10个海外创意宣传策划案例
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这组平面<span style="color: black;">宣传</span>竟「自带音效」</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可口可乐<span style="color: black;">近期</span>发布了一组平面<span style="color: black;">宣传</span>，搭配了「Try Not To Hear This」的文案，挑战人们能否避免在看<span style="color: black;">宣传</span>的<span style="color: black;">同期</span>，在脑中自动播放对应的声音。很显然，<span style="color: black;">大众</span>都失败了：气泡的「嘶嘶」声，瓶子开盖和易拉罐开口的声音，都<span style="color: black;">不可</span>躲避般得回荡在脑海中。该<span style="color: black;">宣传</span>的创意代理商 David 巧妙地利用了「感觉联动」，激活了消费者的感官记忆。让观众能在看到<span style="color: black;">宣传</span>的<span style="color: black;">同期</span>自主完成「声音的填充」和「品牌的联想」。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Sprite | Born to Rfrsh</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">雪碧出了「喷雾装」</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">说起雪碧，<span style="color: black;">每一个</span>人想起来的<span style="color: black;">第1</span>句话可能<span style="color: black;">便是</span>透心凉心飞扬。雪碧的营销<span style="color: black;">始终</span>围绕着「清凉」做<span style="color: black;">文案</span>。今年夏天到来之际，雪碧改变了饮料的形式，出了一款「喷雾装」的饮料。正如<span style="color: black;">这次</span>战略的名字，<span style="color: black;">经过</span>清凉的喷雾来唤醒夏天。在呈现形式上，视频里人手一瓶的喷雾与美国街头文化相结合，融合了多种嘻哈元素，并且制作了相应的场景化海报以及户外<span style="color: black;">宣传</span>加强宣传。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google | Hey Mom</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最不厌其烦的呼唤<span style="color: black;">便是</span> Hey Mom</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google 收集了生活中各种各样匪夷所思的「呼唤妈妈的时刻」：滚了一身泥巴回家的时候，<span style="color: black;">刚才</span>洗完衣服的时候，厕所里面没纸的时候，所有人都会无<span style="color: black;">认识</span>地喊妈妈来帮忙。正是这些细碎的时刻、繁琐的小事，造就了妈妈这个超人，让她<span style="color: black;">作为</span><span style="color: black;">咱们</span>的靠山。Google 借此来<span style="color: black;">暗示</span>对每一位妈妈的佩服的崇敬。除此之外，妈妈应接不暇的时候，<span style="color: black;">亦</span>会想让妈妈来帮忙。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Apple | Inside Joke</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">iPhone 里的笑话，<span style="color: black;">仅有</span>自己才懂</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在Apple 上传的视频「Privacy on iPhone Inside Jokes」中，一位黑人大妈在美甲沙龙里对着手机狂笑不止，让<span style="color: black;">周边</span>的许多人面露难色。在公共场所喧哗是一件不道德的事情，<span style="color: black;">然则</span>苹果想在这件事情里告诉观众：正是 iPhone 对信息的加密，才让笑话仅被自己一人<span style="color: black;">晓得</span>。显然，并非<span style="color: black;">每一个</span>人都<span style="color: black;">必须</span><span style="color: black;">认识</span>这个笑话。<span style="color: black;">持续</span>创新的除了<span style="color: black;">制品</span>，还有<span style="color: black;">针对</span>用户隐私的<span style="color: black;">守护</span>。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Burger King | Mini-flame King</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">自制汉堡王火焰大餐</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">土耳其是一个热爱烧烤的国家，<span style="color: black;">她们</span><span style="color: black;">能够</span>在任何时间任何地点随时开烤。想必这<span style="color: black;">亦</span>是汉堡王入驻土耳其各地的<span style="color: black;">重点</span><span style="color: black;">原由</span>——火烤大餐和爱烧烤的人民，<span style="color: black;">然则</span>一个城市 Sinop 却<span style="color: black;">无</span>汉堡王的门店，在<span style="color: black;">她们</span>向汉堡王<span style="color: black;">暗示</span>这份遗憾时，汉堡王为<span style="color: black;">她们</span>制作了像自热火锅<span style="color: black;">同样</span>神奇的迷你烧烤，并且拍摄了<span style="color: black;">关联</span>视频告诉<span style="color: black;">她们</span><span style="color: black;">怎样</span>操作。