Dark Chocolate Humor|微电影|广告营销案例【ADGuider广告指南】

黑巧克力幽默

案例简介：写一个关于电影中发生的事情的简短总结 Mondelez希望开展食欲呼吁运动，以推广Lacta 5星。但是他们也需要意识。为了让人们谈论我们的品牌，我们决定为客户提供所需的胃口。带着黑色幽默。在这些地方，我们被介绍到一个神奇的巧克力世界，在那里，微小的巧克力人被其他五星级食材以我们能找到的各种美味方式残酷地屠杀。陪审团的文化/背景信息 Lacta 5Star是巴西的新Mondelez巧克力品牌。由于没有那么大的媒体预算，我们面临着创建一个吸引人的广告系列的挑战，该广告系列也使该品牌的目标受众 (18-25名巴西人) 谈论该产品。在糖果广告普遍轻松的市场中，美味而血腥的巧克力广告打破了该品牌社交网络上的互动记录，并使巴西人谈论巧克力广告，就像他们有一段时间没有做过一样。告诉陪审团所使用的动画类型，并总结任何相关的挑战或技术。充满了纯粹的无政府状态和黑暗幽默的时刻，这些斑点是在CG动画中完成的，并特别注意再现巧克力和其他成分的自然质地。最大的挑战是描绘饼干的确切外观和感觉: 我们查看了5星平面广告作为参考，并最终使用微距镜头拍摄了实际产品，以捕捉其脆皮的真正本质。对细节的关注确保了巧克力世界中的一切都具有真实事物的所有食欲。

黑巧克力幽默

案例简介：Write a short summary of what happens in the film Mondelez wanted an appetite appeal campaign to promote Lacta 5Star. But they also needed awareness. And to get people talking about our brand, we decided to deliver the appetite appeal the client needed. With a dark humor touch. In these spots, we are introduced to a magical world of chocolate where tiny chocolate people are brutally - and deliciously - slaughtered by the other 5Star ingredients in every tasty way we could find. Cultural/Context information for the jury Lacta 5Star is a new Mondelez chocolate brand in Brazil. And with not such a big media budget, we had the challenge to create an appealing campaign that also made the brand's target audience (18-25 Brazilians) talk about the product. In a market where candy ads are generally lighthearted, the deliciously and bloody chocolate ads broke interaction records on the brand's social networks and made Brazilians talk about a chocolate ad like they haven't done in a while. Tell the jury about type(s) of animation used and summarise any relevant challenges or techniques. Full of moments of pure anarchy and dark humor, these spots were done in CG animation, with the greatest care taken to reproduce the natural textures of chocolate and other ingredients. The biggest challenge was in portraying the exact look and feel of the biscuit bits: we looked at 5Star print ads for reference and ended up photographing the actual product with macro lenses, in order to capture the true essence of their crunchiness. This attention to detail ensured that everything in this world of chocolate had all the appetite appeal of the real thing.