以及其中蕴涵的情感和意义。“我们选择故事的标准有两个，第一都是真实的故事，第二，它本身蕴涵着十分强大的社会正能量和情感感染力。真实的故事具有巨大的传播和共情潜能，能打动大家的心，引发大家的自发传播。而且，还能引发社会对这一群体的持续关注。”柳云娜说。《梦想，从心出发》拍摄的新疆喀瓦克乡小学足球队故事，在机上频道、微信平台播出后，社会上很多人都开始关注他们，给他们鼓励，而他们也因为这些来自社会的关心和支持，变得更加勇敢、更加坚定地追求梦想。

这种由南航发掘、讲述的旅客故事，又被更多的旅客一起去传播、延续，这个过程非常美好。“南航是旅客探索世界、实践梦想的参与者，我们不只提供交通解决方案，更是在全球范围参与旅客的生活。”柳云娜说。In cannes, on 24 May, in a Sino-European Football Friendly Match, tens of international celebrities attended the match.The guest for the beginning of the match was Marc Piton, the former President of UniFrance. They all there to help support the children's football cause, cheered for the Kawak County elementary school football team in the fi lm Dream, Starting from the Heart and encouraged them to pursue their football dreams. The match was ended with the victory of European team, while both teams showed their great manners and respects. The endeavor was to make the young teams get more attention. After the match, they gave autographs to the team members from Kawak County and trusted China Southern with the gifts to these children.

5月24日，在戛纳举行的“中欧足球友谊对抗赛”，有数十位国际知名影人参加比赛，而开赛嘉宾更邀请到曾任法国电影联盟主席的马克·毕栋。这些影人们来参加比赛都是为了给儿童足球事业助力——给《梦想，从心出发》里的新疆喀瓦克乡小学足球队队员们加油，鼓励他们带着梦想继续飞翔。本次足球友谊赛以欧洲队获胜告终，双方球员均展现极佳的绅士风度，挥洒汗水只为让心怀梦想的小足球队能够得到更多的关注。赛后，他们共同为喀瓦克乡小学足球队签名，并献上礼物爱心足球，并委托南航将这批礼物送到小朋友们手上。

The story continues —in Cannes, they play football for the children

故事延续：在戛纳，他们为孩子们踢了一场球

They said他们说

“At very fi rst, I read some reports about the fi lm Dream, Starting from the Heart on Nihao, and later, I was deeply moved by the fi lm itself. Especially when I knew this fi lm and The Promise of a Veteran were both based on true stories, I wanted to bring them to Cannes even more. At the international events like the Cannes Film Festival, it's a very meaningful thing to let more audience to watch these micro fi lms about our country, know about true stories happening in China”.

——A-Lang, Director of the China Pavilion of the Cannes Film Festival and Editor in Chief of Magazine Movie View.

“最早是在南航《NIHAO》杂志上看到《梦想，从心出发》的报道，后来看完整部片子后印象很深。尤其知道这部电影以及《老兵的约定》都是真实故事改编后，就更加想把它们带到戛纳。在这样的国际级电影展会上，让更多国际观众看到这些中国题材的微电影、读到真实的中国人故事，是一件挺有意义和有趣的事情。”

——阿郎戛纳电影节中国馆负责人、《看电影》杂志主编

“I wish these kids can stick to their dreams and keep loving football. Wish that after their dreams starting from the hearts, they can keep fl ying”.

—— Ye Ning, vice president of Huayi Brothers Media Group, the producer of the fi lms Coming Home, Gone With The Bullets , Go away Mr. Tumor and so on.

“希望孩子们能继续热爱足球，希望他们的梦想从心出发后，能继续飞翔。”

——叶宁 华谊兄弟公司副总裁（出品《归来》《一步之遥》《滚蛋吧，肿瘤君》等。）

“When I saw these kids fi nally could play in their fi rst match and realize their fi rst dream fl ying from Kawak County to Urumqi, I am proud of them and happy for them. I wish they could fl y further with their football dreams”.

—— Zhang Yi, famous Chinese Actor, known for Mountains May Depart, Dearest, Cock and Bull and so on, the winner of Best Actor of the 23th Magnolia Award.

“看到孩子们终于能在帮助下，从喀瓦克乡飞到乌鲁木齐参加人生的第一场比赛，实现人生的第一个梦想。为他们骄傲，为他们高兴。希望他们的足球梦飞得更远。”

——张译，内地知名演员(代表作《山河故人》《亲爱的》《追凶者也》等，第23届白玉兰奖最佳男主角)

“I'm very happy to see the fi lm and know about the story. I hope these kinds of stories could happen more and more and could be seen more. I am also a member of China Southern's Sky Pearl Club, and I am strongly impressed by the enthusiastic, considerate and kind service of China Southern”.

—— Qu Xiaopeng, the producer

“很高兴能看到这部电影，知道这个故事。我希望这样的故事，以后能多一点发生，多一点被看到。我本身也是南航的会员，对南航服务的热情、周到、亲切，印象很深。”

——制片人 曲晓鹏