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在雨中歌唱
案例简介:一名男子在进入他的大众高尔夫 GTI 之前,表演了一个现代的、更乐观的版本的 “雨中歌唱”。 大众是一个必须吸引许多观众的品牌,有许多不同的产品。它必须做到这一点,同时保持支持其个人产品信息的整体品牌价值。 该机构新的 (截至 1995年) 大众市场数量目标意味着已经为模型特定的目标受众开发了许多运动。然而,我们通过在所有活动中创造一个共同的声音基调,保持了一定程度的跨活动一致性。我们还确保了我们试图传递的关于每个型号的单一信息 -- polo 的坚固性、 golf 的精致优雅、 passat 对细节的工程关注 最终都是大众的工程价值观。 大众汽车在 1968年是 DDB 伦敦的创始客户,2005年,Gunn 报告称他们是 DDB 历史上最有创造力的客户。 在我们与大众的关系中,我们赢得了 5 项效能奖和几十项创意奖。 这一页上的作品是我们最近的一些作品。
在雨中歌唱
案例简介:A man acts out a modern and more upbeat version of 'Singin in the Rain', before getting into his Volkswagen Golf GTI. Volkswagen is a brand that has to appeal to many audiences, with many different product offerings. It has to do this whilst retaining overall brand values which support its individual product messages. Volkswagens new (as of 1995) mass market volume objectives have meant many campaigns have been developed for model specific target audiences. However, we have maintained a degree of cross-campaign coherence by creating a common tone of voice across all campaigns. We have also ensured that the single messages we try to deliver about each individual model Polos sturdiness, Golfs refined classiness, Passats engineering attention to detail are ultimately common Volkswagen engineering values. Volkswagen were DDB Londons founding client in 1968 and in 2005 The Gunn Report named them as the most creatively awarded client in its history. Over the course of our relationship with Volkswagen we have won 5 Effectiveness Awards and scores of creative awards. The work featured on this page is some of our most recent.
Singin' in the Rain
案例简介:一名男子在进入他的大众高尔夫 GTI 之前,表演了一个现代的、更乐观的版本的 “雨中歌唱”。 大众是一个必须吸引许多观众的品牌,有许多不同的产品。它必须做到这一点,同时保持支持其个人产品信息的整体品牌价值。 该机构新的 (截至 1995年) 大众市场数量目标意味着已经为模型特定的目标受众开发了许多运动。然而,我们通过在所有活动中创造一个共同的声音基调,保持了一定程度的跨活动一致性。我们还确保了我们试图传递的关于每个型号的单一信息 -- polo 的坚固性、 golf 的精致优雅、 passat 对细节的工程关注 最终都是大众的工程价值观。 大众汽车在 1968年是 DDB 伦敦的创始客户,2005年,Gunn 报告称他们是 DDB 历史上最有创造力的客户。 在我们与大众的关系中,我们赢得了 5 项效能奖和几十项创意奖。 这一页上的作品是我们最近的一些作品。
Singin' in the Rain
案例简介:A man acts out a modern and more upbeat version of 'Singin in the Rain', before getting into his Volkswagen Golf GTI. Volkswagen is a brand that has to appeal to many audiences, with many different product offerings. It has to do this whilst retaining overall brand values which support its individual product messages. Volkswagens new (as of 1995) mass market volume objectives have meant many campaigns have been developed for model specific target audiences. However, we have maintained a degree of cross-campaign coherence by creating a common tone of voice across all campaigns. We have also ensured that the single messages we try to deliver about each individual model Polos sturdiness, Golfs refined classiness, Passats engineering attention to detail are ultimately common Volkswagen engineering values. Volkswagen were DDB Londons founding client in 1968 and in 2005 The Gunn Report named them as the most creatively awarded client in its history. Over the course of our relationship with Volkswagen we have won 5 Effectiveness Awards and scores of creative awards. The work featured on this page is some of our most recent.
在雨中歌唱
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Singin' in the Rain
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基本信息
- 广告战役: #大众汽车-影视-92f2#
- 广告品牌: 大众
- 发布日期: 2005-01-27
- 行业领域: 汽车/工具
- 媒体类别: 短视频
- 广告语言: 英语
- 媒介平台: 网络
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获得奖项:
- Clio 2006 铜奖(Automotive)
- International ANDY Awards 2006 银奖(Special Effects)
- International ANDY Awards 2006 铜奖(Automotive)
- British Arrows 2006 银奖(Cars)
- British Arrows 2006 银奖(Commercials shown in cinema and on TV)
- British Arrows 2006 银奖(Best 60 seconds or less)
- The Creative Circle Awards 2006 银奖(Best Idea in 60 Seconds or Over)
- The Creative Circle Awards 2006 银奖(Best Use of Famous Personality)
- The Creative Circle Awards 2006 铜奖(Best Use of Music)
- Cannes Lions 2005 铜奖(Cars)
- Eurobest-TheEuropeanAdvertisingFestival 2005 金奖(Cars)
- MeribelAdFestival-CentralEuropeCristalAwards 2005 Cristal(Car, auto products and services (Europe))
- IPA Effectiveness Awards IPA Effectiveness Awards(金奖)
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The new Golf GTI. The original, updated.
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