本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
像安迪一样吃饭
案例简介：为什么这项工作与娱乐相关？ 《像安迪一样吃》以有史以来最具标志性的美国流行艺术家吃最具标志性的美国汉堡为特色。安迪·沃霍尔以他的方式吃弥天大谎。他笨拙的汉堡吃方式是对全美国生活方式的一瞥。 这是汉堡王和沃霍尔之间的合作，他们已经制作了 30 多年，跨越了竞争激烈、混乱不堪的超级碗。它最终成为了当晚最受关注的广告。结果，37 年后，艺术电影的摘录再次变得具有文化相关性。 背景 在拍摄《来自美国的 66 个场景》时，安迪·沃霍尔要求被记录下来吃汉堡，因为他认为这是最具标志性的美国餐。 是的，他最初订购巨无霸的谣言是真的; 然而,这只是因为他更喜欢麦当劳的标志-这与他更喜欢哪个口味无关。 安迪最后吃了一顿弥天大谎，其余的都是历史。这个印有汉堡王的汉堡是全美国生活方式的标志性主食。华勃是美国最喜欢的汉堡的另一个原因。 描述创意 我们发现了一部 1982 的艺术电影《来自美国的 66 个场景》，在这部电影中，最具标志性的美国流行艺术家安迪·沃霍尔以他自己真实的方式吃了一顿弥天大谎。所以,我们推翻了沃霍尔将广告和商业主义转化为艺术的哲学，并将他的艺术作品转化为广告，以使这一刻成为焦点-这一时刻展示了美国的高度象征性的画面美国的。 描述策略 汉堡王在品牌酷、我与之交往的品牌和我谈论的品牌等关键方面落后于竞争对手 (麦当劳和温迪)。 所以，我们用美国流行艺术偶像安迪·沃霍尔的场景来展示一个真实的时刻 -- 一个尴尬而真诚的例子，有人在没有付钱的情况下吃了一大笔钱。我们在美国娱乐的最大阶段 -- 超级碗 -- 做到了这一点 -- 我们看到了一个与流行文化相关的机会。 描述执行 我们没有和名人、男孩乐队和爆炸一起推出典型的超级碗广告，而是推出了一个能突破所有噪音的无声杀手: 安迪·沃霍尔 45 秒咬了一口，吃了一顿弥天大谎。 我们在大型比赛的第四节播出了它，让超过 10000万美国人现场观看。 描述结果 有些人讨厌它，有些人喜欢它，其余的人都很困惑。这激励了观众在互联网上寻找答案，把汉堡王变成了当晚搜索最多的品牌，安迪·沃霍尔变成了搜索最多的术语。 这个广告让成千上万的人用假发记录自己，像安迪·沃霍尔一样吃东西。广告变成了讽刺漫画。它作为一门学科被用于艺术课。它在 2019 年成为文化的一部分，在这部电影最初发行几十年后。 7.1 亿印象 4800 万美元的媒体收入 送货上门销售增长 38% 在所有品牌指标中记录: -+ 11% 最有可能购买 -+ 189.4% 酷品牌 -+ 78.6% 对食物感觉良好 -+ 114.2% 真实正宗 -+ 154.5% 我联想的品牌
像安迪一样吃饭
案例简介：Why is this work relevant for Entertainment? Eat Like Andy features the most iconic American pop artist of all time eating the most iconic American burger. Andy Warhol eating a Whopper, his way. His awkward way of eating the burger is a glimpse of all-American lifestyle. It’s a collaboration between Burger King and Warhol, 30+ years in the making, which cut through the highly competitive and cluttered Super Bowl. It ended up being the most talked about ad of the night. As a result, the extract of the art film became culturally relevant once again, 37 years later. Background When filming “66 Scenes from America,” Andy Warhol asked to be recorded eating a hamburger, because he believed it was the most iconic American meal. Yes, the rumors that he originally ordered Big Mac at first are true; however, that was only because he liked McDonald’s logo better – it had nothing to do with which one he preferred in terms of taste. Andy ended up eating a Whopper, and the rest is history. This stamped Burger King’s burger as an iconic staple of the all-American lifestyle. Just another reason why the Whopper is America’s favorite burger. Describe the creative idea We found a 1982 art film called “66 Scenes from America,” where the most iconic American pop artist, Andy Warhol, eats a Whopper in his own authentic way. So, we reversed Warhol’s philosophy of turning advertising and commercialism into art and turned his piece of art into advertising to put a spotlight on this moment – a moment that shows a highly emblematic picture of the United States of America. Describe the strategy Burger King is lagging behind its competitors (McDonald’s and Wendy’s) in key measures like brand coolness, brand I associate with, and brand I talk