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赢得圣诞节
案例简介：简要解释 我们为桑葚带来了一个英国圣诞节的喜剧转折，桑葚是一个天生的英国时尚品牌。因为每个人都想送最好的礼物，所以家庭里有一种不言而喻的优势。 简要解释 熊熊大火。一只小狗。一个醉醺醺的奶奶和一只独角兽在后花园。桑葚给人们带来了一个普通的英国圣诞节。因为每个人都想送最好的礼物，所以家庭里有一种不言而喻的优势。# WinChristmas 是 Mulberry 的第一个概念广告。 执行 圣诞节那天我们在客厅开门。从高高的天花板和大窗户，以及装饰高雅的白色高墙，很明显，我们在一个美丽的乡村堆里。五只完全间隔的长袜从壁炉上方的壁架上垂下来，壁架本身就涂上了圣诞卡。至于角落里的圣诞树，它可以直接从狄更斯的小说中挑选出来。骄傲，覆盖着华丽的装饰，周围是礼物的海洋。在礼物周围，坐在几张豪华的椅子上，一个穿着考究的家庭分发礼物，喝着香槟。是理查德 · 柯蒂斯遇到韦斯 · 安德森。英国古雅与风格化的美相遇。有几个主人，妈妈和爸爸，大约 55 岁。一个有着橄榄球和军事伪装的乐观男人，他非常可爱的妻子在他身边。有一个 18 岁左右的小女儿。她看起来很无辜，很可疑。毫无疑问，一个完美的孩子和家人在一起，但是关于她的一些事情让我觉得是地狱。然后是 nan。她知道发生了什么吗？也许吧。她在乎吗？一点也不。她的白兰地酒杯满了，扶手椅上有几个垫子，没有人想和她说话。一切都很完美。终于有了明星夫妇。二十多岁，穿着时尚，头发完美。这位男朋友可能是一名划手，这是他第一次见到法律家，他太努力了，无法给他们留下深刻印象。女儿虽然不是模特，但以一种家常的方式非常漂亮。她有一张脸，当你让她微笑时，会让你觉得自己赢得了一些东西。轮到她打开礼物了。她的小妹妹微笑着递给她一个大长方形礼物。姐姐打开它，露出了她的肖像。姐姐: 哇!你这样做了吗？妹妹: 是啊!我花了很长时间!我们看到了其他家庭成员一半印象深刻的面孔。这是一个很好的礼物。除了楠。她的反应好像什么都没发生。姐姐: 哦，谢谢!现在轮到爸爸妈妈了。妈妈递给她一个带蝴蝶结的大盒子。妈妈: 圣诞快乐，亲爱的!女儿看到礼物时会高兴得尖叫起来。她又打开盖子，尖叫起来 -- 里面有世界上最可爱的小狗!妈妈: 他挥手，妈妈漫不经心地说。我们回头看狗，它挥动着他的小爪子。全家人都觉得它很可爱。我们可以看到妹妹有点恼火，她的礼物已经被击败了。妈妈很高兴，这是人类可能的。她的背直了，她环顾着房间，好像在说: “看看你是否能战胜它”。男朋友转身，他看起来很自信。他轻拍他心爱的人的肩膀，让她到窗前来。他轻敲窗户，召唤着什么。一匹漂亮的白马回来拍摄。姐姐: 哦，我的上帝!男朋友: 等等。他向马招手，揭示它不是马，而是独角兽。是的，他给她买了一只独角兽。男朋友 :( 非常自鸣得意) 这是一只独角兽。女孩体内的东西崩溃了。在独角兽和男朋友之间，她不知道该多爱哪一个。姐姐: 谢谢!我们看到家人的反应。妈妈和女儿不敢相信他给了她一份比他们更好的礼物。楠看起来要生病了，她觉得现在太俗气了。所有的目光都充满期待地转向南。轮到她了。她以每小时半英里的速度移动，爬出椅子，摇摇晃晃地走向礼物。哦，亲爱的。这可能很尴尬。她知道圣诞节是什么吗？这个礼物有多令人畏缩？其他家庭成员都有一些尴尬的表情，都有点担心接下来会发生什么。突然有很多紧张。她低下头，冷静地把手放在一份包装不好的礼物上，转身走回她的椅子上, 几乎就像一个动作英雄转身离开，形成爆炸 -- 只是慢得多。姐姐: 谢谢你，奶奶。除了包装纸被拆开的声音，一切都变得沉默了。有一个最后的撕裂和繁荣。所有进入其他礼物的想法、考虑和努力都消失了。所有的都没了。因为现在，在她的手中，是新的桑树木槿 Bayswater。她看着楠。姐姐: 闭嘴!她开始兴奋地尖叫，妈妈差点把饮料洒了。她正在做一件大事，因为她不太相信。她在房间里跳来跳去，拿着她的新包旋转。她就像个孩子。老 SISTER: 我喜欢它，我喜欢它，我喜欢它!她把包举到姐姐的脸上。姐姐: 看看!突然一切都很尴尬，就像痛苦的那样。男朋友完全被阉割了。他凝视着中间的距离，不太明白他不再是顶级狗了。他赶走了独角兽。她姐姐看起来很沮丧。她知道她的现在已经完全忘记了。我们在他们所有恼怒的脸上做了一个平底锅，包括小狗，和仍然尖叫的女孩拼接在一起。姐姐: 这是有史以来最好的礼物!我们直截了当地看着楠，她坐在椅子上，看着他们沮丧的脸。你可以从她的嘴的一边看到她微笑的微弱。但她也可能一直在给他们所有的中指。桑葚。# WINCHRISTMAS。
赢得圣诞节
案例简介：Brief Explanation We bring a comedic twist to a British Christmas for Mulberry, an inherently English fashion brand. There is an unspoken sense of one-upmanship in the family as everyone wants to give the best gift. Brief Explanation A roaring fire. A puppy. A tipsy grandma and a unicorn in the back garden. Mulberry brings to life an average British Christmas. There is an unspoken sense of one-upmanship in the family as everyone wants to give the best gift. #WinChristmas is Mulberry’s first piece of conceptual advertising. Execution We open on a living room on Christmas day. It is clear from the high ceiling and large windows, and the art tastefully decorating the tall white walls, that we are in a fine country pile. Five perfectly spaced stockings hang down from the ledge above the fireplace, which in itself is coated in Christmas cards. As for the Christmas tree in the corner, it could have been picked straight from the pages of a Dickens novel. Proud, covered with ornate decorations and surrounded by a sea of presents. And around the presents, in several luxurious chairs, sit a well-dressed family handing out presents and sipping champagne. It’s