4zhvml8 发表于 2024-8-6 20:22:05

盘点 | 2023我最兴趣的10个宣传案例


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">上一次更新<a style="color: black;">年度盘点</a>还是上一次，一晃就到了2023年的年尾。<span style="color: black;">根据</span>惯例，行业里的各大公众号都会发布自己的年度盘点<span style="color: black;">文案</span>，我<span style="color: black;">亦</span><span style="color: black;">根据</span>个人<span style="color: black;">爱好</span>，把我今年最<span style="color: black;">爱好</span>的「年度10大<span style="color: black;">宣传</span>案例」分享给<span style="color: black;">大众</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/vMcltiaVZ1iciaVnqUCOqavk5XVm6JJGQcjy2YSGmJ6ow6FeTFxb4s2lP3n0tHzwVRBnvMOic9HnY3PCB3Rq44q1mQ/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">美剧《<span style="color: black;">宣传</span>狂人》剧照</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这些案例<span style="color: black;">包括</span><span style="color: black;">区别</span>的创意形式，有考验Insight和Storytelling的视频<span style="color: black;">宣传</span>，<span style="color: black;">亦</span>有紧跟潮流的品牌跨界和AIGC创意。都说<span style="color: black;">宣传</span>是经济的晴雨表，但<span style="color: black;">宣传</span><span style="color: black;">亦</span><span style="color: black;">一样</span>记录了<span style="color: black;">咱们</span>所处的这个时代。让<span style="color: black;">咱们</span>跟着这10个<span style="color: black;">宣传</span>案例，<span style="color: black;">一块</span>回顾即将结束的2023年。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">*排名不分先后，<span style="color: black;">按照</span>项目上线时间的先后进行<span style="color: black;">摆列</span>。</span></p><span style="color: black;">1</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第3286个站</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.01</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：B站</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：群玉山 上海</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/vMcltiaVZ1icg0sb6TUdxRl384QtEYcJ2DWabskibwPaOvGyyhCooWjJY7qXN9H8xP5BTjiaaxSp6MddGRU5HiaJhQA/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个案例，我最<span style="color: black;">爱好</span>的是它的创意切入<span style="color: black;">方向</span>。CNY是一年一度品牌与消费者进行情感沟通的重要窗口，所有品牌<span style="color: black;">皆想</span>在其中找到并扮演好自己的角色。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B站想要在春节扮演什么角色？就像视频最后所写的“这个春节上B站，<span style="color: black;">一块</span>分享真情实感”，B站想要<span style="color: black;">作为</span><span style="color: black;">青年</span>人分享新春真情实感的平台。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>是接到<span style="color: black;">这般</span>的Brief，或许<span style="color: black;">非常多</span>创意的<span style="color: black;">第1</span>反应是在视频中拍一系列各地<span style="color: black;">青年</span>人过春节的趣闻趣事，<span style="color: black;">然则</span><span style="color: black;">这般</span>做就<span style="color: black;">显出</span>过于<span style="color: black;">平常</span>和普通了。</span></p><span style="color: black;">导演：付彬彬</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">群玉山的厉害之处就在于——<span style="color: black;">她们</span>把春节回家<span style="color: black;">青年</span>人都会经过的铁路客运站和B站联系在<span style="color: black;">一块</span>。把「当代<span style="color: black;">青年</span>人的精神家园」B站包装成中国的「<span style="color: black;">第3286个站</span>」，<span style="color: black;">背面</span>更深层的含义是——<span style="color: black;">身体<span style="color: black;">能够</span><span style="color: black;">经过</span>铁路客运站回家、精神<span style="color: black;">能够</span><span style="color: black;">经过</span>B站回家。除此之外，视频中<span style="color: black;">哪些</span>闻所未闻、千奇百怪的站名，<span style="color: black;">亦</span>是一大亮点。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">至于B站给各大铁路客运站的嘱托，这倒是马晓波老师的自我重复了，类似的手法在胜加时期2019年的Case<a style="color: black;">方太《隔壁的家人公约》</a>就<span style="color: black;">已然</span>用过了。</span></p><span style="color: black;">2</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">物归缘主，蹲闲鱼</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.03</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：闲鱼</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：中好 上海</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/vMcltiaVZ1iciatMHfvia5TKtrB6GBNqLrG3S3hBtG2pETLwszF7XRmV7as6v7bCIichT1klRISvcrFgILlO7lbg9Fg/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/vMcltiaVZ1iciatMHfvia5TKtrB6GBNqLrG39y0ick52GsKLpobQudRp0YaiaK2KoCeYcVgtaBqsKKRULRoQW2ibCwTlw/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">&nbsp;</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">闲鱼这个Case，是属于Idea比较轻巧、有点小聪明、执行水到渠成的案例。