背景： 非遗鱼酱酸，作为贵州雷山延续千年的苗族美食， 阿里公益联合海底捞，对雷山非遗鱼酱酸进行改造，并在全国1300多家门店，推出鱼酱酸火锅。 创意： 酸，是中国贵州雷山地区延续千年的苗族美食，一种中国少数民族的民俗传承。 酸，在中国汉字中，也表示一些不好事情发生时，人会有心酸的感觉。 我们围绕#酸的生活法则#展开内容沟通，并绘制8张具有反差感的海报。其中4张表达传统民俗美食，另外4张展现生活中的心酸时刻。我们采用手作为画面主体，用手表达内容，表达不会过于直白。这种不直白、模糊、含蓄的表达很好展现了“酸”的词义，也是一种东方独特的表达方式。通过“借”“递”“给”这些肢体语言，也表达了千年美食的延续。“酸”的两种状态，一种positive，一种negative，都可以通过手来展现。这种对比的方式，即表述民俗美食传承千年，味道好。也表述生活中的心酸时刻，这种反差让人印象深刻。 结果： 围绕#酸的生活法则#展开的话题营销，在社交媒体带来1亿+阅读量和10万+讨论量，很多消费者对这个话题产生共鸣并参与讨论，从而带来了近90万的销售转化。
BACKGOUND: The Intangible Cultural Heritage sour fish sauce, a traditional Miao ethnic dish from Leishan, Guizhou, has been passed down for thousands of years. In collaboration with Haidilao, Alibaba Foundation revamped this traditional dish and launched the sour fish sauce hotpot across more than 1,300 restaurants nationwide. IDEA： Sourness is not only a Miao ethnic culinary tradition from Leishan, Guizhou, that has lasted for millennia, but in Chinese culture, the word "sour" also symbolizes the bittersweet feelings people experience during challenging moments. To explore this dual meaning, we developed content around the theme #TheLawofSourLife# and created eight posters emphasizing contrast. Four of these posters showcase the rich cultural heritage and distinctive flavors of traditional sour dishes, while the other four depict moments of emotional sourness in everyday life. We used hands as the primary visual elment to tell the story. The gestures of "borrowing," "passing," and "giving" represent the inheritance and continuation of this thousand-year-old culinary tradition. Hands convey subtle and nuanced expressions, which resonate with the unique Eastern style of indirect and poetic communication. Through this dual perspective of sourness—one positive and the other negative—the contrasting posters vividly emphasizes both the rich heritage of the dish and the bittersweet moments in life, leaving a lasting impression. RESULTS： The #TheLawofSourLife# topic marketing campaign garnered over 100 million views and 100,000 discussions on social media. Many consumers resonated with the theme, actively participated in discussions, and ultimately led to nearly 900,000 sales conversions.
