Don't drink and drive|海报/平面|广告营销案例【ADGuider广告指南】

不酒后驾车

案例简介：“唐德酒后驾车” 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，饮酒通常是节日和家庭聚会的一部分。于是莲花想要推出一系列平面广告，提醒人们不要酒后驾车是多么重要。在中国，任何暗示酒精的视觉元素的使用都在广告活动中受到限制，所以中国中国的创意总监不得不找到一个聪明的想法来展示饮酒的影响，而不展示酒精。为了在视觉上表现酒后驾车的危险，平面广告的特点是混乱的句子与中文的微妙错位字符，让顾客意识到，即使你看到错误，你可能不会注意到它在酒精的影响下。打印广告使用重叠的汽车来显示，酒精可能会让你在开车时无法估计合适的距离和位置。这一活动的创造性挑战是，莲花作为一个座右铭 “为司机” 的跑车品牌，始终代表着纯粹的惊险驾驶乐趣，这可能使驾驶和负责任驾驶之间难以找到平衡。所以Serviceplan中国首席创意官Chong Kin和副创意总监孙震携手合作，共同寻找创意解决方案。Chong Kin解释说: “我们决定将平面广告围绕一种生理现象: 当你用拼写错误的单词读错句子时，你的眼睛和大脑会执行自动纠正，让你理解完整的句子，你不会觉得有任何问题。这正是你喝酒后的感觉: “我没有什么问题”。因此，这些平面广告的设计目的是为了说明了解酒精会混淆你的感官，让你的判断变得模糊，因此酒后驾车是不可取的。“

不酒后驾车

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.“