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你是一个文案，可能你<span style="color: black;">亦</span>尝试过将耳熟能详的成语/谚语改一两个字，就twist出一个新的观点和Idea。「物归原主」改成「物归缘主」就属于这个类型。&nbsp; &nbsp; &nbsp;&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;</span></p><span style="color: black;">导演：李智君</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Idea的出发点，一来是说人与物品之间其实<span style="color: black;">亦</span>讲究缘分，尤其是二手物品；二来是表达闲鱼用户的真实<span style="color: black;">心理</span>——蹲闲鱼这件事，其实挺随缘的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有了「缘分」这一核心创意概念，视频的故事和执行可谓是信手拈来。<span style="color: black;">经过</span>「<span style="color: black;">上下</span>逢缘」「机缘巧合」「缘来如此」一个个与「缘」<span style="color: black;">相关</span>的成语，串联起一个个闲鱼用户蹲到有缘之物的短小故事。</span></p><span style="color: black;">3</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">我在大学路「读书」</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.04</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：B站</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：小-TEAM 上海</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/P7aR7EbHhIz54PArVbSXo081bMpfDCaBGEBpKX2YSVibY7XQbcGiamzCU4aJOfk7L2jkwmxVIvHkZUxlg6B3UHXQ/640?wx_fmt=png&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1&amp;tp=webp" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/P7aR7EbHhIz54PArVbSXo081bMpfDCaBYTW4jzpPTIERxnyic5Uu2uSaf4OeeaGfuTfpWdDmWcFJhyPicQjdv2Ag/640?wx_fmt=png&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1&amp;tp=webp" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个案例的创意代理商名叫小TEAM，<span style="color: black;">她们</span>的团队规模确实人如其名，是一个非常小的团队，由几名热爱创意、趣味相投的成员<span style="color: black;">构成</span>。虽然团队很小，但服务的客户都不小，这几年出了不少好玩有趣的案例。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在世界读书日，B站想<span style="color: black;">经过</span>一波「<span style="color: black;">无</span>书的图书馆」的Campaign来强化<span style="color: black;">自己</span>的学习属性。核心概念<span style="color: black;">已然</span>有了，但创意<span style="color: black;">怎样</span>玩得不<span style="color: black;">同样</span>呢？用小TEAM的话说，<span style="color: black;">便是</span>——越死的命题，越需要刨出空间。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/vMcltiaVZ1iciatMHfvia5TKtrB6GBNqLrG3SMtyaWoOnLd3zcJsy5VMlq2QHEGhuzbQ6nmuRuVZ2ZUMCePiciaiciaWLw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/vMcltiaVZ1iciatMHfvia5TKtrB6GBNqLrG3lwcjo3dIE0wibRYCXAJKp5iaziaV6mhXSibWp96eb9UGju1y0rSaYFs2HQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">顺着B站是「<span style="color: black;">无</span>书的图书馆」这个概念往下想，<span style="color: black;">她们</span>想到<span style="color: black;">倘若</span>B站真是一个图书馆，它不仅<span style="color: black;">无</span>书，它<span style="color: black;">乃至</span><span style="color: black;">能够</span><span style="color: black;">无</span>书架，<span style="color: black;">无</span>桌椅，<span style="color: black;">仅有</span>有意思的人和<span style="color: black;">容易</span>又不失严肃的学习氛围。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">一样</span>是知识，B站让知识走下高台，走进人群……于是，<span style="color: black;">她们</span>想到了Idea——一个<span style="color: black;">无</span>书的图书馆，<span style="color: black;">亦</span><span style="color: black;">无</span>架子。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">「<span style="color: black;">无</span>架子」是这个Idea中的点睛之笔，<span style="color: black;">理学</span>上指<span style="color: black;">无</span>书架，情感上指知识<span style="color: black;">不消</span>端着。「<span style="color: black;">无</span>架子」<span style="color: black;">亦</span>奠定了<span style="color: black;">全部</span>Campaign的松弛感。在这个Tone&amp;Manner之下，就有了<span style="color: black;">咱们</span>看到的这一句句真正「说人话」的文案。