Richard Curtis meets Wes Anderson. British quaintness meets over stylised beauty. There’s the hosts, mum and dad, a couple of around 55. A bullish man with a rugby build and military pretences, and his very sweet wife beside him. There’s the youngest daughter of around 18. She looks so innocent it’s suspicious. A perfect child with the family around no doubt, but something about her says hell raiser. Then there’s nan. Is she aware what’s going on? Maybe. Does she care? Not a jot. Her brandy glass is full, the armchair has several cushions and no one is trying to talk to her. Things are perfect.Finally there is the star couple. Late twenties, fashionably dressed with perfect hair. The boyfriend, a rower probably, is meeting the in laws for the first time, and he is trying way too hard to try and impress them. The daughter, although not a model, is gorgeous in a homely way. She has the sort of face that makes you feel like you won something when you make her smile. And it’s her turn to open her presents. Her little sister, smiling, hands her a big rectangle present. The older sister unwraps it to reveal a portrait of her. OLDER SISTER:Wow! Did you do this?YOUNGER SISTER:Yeh! It took me ages!We see half impressed faces of the other family members. It’s a pretty good gift. Except nan. She reacts like nothing has happened. OLDER SISTER:Aw thank you!Mum and dad’s turn now. Mum hands her a big box with a bow. MUM:Merry Christmas, darling!The daughter does a little squeal of delight seeing the present. She lifts the lid and squeals again- there’s the cutest puppy in the world in there! MUM:And he waves.Mum says nonchalantly. We look back at the dog and he waves his little paw. The whole family find it very cute. We can see the younger sister a bit annoyed her gift has already been trumped.Mum is chuffed as is humanly possible. Her back straightens she looks around the room as if to say: ‘See if you can beat that’.The boyfriend’s turn and he’s looking very confident. He taps his beloved on the shoulder and asks her to come to the window. He taps on the window and beckons something. A beautiful white horse backs in to shot.OLDER SISTER:Oh my God!BOYFRIEND:Wait. . .He beckons the horse more and reveals it’s not a horse, but a Unicorn. Yup, he got her a unicorn. BOYFRIEND:(Very very smugly) It’s a unicorn. Something inside the girl crumbles. Between the unicorn and the boyfriend, she doesn’t know which to love more.OLDER SISTER:Thank you!We see the family react. Mum and daughter can’t believe he’s got her a nicer present than them. Nan looks like she’s going to be sick she finds the present so cheesy. All eyes turn expectantly to nan. Her turn. Moving at about half a mile an hour, she creeks out of her chair and staggers over to the presents. Oh dear. This could be embarrassing. Does she even know what Christmas is anymore? How cringe worthy is this present going to be? The rest of the family share a few awkward looks, all slightly worried at what might happen next. There is a lot of tension suddenly.She reaches down, coolly hands over a badly wrapped present, and turns around