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腿在
案例简介：The Sprout 是圣约翰市中心的一家素食餐厅，它以新鲜、充满活力的菜单而闻名，就像它缺乏肉类一样。该市的素食者已经是新芽餐厅的常客，但是为了给餐厅的客户群增加更多的非素食者，Target 制作了一场厚颜无耻的海报活动。这个想法以一种有趣、不敬的方式将约会场景 (肉类市场) 中缺乏多样性和大多数非素食者的典型饮食进行了比较。它厚颜无耻地出售豆芽，作为体验令人耳目一新的不同食物的机会，这将打开食客的视野。凭借强烈的幽默感，广告的语气有两个目的: 首先，它直接反驳了素食者说教和过于严肃的 (不公平的) 负面刻板印象。其次，它肯定会引起业主的注意 -- 并让人们说话。考虑到这一点，就在新年前夕，圣约翰市中心的三个广告被处决 -- 重点是受欢迎的酒吧、俱乐部和其他当地企业，目标是年轻人, 社交活跃的观众。展示广告文本的彩色杯垫也被分发。“不再有肉类市场” 运动传达了这样一个信息，即豆芽是一家不同于任何其他素食餐馆的素食餐厅, 建议他们的食物必须与观众以前尝试过的任何其他素食食物相似，也更好。
腿在
案例简介：The Sprout is a vegetarian restaurant in downtown St. John’s as renowned for its fresh, vibrant menu as much as it is for its lack of meat. Vegetarians in the city are already regular patrons of The Sprout, but in an effort to add more non-vegetarians to the restaurant’s client base, Target has produced a cheeky poster campaign. The idea draws a comparison between the lack of variety in the dating scene (the meat market) and the typical diets of most non-vegetarians in an amusing, irreverent way. It cheekily sells The Sprout as an opportunity to experience refreshingly different food that will open up diners’ horizons. With a strong sense of humour, the tone of the ads serves two purposes: First, it directly counters the (unfairly) negative stereotype of vegetarians as preachy and overly serious. Second, it’s sure to get the attention of downtowners – and to get people talking. With this in mind, three executions of the ads were placed around downtown St. John’s just before New Years Eve – with a focus on popular bars, clubs and other local businesses, targeting a young, socially active audience. Colourful coasters displaying text from the ads were also distributed. The No More Meat Market campaign sends the message that The Sprout is a vegetarian restaurant unlike any other, suggesting their food must be similarly unlike – and better than – any other vegetarian food the audience might have tried before.
Leg over
案例简介：The Sprout 是圣约翰市中心的一家素食餐厅，它以新鲜、充满活力的菜单而闻名，就像它缺乏肉类一样。该市的素食者已经是新芽餐厅的常客，但是为了给餐厅的客户群增加更多的非素食者，Target 制作了一场厚颜无耻的海报活动。这个想法以一种有趣、不敬的方式将约会场景 (肉类市场) 中缺乏多样性和大多数非素食者的典型饮食进行了比较。它厚颜无耻地出售豆芽，作为体验令人耳目一新的不同食物的机会，这将打开食客的视野。凭借强烈的幽默感，广告的语气有两个目的: 首先，它直接反驳了素食者说教和过于严肃的 (不公平的) 负面刻板印象。其次，它肯定会引起业主的注意 -- 并让人们说话。考虑到这一点，就在新年前夕，圣约翰市中心的三个广告被处决 -- 重点是受欢迎的酒吧、俱乐部和其他当地企业，目标是年轻人, 社交活跃的观众。展示广告文本的彩色杯垫也被分发。“不再有肉类市场” 运动传达了这样一个信息，即豆芽是一家不同于任何其他素食餐馆的素食餐厅, 建议他们的食物必须与观众以前尝试过的任何其他素食食物相似，也更好。
Leg over
案例简介：The Sprout is a vegetarian restaurant in downtown St. John’s as renowned for its fresh, vibrant menu as much as it is for its lack of meat. Vegetarians in the city are already regular patrons of The Sprout, but in an effort to add more non-vegetarians to the restaurant’s client base, Target has produced a cheeky poster campaign. The idea draws a comparison between the lack of variety in the dating scene (the meat market) and the typical diets of most non-vegetarians in an amusing, irreverent way. It cheekily sells The Sprout as an opportunity to experience refreshingly different food that will open up diners’ horizons. With a strong sense of humour, the tone of the ads serves two purposes: First, it directly counters the (unfairly) negative stereotype of vegetarians as preachy and overly serious. Second, it’s sure to get the attention of downtowners – and to get people talking. With this in mind, three executions of the ads were placed around downtown St. John’s just before New Years Eve – with a focus on popular bars, clubs and other local businesses, targeting a young, socially active audience. Colourful coasters displaying text from the ads were also distributed. The No More Meat Market campaign sends the message that The Sprout is a vegetarian restaurant unlike any other, suggesting their food must be similarly unlike – and better than – any other vegetarian food the audience might have tried before.
腿在
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Leg over
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基本信息
- 广告品牌： The Sprout
- 发布日期： 2010-01-08
- 行业领域： 生活服务 , 旅游/娱乐
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
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