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/P7aR7EbHhIz54PArVbSXo081bMpfDCaBGNv40OUx5CuiazJdFVEDTDiaO8kxKKMsesEEleoyKpHGCuNywp8sMqvQ/640?wx_fmt=gif&amp;wxfrom=5&amp;wx_lazy=1&amp;tp=webp" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">更加多</span>案例<span style="color: black;">背面</span>的思考，<span style="color: black;">能够</span>查看代理商小-TEAM的这篇<span style="color: black;">文案</span><a style="color: black;">《案例丨接到一个来自B站的命题作文》</a>，还挺有意思。</span></p><span style="color: black;">4</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">M记<span style="color: black;">鲜嫩</span>出土的<span style="color: black;">宝藏</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.04</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：麦当劳</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">创作者：AIGC艺术家 <span style="color: black;">马铃薯</span>人Tudou_man</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vMcltiaVZ1iciatMHfvia5TKtrB6GBNqLrG3YMVsvSibwUyQxBR6EwvBIjexGLqQI9icUeffMXiaTWmBQElBMxkV3Fiaibg/640?wx_fmt=png&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">AIGC今年大火，火到这个案例的创作者@<span style="color: black;">马铃薯</span>人Tudou_man辞去了本土创意热店有门创意合伙人的工作投身其中。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">和其他AIGC案例<span style="color: black;">区别</span>，这系列作品<span style="color: black;">是由于</span><span style="color: black;">马铃薯</span>人主动创作发布在网上，<span style="color: black;">而后</span>被官方翻牌进行扩大宣传。它们通过AI绘画工具Midjourney创作而成，不<span style="color: black;">晓得</span><span style="color: black;">背面</span>经过了多少轮的迭代。<span style="color: black;">倘若</span>你尝试用过Midjourney，就会<span style="color: black;">晓得</span>想得到一张自己100%满意的图到底有多难。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个案例的创意概念是「传家宝」，执行手法是将麦当劳的经典<span style="color: black;">制品</span>做成青铜器、白玛瑙、青花瓷等<span style="color: black;">区别</span>材质的出土文物。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>这是一件戛纳创意节的获奖作品，那<span style="color: black;">背面</span><span style="color: black;">必定</span><span style="color: black;">必须</span>泰国Illusion<span style="color: black;">这般</span>的<span style="color: black;">全世界</span>顶尖 CGI（电脑生成图像）制作<span style="color: black;">机构</span>花费<span style="color: black;">海量</span>时间来精雕细琢，但有了AI，这一切都变了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>，无论这组平面出自AI还是出自个人，都是一组Craft超赞的作品。</span></p><span style="color: black;">5</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">怎样</span>快速变老</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.05</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：B站</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：Blank 杭州</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自从2020年的《后浪》出圈之后，五四青年节的<span style="color: black;">宣传</span>免不了要给<span style="color: black;">青年</span>人打鸡血、喝鸡汤。<span style="color: black;">怎样</span>让五四青年节的<span style="color: black;">宣传</span>玩出新意？这个案例做出了不错的尝试。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;">
      <div style="color: black; text-align: left; margin-bottom: 10px;">
            <div style="color: black; text-align: left; margin-bottom: 10px;">以下视频<span style="color: black;">源自</span>于</div>
            <div style="color: black; text-align: left; margin-bottom: 10px;">
                <div style="color: black; text-align: left; margin-bottom: 10px;">哔哩哔哩</div>
            </div>
      </div>
    </div><span style="color: black;">导演：林坚慧</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">和《后浪》<span style="color: black;">同样</span>，虽然还是演讲，<span style="color: black;">然则</span><span style="color: black;">经过</span>正话反说的形式，一下就找到了新的创意空间。Insight<span style="color: black;">亦</span>很简单，来自于<span style="color: black;">青年</span>人的自嘲——“90后老人”、“我老了”。于是，在执行上就真的请了一位老<span style="color: black;">专家</span>，从“科学”的<span style="color: black;">方向</span>来教<span style="color: black;">大众</span>快速变老。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">带着这股幽默劲，视频的文案先抑后扬，最后引出观点——“<span style="color: black;">实质</span>上，<span style="color: black;">咱们</span>对自己的<span style="color: black;">青年</span><span style="color: black;">基本</span>无能为力……<span style="color: black;">咱们</span>最不<span style="color: black;">必须</span>的，<span style="color: black;">便是</span>和<span style="color: black;">青年</span>划清界限。