about. So, we used American pop art icon Andy Warhol’s scene to show an authentic moment – an awkward yet sincere instance where someone is eating a Whopper without having been paid to do so. We did this at the biggest stage of American entertainment – the Super Bowl – we saw an opportunity to become relevant in pop culture. Describe the execution Instead of launching the typical Super Bowl ad with celebrities, boy bands, and explosions, we came out with a silent killer that would break through all the noise: a 45-second bite shot of Andy Warhol eating a Whopper. We aired it in the 4th quarter of the big game, getting over 100 million Americans to watch it live. Describe the outcome Some people hated it, some loved, and the rest were confused. This inspired viewers to search for answers on the internet, turning Burger King into the most searched brand of the night, and Andy Warhol into the most searched term. The commercial got thousands of people to record themselves with a wig and eat like Andy Warhol. The ad was turned into satire cartoons. It was used in art classes as a subject. It became part of culture in 2019, decades after the film’s original release. 7.1 Billion Impressions $48 Million in Earned Media 38% Increase In Home Delivery Sales Record in All Brand Metrics: - +11% Most Likely To Purchase - +189.4% Cool Brand - +78.6% Feel Good about the Food - +114.2% Real and Authentic - +154.5% Brand I Associate With
Eat like Andy
案例简介：为什么这项工作与娱乐相关？ 《像安迪一样吃》以有史以来最具标志性的美国流行艺术家吃最具标志性的美国汉堡为特色。安迪·沃霍尔以他的方式吃弥天大谎。他笨拙的汉堡吃方式是对全美国生活方式的一瞥。 这是汉堡王和沃霍尔之间的合作，他们已经制作了 30 多年，跨越了竞争激烈、混乱不堪的超级碗。它最终成为了当晚最受关注的广告。结果，37 年后，艺术电影的摘录再次变得具有文化相关性。 背景 在拍摄《来自美国的 66 个场景》时，安迪·沃霍尔要求被记录下来吃汉堡，因为他认为这是最具标志性的美国餐。 是的，他最初订购巨无霸的谣言是真的; 然而,这只是因为他更喜欢麦当劳的标志-这与他更喜欢哪个口味无关。 安迪最后吃了一顿弥天大谎，其余的都是历史。这个印有汉堡王的汉堡是全美国生活方式的标志性主食。华勃是美国最喜欢的汉堡的另一个原因。 描述创意 我们发现了一部 1982 的艺术电影《来自美国的 66 个场景》，在这部电影中，最具标志性的美国流行艺术家安迪·沃霍尔以他自己真实的方式吃了一顿弥天大谎。所以,我们推翻了沃霍尔将广告和商业主义转化为艺术的哲学，并将他的艺术作品转化为广告，以使这一刻成为焦点-这一时刻展示了美国的高度象征性的画面美国的。 描述策略 汉堡王在品牌酷、我与之交往的品牌和我谈论的品牌等关键方面落后于竞争对手 (麦当劳和温迪)。 所以，我们用美国流行艺术偶像安迪·沃霍尔的场景来展示一个真实的时刻 -- 一个尴尬而真诚的例子，有人在没有付钱的情况下吃了一大笔钱。我们在美国娱乐的最大阶段 -- 超级碗 -- 做到了这一点 -- 我们看到了一个与流行文化相关的机会。 描述执行 我们没有和名人、男孩乐队和爆炸一起推出典型的超级碗广告，而是推出了一个能突破所有噪音的无声杀手: 安迪·沃霍尔 45 秒咬了一口，吃了一顿弥天大谎。 我们在大型比赛的第四节播出了它，让超过 10000万美国人现场观看。 描述结果 有些人讨厌它，有些人喜欢它，其余的人都很困惑。这激励了观众在互联网上寻找答案，把汉堡王变成了当晚搜索最多的品牌，安迪·沃霍尔变成了搜索最多的术语。 这个广告让成千上万的人用假发记录自己，像安迪·沃霍尔一样吃东西。广告变成了讽刺漫画。它作为一门学科被用于艺术课。它在 2019 年成为文化的一部分，在这部电影最初发行几十年后。 7.1 亿印象 4800 万美元的媒体收入 送货上门销售增长 38% 在所有品牌指标中记录: -+ 11% 最有可能购买 -+ 189.4% 酷品牌 -+ 78.6% 对食物感觉良好 -+ 114.2% 真实正宗 -+ 154.5% 我联想的品牌
Eat like Andy
