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不要酒后驾车
案例简介:“不要酒后驾车” 莲花平面广告作为社交海报在社交媒体、微博和微信上发布。在中国文化的春节期间,饮酒通常是庆祝活动和家庭聚会的一部分。因此,Lotus希望推出一系列平面广告,以提醒人们不酒后驾车的重要性。 在中国,在广告活动中,任何暗示酒精的视觉元素的使用都受到限制,因此Serviceplan China的创意总监必须找到一个聪明的主意,以显示饮酒的影响而不显示酒精。为了在视觉上表现酒后驾车不喝酒的危险,平面广告以混杂的句子为特色,并带有中文中细微的错位字符,以使客户意识到即使您看到错误,您也可能不会注意到它。酒精。 平面广告使用重叠的汽车来显示酒精可能会使您在驾驶时无法估计正确的距离和位置。这项运动的创造性挑战是,莲花作为一个以 “为驾驶员” 为座右铭的跑车品牌,始终代表着纯粹的惊险驾驶乐趣,这使得很难在驾驶和负责任的驾驶之间找到平衡。 因此,Serviceplan中国首席创意官Chong Kin和副创意总监孙震一起寻找创意解决方案。Chong Kin解释说: “我们决定以一种生理现象为基础的平面广告: 当您阅读带有拼写错误的单词的错误句子时,您的眼睛和大脑将执行自动校正,以使您理解完整的句子,您不会感到任何错误。这正是您喝酒后的感觉: “我没有错”。因此,这些平面广告旨在说明了解酒精会混淆您的感官并使您的判断蒙上阴影,因此酒后驾车是不明智的。”
不要酒后驾车
案例简介:The „Dont‘ drink and drive“ Lotus print ads were launched on social media, Weibo and Wechat as social posters. During the spring festival in Chinese culture, drinking alcohol is usually part of festivities and family gatherings. So Lotus wanted to launch a series of print ads to remind people how important it is not to drink and drive. In China the use of any visual elements implying alcohol is restricted in advertising campaigns, so the creative directors at Serviceplan China had to find a clever idea to show the influence of drinking without showing alcohol. In order to represent visually the dangers of drink driving without showing alcohol, the print ads featured jumbled up sentences with subtle misplaced characters in Chinese, to let customers realize that even if you see the mistake, you may not notice it when under the influence of alcohol. The print ads used overlapped cars to show that alcohol would possibly makes you unable to estimate the right distance and position while driving. The creative challenge for this campaign was that Lotus, as a sports car brand with the motto “For the Drivers”, always stands for the pure thrilling driving pleasure, which can make it difficult to find a balance between driving and responsible driving. So Serviceplan China’s Chief Creative Officer Chong Kin and Associate Creative Director Sun Zhen worked together to find a creative solution. Chong Kin explains: „We decided to base the print ads around a physiological phenomenon: when you read a wrong sentence with misspelled words, your eyes and brain will execute an auto-correction to allow you understand the full sentence, and you won’t feel anything wrong at all. And it’s exactly what you feel after drinking: „there’s nothing wrong with me“. So these print ads were designed to illustrate how important it is to understand that alcohol can confuse your senses and cloud your judgement, and therefore it is not advisable to drink and drive.“
Don't drink and drive
案例简介:“不要酒后驾车” 莲花平面广告作为社交海报在社交媒体、微博和微信上发布。在中国文化的春节期间,饮酒通常是庆祝活动和家庭聚会的一部分。因此,Lotus希望推出一系列平面广告,以提醒人们不酒后驾车的重要性。 在中国,在广告活动中,任何暗示酒精的视觉元素的使用都受到限制,因此Serviceplan China的创意总监必须找到一个聪明的主意,以显示饮酒的影响而不显示酒精。为了在视觉上表现酒后驾车不喝酒的危险,平面广告以混杂的句子为特色,并带有中文中细微的错位字符,以使客户意识到即使您看到错误,您也可能不会注意到它。酒精。 平面广告使用重叠的汽车来显示酒精可能会使您在驾驶时无法估计正确的距离和位置。这项运动的创造性挑战是,莲花作为一个以 “为驾驶员” 为座右铭的跑车品牌,始终代表着纯粹的惊险驾驶乐趣,这使得很难在驾驶和负责任的驾驶之间找到平衡。 因此,Serviceplan中国首席创意官Chong Kin和副创意总监孙震一起寻找创意解决方案。Chong Kin解释说: “我们决定以一种生理现象为基础的平面广告: 当您阅读带有拼写错误的单词的错误句子时,您的眼睛和大脑将执行自动校正,以使您理解完整的句子,您不会感到任何错误。这正是您喝酒后的感觉: “我没有错”。因此,这些平面广告旨在说明了解酒精会混淆您的感官并使您的判断蒙上阴影,因此酒后驾车是不明智的。”
Don't drink and drive
案例简介:The „Dont‘ drink and drive“ Lotus print ads were launched on social media, Weibo and Wechat as social posters. During the spring festival in Chinese culture, drinking alcohol is usually part of festivities and family gatherings. So Lotus wanted to launch a series of print ads to remind people how important it is not to drink and drive. In China the use of any visual elements implying alcohol is restricted in advertising campaigns, so the creative directors at Serviceplan China had to find a clever idea to show the influence of drinking without showing alcohol. In order to represent visually the dangers of drink driving without showing alcohol, the print ads featured jumbled up sentences with subtle misplaced characters in Chinese, to let customers realize that even if you see the mistake, you may not notice it when under the influence of alcohol. The print ads used overlapped cars to show that alcohol would possibly makes you unable to estimate the right distance and position while driving. The creative challenge for this campaign was that Lotus, as a sports car brand with the motto “For the Drivers”, always stands for the pure thrilling driving pleasure, which can make it difficult to find a balance between driving and responsible driving. So Serviceplan China’s Chief Creative Officer Chong Kin and Associate Creative Director Sun Zhen worked together to find a creative solution. Chong Kin explains: „We decided to base the print ads around a physiological phenomenon: when you read a wrong sentence with misspelled words, your eyes and brain will execute an auto-correction to allow you understand the full sentence, and you won’t feel anything wrong at all. And it’s exactly what you feel after drinking: „there’s nothing wrong with me“. So these print ads were designed to illustrate how important it is to understand that alcohol can confuse your senses and cloud your judgement, and therefore it is not advisable to drink and drive.“
不要酒后驾车
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Don't drink and drive
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