在真正变老之前，<span style="color: black;">咱们</span>还是享受<span style="color: black;">青年</span>吧！”</span></p><span style="color: black;">6</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">剩饭的告别</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.05</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：美团</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：天与空&nbsp;上海</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">什么样的<span style="color: black;">宣传</span>最真实、最打动人？那<span style="color: black;">必定</span>是<span style="color: black;">源自</span>于生活，又言说出<span style="color: black;">哪些</span><span style="color: black;">咱们</span>不曾留意的生活面貌或真相，就像这个案例里说到的「剩饭」。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">每一个</span>人都剩过饭，但<span style="color: black;">咱们</span>有<span style="color: black;">无</span>想过饭<span style="color: black;">为何</span>会被剩下？以及<span style="color: black;">倘若</span>你是剩饭，你会<span style="color: black;">怎样</span>看待自己的生活和命运？</span></p><span style="color: black;">
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                            <div style="color: black; text-align: left; margin-bottom: 10px;">关闭</div>
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                                    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">视频加载失败，请刷新页面再试</p><a style="color: black;"><img src="data:image/png;base64,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" style="width: 50%; margin-bottom: 20px;"> 刷新 </a>
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            <div style="color: black; text-align: left; margin-bottom: 10px;"> <a style="color: black;"> 视频详情 </a> </div>
      </div>
    </span><span style="color: black;">导演：师豪</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">便是</span>做创意有趣的<span style="color: black;">地区</span>。有时候，换一个视角和<span style="color: black;">方向</span>，就会找到不<span style="color: black;">同样</span>的创意空间。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">上一个案例《<span style="color: black;">怎样</span>快速变老》用正话反说的方式来玩，这个案例则是从剩饭的<span style="color: black;">第1</span>视角去讲诉剩饭的故事。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这条视频<span style="color: black;">宣传</span>拍得真实而幽默，明明是2分41秒的时长，在看的时候却一点<span style="color: black;">亦</span>不觉得长，这<span style="color: black;">其中</span>有创意的功力<span style="color: black;">亦</span>有导演的功劳。</span></p><span style="color: black;">7</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">父亲结</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.06</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：美团外卖</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：胜加&nbsp;上海</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">父亲节本来<span style="color: black;">便是</span>一个很容易被遗忘的日子，而今年的父亲节又恰逢618，消费者在疯狂抢购付尾款的<span style="color: black;">同期</span>，更大概率会忘记给爸爸们准备礼物。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>父亲在父亲节都会被遗忘，那有<span style="color: black;">无</span>什么时候能让<span style="color: black;">咱们</span>想起父亲？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">胜加的创意们想到了一个有洞察的答案——在结账的时候。不管是儿童节、母亲节，还是购物节，这些看似和父亲毫无关系的节日，<span style="color: black;">她们</span>却都以一种毫无存在感的方式加入了进来——结账！</span></p><span style="color: black;">导演：Mika</span><span style="color: black;">在视频的执行上，<span style="color: black;">亦</span>非常有趣。</span><span style="color: black;">用爸爸们讲相声吐槽的方式，呼吁<span style="color: black;">大众</span>别忘了<span style="color: black;">亦</span>给父亲过个节。</span><span style="color: black;">还是那句话，好的创意和洞察都来自于对真实生活的用心观察。</span><span style="color: black;">8</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">致敬1982</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.07</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：雪碧</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：奥美 上海</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在这个Social时代，网友自发创造的热梗都变<span style="color: black;">成为了</span>无形的品牌资产。只要品牌主动下场玩梗，就能掀起一波<span style="color: black;">专题</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年，雪碧真的很敢玩，让老梗成真，把「82 年的雪碧」这款深入人心的「赛博饮品」给做出来了，以网络经典梗为创意原点，打造限定版本雪碧。