to walk back to her chair, almost like an action hero turning their back and walking away form an explosion - just much slower. OLDER SISTER:Thank you Grandma.Everything goes muted except the sound of wrapping paper being taken apart. There’s one final rip and BOOM. . . All the thought and consideration and effort that went in to the other presents vanishes. All of it gone. Because now, in her hands, is the new Mulberry Hibiscus Bayswater. She looks at nan.OLDER SISTER:Shut up! She starts screaming with such excitement that mum almost spills her drink. She is making a very big deal as she cant quite believe it. She jumps around the room, spinning with her new bag. She’s like a child. OLDER SISTER:I LOVE IT I LOVE IT I LOVE IT!!!!!She holds the bag up to her sisters face. OLDER SISTER:Look at it!Suddenly it’s all very awkward, like painfully so. The boyfriend is totally emasculated. He stares off in to the middle distance, not quite understanding how he isn’t top dog anymore. He shoos the unicorn away. Her sister looks disheartened. She knows her present has just become totally forgettable. We do a pan across all their irritated faces, including the puppy, spliced with the girl still screaming. OLDER SISTER:This is the best present ever!We cut to nan, who sits back in her chair and basks in their despondent faces. You can just see from one side of her mouth the very faintest of smiles being raised. But she might as well have been giving them all the middle finger. MULBERRY. #WINCHRISTMAS.
Win Christmas
案例简介：简要解释 我们为桑葚带来了一个英国圣诞节的喜剧转折，桑葚是一个天生的英国时尚品牌。因为每个人都想送最好的礼物，所以家庭里有一种不言而喻的优势。 简要解释 熊熊大火。一只小狗。一个醉醺醺的奶奶和一只独角兽在后花园。桑葚给人们带来了一个普通的英国圣诞节。因为每个人都想送最好的礼物，所以家庭里有一种不言而喻的优势。# WinChristmas 是 Mulberry 的第一个概念广告。 执行 圣诞节那天我们在客厅开门。从高高的天花板和大窗户，以及装饰高雅的白色高墙，很明显，我们在一个美丽的乡村堆里。五只完全间隔的长袜从壁炉上方的壁架上垂下来，壁架本身就涂上了圣诞卡。至于角落里的圣诞树，它可以直接从狄更斯的小说中挑选出来。骄傲，覆盖着华丽的装饰，周围是礼物的海洋。在礼物周围，坐在几张豪华的椅子上，一个穿着考究的家庭分发礼物，喝着香槟。是理查德 · 柯蒂斯遇到韦斯 · 安德森。英国古雅与风格化的美相遇。有几个主人，妈妈和爸爸，大约 55 岁。一个有着橄榄球和军事伪装的乐观男人，他非常可爱的妻子在他身边。有一个 18 岁左右的小女儿。她看起来很无辜，很可疑。毫无疑问，一个完美的孩子和家人在一起，但是关于她的一些事情让我觉得是地狱。然后是 nan。她知道发生了什么吗？也许吧。她在乎吗？一点也不。她的白兰地酒杯满了，扶手椅上有几个垫子，没有人想和她说话。一切都很完美。终于有了明星夫妇。二十多岁，穿着时尚，头发完美。这位男朋友可能是一名划手，这是他第一次见到法律家，他太努力了，无法给他们留下深刻印象。女儿虽然不是模特，但以一种家常的方式非常漂亮。她有一张脸，当你让她微笑时，会让你觉得自己赢得了一些东西。轮到她打开礼物了。她的小妹妹微笑着递给她一个大长方形礼物。姐姐打开它，露出了她的肖像。姐姐: 哇!你这样做了吗？妹妹: 是啊!我花了很长时间!我们看到了其他家庭成员一半印象深刻的面孔。这是一个很好的礼物。除了楠。她的反应好像什么都没发生。姐姐: 哦，谢谢!现在轮到爸爸妈妈了。妈妈递给她一个带蝴蝶结的大盒子。妈妈: 圣诞快乐，亲爱的!女儿看到礼物时会高兴得尖叫起来。她又打开盖子，尖叫起来 -- 里面有世界上最可爱的小狗!妈妈: 他挥手，妈妈漫不经心地说。我们回头看狗，它挥动着他的小爪子。全家人都觉得它很可爱。我们可以看到妹妹有点恼火，她的礼物已经被击败了。妈妈很高兴，这是人类可能的。她的背直了，她环顾着房间，好像在说: “看看你是否能战胜它”。男朋友转身，他看起来很自信。他轻拍他心爱的人的肩膀，让她到窗前来。他轻敲窗户，召唤着什么。一匹漂亮的白马回来拍摄。姐姐: 哦，我的上帝!男朋友: 等等。他向马招手，揭示它不是马，而是独角兽。是的，他给她买了一只独角兽。男朋友 :( 非常自鸣得意) 这是一只独角兽。女孩体内的东西崩溃了。在独角兽和男朋友之间，她不知道该多爱哪一个。姐姐: 谢谢!我们看到家人的反应。妈妈和女儿不敢相信他给了她一份比他们更好的礼物。楠看起来要生病了，她觉得现在太俗气了。所有的目光都充满期待地转向南。轮到她了。她以每小时半英里的速度移动，爬出椅子，摇摇晃晃地走向礼物。哦，亲爱的。这可能很尴尬。她知道圣诞节是什么吗？这个礼物有多令人畏缩？其他家庭成员都有一些尴尬的表情，都有点担心接下来会发生什么。突然有很多紧张。她低下头，冷静地把手放在一份包装不好的礼物上，转身走回她的椅子上, 几乎就像一个动作英雄转身离开，形成爆炸 -- 只是慢得多。姐姐: 谢谢你，奶奶。除了包装纸被拆开的声音，一切都变得沉默了。有一个最后的撕裂和繁荣。所有进入其他礼物的想法、考虑和努力都消失了。所有的都没了。因为现在，在她的手中，是新的桑树木槿 Bayswater。她看着楠。姐姐: 闭嘴!她开始兴奋地尖叫，妈妈差点把饮料洒了。她正在做一件大事，因为她不太相信。她在房间里跳来跳去，拿着她的新包旋转。她就像个孩子。老 SISTER: 我喜欢它，我喜欢它，我喜欢它!她把包举到姐姐的脸上。姐姐: 看看!突然一切都很尴尬，就像痛苦的那样。男朋友完全被阉割了。他凝视着中间的距离，不太明白他不再是顶级狗了。他赶走了独角兽。她姐姐看起来很沮丧。她知道她的现在已经完全忘记了。我们在他们所有恼怒的脸上做了一个平底锅，包括小狗，和仍然尖叫的女孩拼接在一起。姐姐: 这是有史以来最好的礼物!我们直截了当地看着楠，她坐在椅子上，看着他们沮丧的脸。你可以从她的嘴的一边看到她微笑的微弱。但她也可能一直在给他们所有的中指。桑葚。# WINCHRISTMAS。