案例简介：Why is this work relevant for Entertainment? Eat Like Andy features the most iconic American pop artist of all time eating the most iconic American burger. Andy Warhol eating a Whopper, his way. His awkward way of eating the burger is a glimpse of all-American lifestyle. It’s a collaboration between Burger King and Warhol, 30+ years in the making, which cut through the highly competitive and cluttered Super Bowl. It ended up being the most talked about ad of the night. As a result, the extract of the art film became culturally relevant once again, 37 years later. Background When filming “66 Scenes from America,” Andy Warhol asked to be recorded eating a hamburger, because he believed it was the most iconic American meal. Yes, the rumors that he originally ordered Big Mac at first are true; however, that was only because he liked McDonald’s logo better – it had nothing to do with which one he preferred in terms of taste. Andy ended up eating a Whopper, and the rest is history. This stamped Burger King’s burger as an iconic staple of the all-American lifestyle. Just another reason why the Whopper is America’s favorite burger. Describe the creative idea We found a 1982 art film called “66 Scenes from America,” where the most iconic American pop artist, Andy Warhol, eats a Whopper in his own authentic way. So, we reversed Warhol’s philosophy of turning advertising and commercialism into art and turned his piece of art into advertising to put a spotlight on this moment – a moment that shows a highly emblematic picture of the United States of America. Describe the strategy Burger King is lagging behind its competitors (McDonald’s and Wendy’s) in key measures like brand coolness, brand I associate with, and brand I talk about. So, we used American pop art icon Andy Warhol’s scene to show an authentic moment – an awkward yet sincere instance where someone is eating a Whopper without having been paid to do so. We did this at the biggest stage of American entertainment – the Super Bowl – we saw an opportunity to become relevant in pop culture. Describe the execution Instead of launching the typical Super Bowl ad with celebrities, boy bands, and explosions, we came out with a silent killer that would break through all the noise: a 45-second bite shot of Andy Warhol eating a Whopper. We aired it in the 4th quarter of the big game, getting over 100 million Americans to watch it live. Describe the outcome Some people hated it, some loved, and the rest were confused. This inspired viewers to search for answers on the internet, turning Burger King into the most searched brand of the night, and Andy Warhol into the most searched term. The commercial got thousands of people to record themselves with a wig and eat like Andy Warhol. The ad was turned into satire cartoons. It was used in art classes as a subject. It became part of culture in 2019, decades after the film’s original release. 7.1 Billion Impressions $48 Million in Earned Media 38% Increase In Home Delivery Sales Record in All Brand Metrics: - +11% Most Likely To Purchase - +189.4% Cool Brand - +78.6% Feel Good about the Food - +114.2% Real and Authentic - +154.5% Brand I Associate With
像安迪一样吃饭
暂无简介
Eat like Andy
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