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">执行上，内容<span style="color: black;">亦</span>非常丰富，从Social Video、线上竞拍会、线下快闪店到重现经典表情包，一应俱全。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">‍</span></p><span style="color: black;">导演：周宁宁</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">什么是最好的<span style="color: black;">宣传</span>？自带<span style="color: black;">专题</span>的<span style="color: black;">制品</span>本身<span style="color: black;">便是</span>最好的<span style="color: black;">宣传</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个案例来自于我之前待过的奥美创意团队，那几年<span style="color: black;">咱们</span><span style="color: black;">始终</span>都很想做出这种自带网感的创意。<span style="color: black;">此刻</span><span style="color: black;">最终</span>有了这个案例，我由衷地为曾经的战友们感到高兴。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p><span style="color: black;">9</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">走进自然，自然会玩</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.09</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：哥伦比亚</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：Play x Pause 上海</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这两年随着露营、徒步的爆火，户外运动品类迎来了爆发式的增长和竞争。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">行业里<span style="color: black;">显现</span>了<span style="color: black;">非常多</span>讲自然的Campaign，<span style="color: black;">例如</span>小红书 X 陈伟霆#露营是成年人的过家家#、小红书 X 张钧甯#陪自己徒步#。去年我<span style="color: black;">亦</span>为韩国轻户外品牌KOLON SPORT创作了一个露营Campaign<a style="color: black;">#</a>天地为营，自然共生#。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">哥伦比亚的这个案例，Idea其实非常简单，简单到你我都<span style="color: black;">能够</span>想到——「人在自然和城市很不<span style="color: black;">同样</span>」。就像祖师爷奥格威曾经说的，Big Idea<span style="color: black;">常常</span>都是Simple Idea。关键不在于谁先想到，关键是谁先把这个Idea给做出来。</span></p><span style="color: black;">导演：葛尔汉</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在执行层面，越是简单的Idea，就越<span style="color: black;">必须</span>好的执行来加分。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个案例之<span style="color: black;">因此</span>在行业中被转发和讨论，绝大部分<span style="color: black;">原由</span><span style="color: black;">便是</span><span style="color: black;">由于</span>视频拍得好，真实而自然、一点都不矫揉造作，明星在其中<span style="color: black;">亦</span>丝毫<span style="color: black;">无</span>明星的包袱。正是<span style="color: black;">由于</span>这些，让这个简单的Idea被演绎得这么好。</span></p><span style="color: black;">10</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">酱香拿铁</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.09</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：瑞幸咖啡 X 贵州茅台</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：奥美 台北&amp;厦门</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>今年行业里有什么真正出圈、真实影响到消费者的案例？瑞幸咖啡和茅台联合推出的「酱香拿铁」可能算是<span style="color: black;">独一</span>一个。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">蹭网络热梗的喜茶和无语佛的联名「我佛持杯」（已被下架）虽然<span style="color: black;">专题</span>度和销量应该<span style="color: black;">亦</span>不错，但在执行难度层面，显然<span style="color: black;">没法</span>和「酱香拿铁」相提并论。一个是真正<span style="color: black;">制品</span>原料层面的联名，一个只是蹭网络热梗的投机。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">虽然不清楚这个联名的Idea最初是出自代理商还是品牌方，但真正把这个Idea做出来，品牌方肯定费了很大的功夫。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这不是一个简单的品牌跨界Idea，而是一个真正可<span style="color: black;">连续</span><span style="color: black;">营销</span>的<span style="color: black;">制品</span>Idea。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">况且</span><span style="color: black;">由于</span>茅台本身的高端属性和瑞幸咖啡<span style="color: black;">青年</span>属性之间的巨大反差，<span style="color: black;">专题</span>度瞬间拉满。<span style="color: black;">针对</span>习惯了早C晚A的<span style="color: black;">青年</span>人<span style="color: black;">来讲</span>，哪个不想尝尝看「美酒加咖啡」<span style="color: black;">也</span>醉又<span style="color: black;">也</span>醒的感觉呢？</span></p><span style="color: black;">导演：周宁宁</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个案例在今年的数英奖评审中，击败</span><span style="color: black;">了去年行业内最好、<span style="color: black;">无</span>之一的<span style="color: black;">宣传</span>长片/微电影《老杜》以及本文开头的<span style="color: black;">第1</span>个案例《第3286个站》，我个人觉得是实至名归，<span style="color: black;">由于</span>「酱香拿铁」这个案例所<span style="color: black;">得到</span>的声量和销量，<span style="color: black;">大众</span>都有目共睹。