Pilgrims Choice Charlies Dreams|短视频|广告营销案例【ADGuider广告指南】

朝圣者选择查理的梦想

案例简介：超越 + 超越将奶酪爱好者的梦想带入生活朝圣者选择的新工作伦敦，2018年5月18日: 热爱奶酪的消费者将很快看到他们的梦想变成广告，这是一场新的综合广告活动，为 Ornua 英国拥有的切达品牌朝圣者选择，由超越 + 超越创造。电视电影《查理的梦》融合了现场表演、木偶和 CGI，再现了消费者的真实梦想，这是来自英国奶酪爱好者的众多梦想之一。该广告揭开了 “奶酪梦” 的序幕，这是一场针对朝圣者选择的综合运动，是英国第二大品牌切达干酪。这一策略的灵感来自对奶酪中天然氨基酸的研究，这表明晚上吃奶酪导致生动、不寻常的梦的想法可能不仅仅是一个老妇人的故事; 强烈的切达干酪更有可能产生这种效果。这部电影展示了一个梦想家，他发现他们的手臂长得非常长，直到他们能够穿过天空到达云层中的一家餐馆，然后他们抓住这家餐馆并戴上他们的头, 就像一个非常奇怪的头盔。里面是一个小酒吧，一个用袜子做胡子的海盗坐在一个非常俗气的盛宴前 -- 包括一个奶酪汉堡和奶酪吐司，两者都可以四处走动。社交和户外活动在 5月21日中断，随后是 6月初的电视，这是一个主要活动的一部分，还包括印刷和店内促销。对于社交元素，消费者将被邀请提交他们自己的奶酪驱动的梦想，以便有机会看到它们变成动画。Gif。 Ornua UK 的营销总监迈克尔 · 哈珀 (Michael Harper) 表示: “这场新的活动给切达品牌带来了乐趣和兴奋，只有挑战者品牌才能做到这一点。通过在切达干酪和梦想之间建立大胆的联系，朝圣者的选择将不仅在类别中，而且在文化中获得重要的发言权。这正是我们希望的由观众主导的方法。" 以上 + Beyond 首席创意官大卫 · 比尔说: “对于朝圣者的选择，我们想出了一个真正的观众活动, 在品牌和奶酪爱好者之间建立文化联系。这是一件不可思议的事情，把这些奇怪的故事由屏幕上真实的人的潜意识产生，而不是创意的笔。把梦想变成现实的团队投入的激情和创造力 (各种各样!)) 在这部突出的电影中，我们迫不及待地想让观众看到。” 除了电视广告和其他竞选资产，Beyond + 还创作了一部 “制作” 电影，展示了制作布景、木偶和微型酒吧的工作。竞选的媒体是那边的。

朝圣者选择查理的梦想

案例简介：Above+Beyond brings cheese lovers’ dreams to life in new work for Pilgrims Choice London, 18 May 2018: Cheese-loving consumers will soon see their dreams turned into advertising in a new integrated advertising campaign for Ornua UK-owned cheddar brand Pilgrims Choice, created by Above+Beyond. The TV launch film, “Charlie’s Dream”, blends live performance, puppetry and CGI to recreate a consumer’s real dream, which was one of many dreams sourced from cheese lovers across the UK. The ad kicks off “Cheese Dreams”, an integrated campaign for Pilgrims Choice, which is the UK’s number two branded cheddar. The strategy was inspired by research into the naturally occurring amino acids in cheese, which indicates that the idea of eating cheese at night leading to vivid, unusual dreams may be more than an old wives’ tale; and that a strong cheddar is more likely to have this effect. The film shows a dreamer who finds their arms growing incredibly long until they are able to reach through the sky to a restaurant nestling in the clouds, which they then grab and put on their head, like a very strange helmet. Inside is a tiny pub, where a pirate whose beard is made from socks sits before a very cheesy feast – including a cheeseburger and cheese on toast that are both able to walk around. The social and out-of-home campaign breaks on 21 May, followed by TV at the beginning of June as part of a major push that also includes print and in-store promotions. For the social element, consumers will be invited to submit their own cheese-fuelled dreams for a chance to see them turned into animated .gifs. Michael Harper, Marketing Director at Ornua UK, said: “This new campaign brings fun and excitement to the cheddar category, in a way that only a challenger brand can. By making the bold link between cheddar and dreams, Pilgrims Choice will earn a significant share of voice, not just in the category, but in culture. This is exactly the audience-led approach we were hoping for from Above+Beyond.” David Billing, Chief Creative Officer at Above+Beyond, said: “For Pilgrims Choice, we have come up with a truly audience-in campaign, creating a cultural connection between the brand and cheese lovers. And it’s been an incredible thing, putting these weird stories generated by real people’s subconsciouses, not the pens of creatives, on screen. The passion and ingenuity put in by the team who have made the dream into a reality (of sorts!) really shines through in this stand-out film, which we can’t wait for audiences to see.” Along with the TV ad and other campaign assets, Above+Beyond has created a ‘making of’ film, showing how much work went into creating the sets, puppets and miniature pub. Media for the campaign is by Yonder.