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Coca Cola | Avengers</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可口可乐上的复仇者联盟别针</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可口可乐在包装上搞出新文章来不是一次两次了，这一次可口可乐把<span style="color: black;">重视</span>力放在罐子上的拉环，将其容器上的拉环改造<span style="color: black;">成为了</span> 12 个复仇者联盟英雄头像的别针，<span style="color: black;">包含</span>铁人、黑寡妇、绿巨人和雷神。为了让别针抵抗湿气和低温，这些均<span style="color: black;">是由于</span>特殊<span style="color: black;">设备</span>单独制作，<span style="color: black;">而后</span><span style="color: black;">经过</span>专用工具固定在特殊版复仇者罐头的常规标签上。在巴西最大的连锁电影院，6000 瓶复联可乐被分发给观众。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Lacoste | Crocodile Inside</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Lacoste：内心的「鳄鱼」</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>拍一支即有<span style="color: black;">恰当</span>的<span style="color: black;">制品</span>露出又有电影般情节的<span style="color: black;">宣传</span>片？想必 Lacoste <span style="color: black;">已然</span>给出了答案。最新推出的视频 Inside Crocodile 中，一对情侣在吵架，<span style="color: black;">此时</span>内心的鳄鱼<span style="color: black;">起始</span>咆哮。之后令<span style="color: black;">她们</span>都<span style="color: black;">无</span>想到的是，<span style="color: black;">劫难</span>电影的情节<span style="color: black;">出现</span>在了<span style="color: black;">她们</span>身上，楼层断裂，<span style="color: black;">她们</span><span style="color: black;">必要</span><span style="color: black;">经过</span><span style="color: black;">一直</span>地奔跑、鼓起勇气飞跃<span style="color: black;">才可</span>存活下来。最后两个人在滚滚灰尘中冰释前嫌，以一句「Life is a Beautiful Sport」结束。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">McDonalds | the worlds smallest McDonalds</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">全世界最小的麦当劳</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">麦当劳竟然会有不卖汉堡、薯条和奶昔的一天。瑞典的<span style="color: black;">有些</span>麦当劳屋顶上<span style="color: black;">本来</span>有<span style="color: black;">有些</span>蜂箱，面对蜜蜂种群数量在世界范围内<span style="color: black;">连续</span>下降的趋势，麦当劳创造了世界上最小的麦当劳——一个名为McHive的功能齐全的蜂箱，蜜蜂<span style="color: black;">经过</span>主入口进入蜂巢，餐厅还有一个McDrive和户外座位，帮蜜蜂创造出了一个传授花粉的胜地。<span style="color: black;">做为</span>麦当劳瑞典可<span style="color: black;">连续</span>发展工作的一部分，瑞典各地的<span style="color: black;">更加多</span>特许经营商正在加入这项事业。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Amazon | Amazon Prime & Prime Wardrobe</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一见钟情的感觉，亚马逊帮你实现</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每一个</span>人在网上购物时，<span style="color: black;">必定</span>都幻想过自己身穿某件衣服时的画面。亚马逊的最新<span style="color: black;">宣传</span>就抓住了这点，让购物的人爱上了想象中的自己。这一系列幽默的<span style="color: black;">宣传</span>专注于家具与时尚，告诉<span style="color: black;">大众</span><span style="color: black;">经过</span> Amazon Prime 就能过上美好的生活。两天到货，免费试穿再下单，就连大型家具<span style="color: black;">亦</span><span style="color: black;">不消</span>运费，这些只属于 Amazon Prime 的特权确实很吸引人。<span style="color: black;">宣传</span>创意代理商 Droga5 的首席创意官 David 说：「这个<span style="color: black;">宣传</span>讲述了<span style="color: black;">制品</span>与人们产生共鸣的故事，<span style="color: black;">咱们</span>只是加强了幻想的这部分<span style="color: black;">罢了</span>。」</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Extra Gum | Give Extra, Get Extra</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">益达催泪<span style="color: black;">宣传</span>续集</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">数年</span>来，Extra Gum 和其创意<span style="color: black;">公司</span> Energy BBDO <span style="color: black;">始终</span>致力于打造「Give Extra, Get Extra」的 Campaign，向人们展示口香糖的力量。上一部短片「Sara and Juan」描绘了一对情侣<span style="color: black;">经过</span>口香糖包装来求婚的故事。而这次的续集「Max and Bill」则讲述了一个男孩和一个经常坐在公园里独自玩跳棋的老人之间的友谊。一罐特殊的口香糖将<span style="color: black;">她们</span>紧密相连。一个分享的举动，可能会对某人产生深远的影响，无论<span style="color: black;">她们</span>的年龄、种族或是性别。</p>
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