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不外</span>，插句题外话，去年意类创作的《老杜》<span style="color: black;">亦</span>非常好，值得再分享</span><span style="color: black;">一次。跟今年<span style="color: black;">一样</span>是意类创作的、在行业内有被讨论的<a style="color: black;">海飞丝 X 刘德华</a>那条片，是完全<span style="color: black;">区别</span>层面的好，看了你就懂了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：小度</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：意类 上海</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">导演：丁雨晨</span></p><span style="color: black;">11</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">500个家乡，500样中国</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023.11</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌方：快手</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">代理商：快手We<span style="color: black;">咱们</span>工作室 &amp;&nbsp;群玉山 上海</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">为何</span>会有第11个案例？<span style="color: black;">由于</span>……我快写完前面10个案例的时候，快手这个案例才上线。不想去纠结要删掉哪个案例，就索性多写一个吧。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种表达地域/城市性格的创意，以前Nike经常做，我印象比较深刻的有Nike台湾篇#不客气了#、北京篇#甭信我服我#、伦敦篇#NOTHING BEATS A LONDONER#，这3个案例每一个都把当地人的性格提炼并展现得非常到位。</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">群玉山为快手创作的这个案例，选了3个<span style="color: black;">地区</span>——铁岭、大连、许昌。这3个<span style="color: black;">地区</span>，除了大连，可能<span style="color: black;">大众</span>都没去过，但<span style="color: black;">必定</span>都在网上无数次地看到过，尤其是铁岭，出<span style="color: black;">此刻</span>众多东北喜剧演员的<span style="color: black;">扮演</span>内容中。</span></p><span style="color: black;">导演：吴欣宇 James</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这3条视频拍得各有<span style="color: black;">特殊</span>，但相对而言我更<span style="color: black;">爱好</span>铁岭篇和许昌篇，尤其是许昌篇。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可能是<span style="color: black;">由于</span>3条视频里许昌的感觉最接地气，展现的是中国众多地级市、小县城最<span style="color: black;">平常</span>和最朴实的生活，就像我老家的感觉，应该<span style="color: black;">亦</span>是大部分人家乡的真实面貌。</span></p><span style="color: black;">导演：洋子 Yoko</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">许昌篇有句Slogan“心里慌，来许昌”，可能真正要表达的是——心里慌，回家乡。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不是说要逃离北上广，而是说迷茫、焦虑、暂时找不到方向和对的节奏的时候，家乡会告诉你：不要慌、慢慢来。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">视频中有几句文案非常适合用来<span style="color: black;">做为</span><span style="color: black;">文案</span>的结尾，<span style="color: black;">亦</span>非常适合用来告别2023年——</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">生活的本质，</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">是想要什么，偏不给你什么。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">生活的智慧，</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">是你<span style="color: black;">持有</span>什么，就用好什么。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023年度案例总结——</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B站：第3286个站</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">闲鱼：物归缘主，蹲闲鱼</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B站：我在大学路「读书」</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">麦当劳：M记<span style="color: black;">鲜嫩</span>出土的<span style="color: black;">宝藏</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B站：<span style="color: black;">怎样</span>快速变老</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">美团：剩饭的告别</span></p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧：致敬1982</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">哥伦比亚：走进自然，自然会玩</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">瑞幸咖啡 X 贵州茅台：酱香拿铁</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">快手：500个家乡，500样中国</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">纯粹个人<span style="color: black;">爱好</span>，欢迎留言交流～</span></p>




情迷布拉格 发表于 2024-8-24 11:41:20

感谢您的精彩评论，为我带来了新的思考角度。

7wu1wm0 发表于 2024-10-22 17:44:16

我完全赞同你的观点，思考很有深度。
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