Win Christmas
案例简介：Brief Explanation We bring a comedic twist to a British Christmas for Mulberry, an inherently English fashion brand. There is an unspoken sense of one-upmanship in the family as everyone wants to give the best gift. Brief Explanation A roaring fire. A puppy. A tipsy grandma and a unicorn in the back garden. Mulberry brings to life an average British Christmas. There is an unspoken sense of one-upmanship in the family as everyone wants to give the best gift. #WinChristmas is Mulberry’s first piece of conceptual advertising. Execution We open on a living room on Christmas day. It is clear from the high ceiling and large windows, and the art tastefully decorating the tall white walls, that we are in a fine country pile. Five perfectly spaced stockings hang down from the ledge above the fireplace, which in itself is coated in Christmas cards. As for the Christmas tree in the corner, it could have been picked straight from the pages of a Dickens novel. Proud, covered with ornate decorations and surrounded by a sea of presents. And around the presents, in several luxurious chairs, sit a well-dressed family handing out presents and sipping champagne. It’s Richard Curtis meets Wes Anderson. British quaintness meets over stylised beauty. There’s the hosts, mum and dad, a couple of around 55. A bullish man with a rugby build and military pretences, and his very sweet wife beside him. There’s the youngest daughter of around 18. She looks so innocent it’s suspicious. A perfect child with the family around no doubt, but something about her says hell raiser. Then there’s nan. Is she aware what’s going on? Maybe. Does she care? Not a jot. Her brandy glass is full, the armchair has several cushions and no one is trying to talk to her. Things are perfect.Finally there is the star couple. Late twenties, fashionably dressed with perfect hair. The boyfriend, a rower probably, is meeting the in laws for the first time, and he is trying way too hard to try and impress them. The daughter, although not a model, is gorgeous in a homely way. She has the sort of face that makes you feel like you won something when you make her smile. And it’s her turn to open her presents. Her little sister, smiling, hands her a big rectangle present. The older sister unwraps it to reveal a portrait of her. OLDER SISTER:Wow! Did you do this?YOUNGER SISTER:Yeh! It took me ages!We see half impressed faces of the other family members. It’s a pretty good gift. Except nan. She reacts like nothing has happened. OLDER SISTER:Aw thank you!Mum and dad’s turn now. Mum hands her a big box with a bow. MUM:Merry Christmas, darling!The daughter does a little squeal of delight seeing the present. She lifts the lid and squeals again- there’s the cutest puppy in the world in there! MUM:And he waves.Mum says nonchalantly. We