When the world outside is full of changes, people are more inwardly thirsty for a humanistic power. So "poetry" has become the meat and potatoes of the brand battle in recent years, poetry marketing form has become more and more diversified, but in the hot days of a hundred competing double eleven, with "poetry" and consumer communication, perhaps this is the first time.

"Give life more real" is the core idea conveyed by Jingdong during this year's Double Eleven promotion.

This kind of simple but powerful communication has a strong contemporary and practical significance. Therefore, under this theme, we hope that the creativity is also "real", focusing on our real life and conveying real warmth and love. However, real does not mean plain, using romantic poetry which seems to be the most contrasting with real life to write about life, isn't this where the contradiction and tension of creativity lies.

But, what is poetry? What kind of words are poetry?

We have studied Li Bai Du Fu and read "Facing the sea, flowers blossom in spring", but these are the poems written by literati or artists, or the flat rhymes and excellent lines written by talent. For an ordinary person, what is his poem?

It's a note Daddy left on his daughter's kettle.

It's the family's blessing on the birthday peach for Grandma.

It's an echo of the efforts to fight the environment.

It's the names of those who are middle-aged, but still run around the field like teenagers.

For ordinary us, every stroke in life is a real and romantic poem. Those places full of human fireworks, is the place where poetry rises up.

With such a warm and authentic tone, an equally warm and authentic voice hits us - "Story" Xu Wei.

This is one of Xu Wei's "niche songs", but it is a real treasure. He sings about everyone who works hard for life and writes brilliant stories about it, and believes that there is always love and a beautiful, warm and bright ending. The song coincides with our idea from the melody to the core. It's only complete when there's a poem and a song.

For the whole film, we were very clear about de-advertising, so we kept subtracting. Subtract the stories made up out of thin air, the gripping reversed settings, and every story can find archetypes around. Subtract the VO, subtract the cool shots, and fill in the emotional gaps with technical white space. Even the actors...many of the characters featured in the movie are uneducated, pure vegetarians who have never studied acting. They are the crew, the crew's family, friends, neighbors next to the shooting location...no makeup or hair or styling, they wear their own clothes and do what you and I have been, or are going through. Rather than making up stories, we believe it is always the truth that moves people.

In a double eleven full of marketing and wrapped up in all kinds of consumer trends, what else can be said but promotions? If everyone who watches the movie is briefly touched by a certain moment, if such a simple and honest proposition can still provide some positive social emotions and values, then this poem we wrote together is the answer.