In China, the Spring Festival signifies a fresh start and new beginnings. Since 2017, we have participated in the strategic and creative implementation of KFC’s Chinese New Year campaigns, all centered around the theme of “The Power of Beginnings”. Just a few days ago, KFC released their much-anticipated 2021 CNY campaign. One year ahead of the Beijing Winter Olympics, the ad takes us into the world of winter sports, offering a new perspective on what it means to be courageous.