look back at the dog and he waves his little paw. The whole family find it very cute. We can see the younger sister a bit annoyed her gift has already been trumped.Mum is chuffed as is humanly possible. Her back straightens she looks around the room as if to say: ‘See if you can beat that’.The boyfriend’s turn and he’s looking very confident. He taps his beloved on the shoulder and asks her to come to the window. He taps on the window and beckons something. A beautiful white horse backs in to shot.OLDER SISTER:Oh my God!BOYFRIEND:Wait. . .He beckons the horse more and reveals it’s not a horse, but a Unicorn. Yup, he got her a unicorn. BOYFRIEND:(Very very smugly) It’s a unicorn. Something inside the girl crumbles. Between the unicorn and the boyfriend, she doesn’t know which to love more.OLDER SISTER:Thank you!We see the family react. Mum and daughter can’t believe he’s got her a nicer present than them. Nan looks like she’s going to be sick she finds the present so cheesy. All eyes turn expectantly to nan. Her turn. Moving at about half a mile an hour, she creeks out of her chair and staggers over to the presents. Oh dear. This could be embarrassing. Does she even know what Christmas is anymore? How cringe worthy is this present going to be? The rest of the family share a few awkward looks, all slightly worried at what might happen next. There is a lot of tension suddenly.She reaches down, coolly hands over a badly wrapped present, and turns around to walk back to her chair, almost like an action hero turning their back and walking away form an explosion - just much slower. OLDER SISTER:Thank you Grandma.Everything goes muted except the sound of wrapping paper being taken apart. There’s one final rip and BOOM. . . All the thought and consideration and effort that went in to the other presents vanishes. All of it gone. Because now, in her hands, is the new Mulberry Hibiscus Bayswater. She looks at nan.OLDER SISTER:Shut up! She starts screaming with such excitement that mum almost spills her drink. She is making a very big deal as she cant quite believe it. She jumps around the room, spinning with her new bag. She’s like a child. OLDER SISTER:I LOVE IT I LOVE IT I LOVE IT!!!!!She holds the bag up to her sisters face. OLDER SISTER:Look at it!Suddenly it’s all very awkward, like painfully so. The boyfriend is totally emasculated. He stares off in to the middle distance, not quite understanding how he isn’t top dog anymore. He shoos the unicorn away. Her sister looks disheartened. She knows her present has just become totally forgettable. We do a pan across all their irritated faces, including the puppy, spliced with the girl still screaming. OLDER SISTER:This is the best present ever!We cut to nan, who sits back in her chair and basks in their despondent faces. You can just see from one side of her mouth the very faintest of smiles being raised. But she might as well have been giving them all the middle finger. MULBERRY. #WINCHRISTMAS.
赢得圣诞节
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Win Christmas
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