Dìdi (弟弟) is Academy Award-Nominee Sean Wang’s debut feature-length film distributed by Focus Features. Set in 2008 Bay Area, it is a heartfelt tribute to immigrant families capturing the joy and chaos of life through the lens of a 13-year-old Taiwanese American boy. Our motivation for this campaign is to prove that AAPI stories and creatives need to be highlighted and uplifted, showing that they are not only welcomed with open arms, but necessary in community and entertainment amongst studios, storytellers, box offices, and audiences.
Representation matters and AAPI voices in stories deserve a spotlight. This campaign was built on the core belief that stories like Dìdi (弟弟) aren’t just important, but essential and timely. It was designed to uplift storytelling and talent in the film through online, social, and broadcast coverage which resonated across cultural boundaries. We aimed to garner AAPI champions in key DMAs across North America using thoughtfully crafted moments for general audiences, celebrities, tastemakers, and creatives - in addition to word of mouth activations through screenings, mailers, and social media. This goal was amplified by partnering with AAPI owned businesses, bringing additional cultural touchpoints to the campaign. Tremendous and Focus Features aimed to curate special moments and highlight creative storytelling in the film Dìdi (弟弟) with authenticity and respect to AAPI culture, community, and to resonate with audience-goers across the nation.
AN AUTHENTIC AND CULTURALLY ALIGNED CAMPAIGN
Tremendous and Focus Features set out to ensure that this was a culturally aligned campaign that was authentic at every level, with the challenge of building and maintaining momentum from its successful Sundance debut.
We worked with AAPI journalists, outlets, and media, as well as Critics to spotlight the rolling release of Dìdi (弟弟). We also held screenings to engage audiences from various key DMAs and regions. We coordinated speciality opportunities including the META Influencer Day - which offered in-studio time with the cast, and an NextShark Skatepark Interview. We also partnered with Wong Fu Productions and Buzzfeed A*POP for various in-studio and red carpet interviews. An AAPI Name Pronunciation Guide was created to ensure communication amongst talent, filmmakers, and press were carried out with respect. We held several junket and off-junket opportunities to create buzz and share the film’s journey, as well as secured specific key coverage pieces to position Joan Chen and Izaac Wang as potential for awards season, as well as the Academy Award-Nominated director, Sean Wang.
GRASSROOTS COMMUNITY PARTNERSHIPS AND INCLUSION
Focus Features and Tremendous partnered with impactful community organizations like CAPE, Gold House, The Center of Asian American Media, The Asian American Foundation, AAPI ERGs and several viral AAPI influencers to highlight their viewing experiences and to create champions through their audiences. We also participated in several giveaways and mailers to further create buzz in the community. Scripts were dedicated for the AAPI community to be shot as shout-outs from director Sean Wang, such as a general AAPI greeting, a Mother’s Day greeting, and more. Tremendous worked with Focus Features to place specific exclusive clips for the AAPI community.
With community and heart in mind, we coordinated an interview in alignment of the film’s Bay Area setting with Sean Wang, writer & director of Dìdi (弟弟) and journalist Nicki Sun. Returning to Fremont for a unique opportunity to hold the interview at a local business, Mr. Sun Tea, of whom we partnered with for ticket giveaways, specialty drinks, and more. Tremendous and Focus Features also partnered with Boba Guys, which featured Dìdi (弟弟) signage at their NYC and LA locations, as well as an exclusive drink. A special cooking demonstration was held for AAPI tastemakers and influencers with Sean Wang and Fatty Mart owner and viral chef, David Kuo. The event spotlighted the cultural significance of what was cooked and expressed their admiration for the film’s authentic storytelling while Kuo’s godmother held a cooking demonstration for a fan-favorite Chinese dish.
We partnered with notable film festivals such as SFFILM, VC Film Festival and NYAFF for special screenings, press and critic opportunities, and strengthening audience relationships. The campaign continued this momentum by hosting exclusive dinners in Los Angeles and New York City, bringing together AAPI leaders to rally support for Dìdi (弟弟). These gatherings encouraged theater buyouts through the film’s release, directly impacting box office success and reinforcing the power of community-driven advocacy for AAPI stories.
Tremendous and Focus Features created an impactful campaign which was a true love letter to the AAPI community. The campaign garnered an estimated audience reach of 4.43 Billion online with an estimated 8.93 Million total coverage views.
Dìdi (弟弟)’s impact proves the undeniable influence of diverse stories:
Along with Oscars buzz for Joan Chen, we secured Rotten Tomato Approved reviews from AAPI critics stating that the film is “perhaps among the best Hollywood films in general.” Outlets such as Buzzfeed A*POP and influencers like Skylar Lee led with a heartfelt connection to the film, creating their own specialty content. Our screenings gained positive champions for the film and filmmakers, our mailers were viewed by audiences across the nation through social media, our publications reached millions of households across the country, and our events were nights to remember. Anna Maria PDTK shared “As a 90’s kid, Asian America, and somebody born and raised in the Bay Area, it does not get much closer to home than this.”
“When our movie comes out into the world, if they like it, people can claim it as theirs. Because it’s something that’s representative of them, and it makes them feel seen. That's how representation should be.” - Sean Wang
