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    The Most Powerful Tee短视频广告营销案例

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    最强大的 t恤

    案例简介:Cotton Incorporated 和开幕式通过创造 “最强大的 tee” 来庆祝标志性的 cotton Tee 作为永恒的自我表达媒介。 “将这个想法付诸实践是广告公司 DDB 和限量版 t恤开发的特殊视频,由棉花和开幕式创建,可在纽约霍华德街 33-35 号开幕式上购买,并从 2018年10月22日开始在线购买,同时供应持续。“早在推特发布之前,棉质 t恤就成了自我表现的画布,” 棉花公司消费者营销高级副总裁金 · 基钦斯说。“在社交媒体匿名之前,人们会发表自己的好恶和哲学声明,让全世界都能看到。开幕式上的设计师以通过时尚表达自我而闻名,他们是提醒消费者棉 t恤是与我们时代相关的真实媒体的理想合作伙伴。这项合作于 2018年10月24日在纽约开幕式上启动,将每个人最喜欢的棉质服装项目与观点分享的文化现实结合起来。根据 Cotton Incorporated Lifestyle Monitor 的数据,超过 80% 的消费者全年都穿着 t恤,近一半的消费者更喜欢印有信息的 t恤 (46%)™调查。“我们一直认为开幕式是一个城镇广场,我们鼓励各行各业走到一起, 开幕式的联合创始人兼创意总监汉贝托 · 利昂说: “因此,在 t恤上使用空广场感觉像是利用这个项目信息的一种有意义的方式。”。“通过这个项目,我们希望在对我们社会来说如此关键的时刻,鼓励人们思考自我表达的重要性。 “最强大的 Tee” 是由广告公司 DDB New York (纽约证券交易所: OMC) 创建的,其特色是历史镜头,加上棉花 tee 的陈述和图像。视频还与不同的都市人在同样的声明制作 t恤的镜头交织在一起,强调了一件看似简单的 t恤可以表达的个性和力量。非传统的拍摄方法,包括各种角度,16毫米电影和数字镜头的结合, 4:3 的长宽比增加了电影的独特性,并有助于展示贯穿始终的独特个性。DDB 纽约创意总监卡珊德拉 · 安德森说: “虽然棉花是一个历史悠久的品牌,但它有着真实、永恒的相关性,就像 t恤一样。”。“我们在电影创作和伴随的活动中的目标是向新观众证明这一点,以一种真实的方式,反映他们如何自然地与品牌互动和消费内容。”

    最强大的 t恤

    案例简介:Cotton Incorporated and Opening Ceremony are celebrating the iconic cotton tee as a timeless medium for self-expression by creating “The Most Powerful Tee.” Bringing this idea to life is a special video developed by ad agency DDB and limited edition tee shirt, created by Cotton and Opening Ceremony and available for purchase at Opening Ceremony in New York at 33-35 Howard Street and online starting October 22, 2018, while supplies last. “Long before there were tweets, cotton tee shirts were the canvas of self-expression,” said Kim Kitchings, senior vice president, Consumer Marketing at Cotton Incorporated. “Before the anonymity offered by social media, people wore statements of their likes, dislikes and philosophies for all the world to see. The designers at Opening Ceremony are known for self-expression through fashion, and were the ideal partners to remind consumers that the cotton tee is an authentic medium relevant to our time.” This collaboration, launched at Opening Ceremony New York on October 24, 2018, merges everyone’s favorite go-to cotton clothing item with the cultural reality of opinion sharing. More than 80 percent of consumers wear t-shirts all year long, with nearly half preferring t-shirts with printed messages (46 percent), according to Cotton Incorporated Lifestyle Monitor™ survey. “We’ve always felt that Opening Ceremony is a town square of sorts, where we encourage all walks of life to come together, so using the empty square on the t-shirt felt like a meaningful way to harness the message of this project,” said Humberto Leon, co-founder and creative director of Opening Ceremony. “With this project we hope to encourage thought around the importance of self-expression at such a crucial time for our society.” “The Most Powerful Tee” was created by ad agency DDB New York (NYSE: OMC) and features historical footage coupled with statements and images made more impactful by the cotton tee. The video is also intercut with footage of diverse urbanites in equally statement-making tee shirts, emphasizing the individuality and power a seemingly simple tee shirt with the right message can express. Non-traditional filming methods, including a variety of angles, a combination of 16mm film and digital footage, and 4:3 aspect ratio add to the uniqueness of the film and help showcase the unique personalities featured throughout. “While Cotton is a long-established brand, it has real, timeless relevance, just like the tee shirt,” said Cassandra Anderson, Creative Director at DDB New York said. “Our goal in the creation of the film and the accompanying campaign is to prove this to a new audience in a way that is authentic and reflective of how they naturally interact with brands and consume content.”

    The Most Powerful Tee

    案例简介:Cotton Incorporated 和开幕式通过创造 “最强大的 tee” 来庆祝标志性的 cotton Tee 作为永恒的自我表达媒介。 “将这个想法付诸实践是广告公司 DDB 和限量版 t恤开发的特殊视频,由棉花和开幕式创建,可在纽约霍华德街 33-35 号开幕式上购买,并从 2018年10月22日开始在线购买,同时供应持续。“早在推特发布之前,棉质 t恤就成了自我表现的画布,” 棉花公司消费者营销高级副总裁金 · 基钦斯说。“在社交媒体匿名之前,人们会发表自己的好恶和哲学声明,让全世界都能看到。开幕式上的设计师以通过时尚表达自我而闻名,他们是提醒消费者棉 t恤是与我们时代相关的真实媒体的理想合作伙伴。这项合作于 2018年10月24日在纽约开幕式上启动,将每个人最喜欢的棉质服装项目与观点分享的文化现实结合起来。根据 Cotton Incorporated Lifestyle Monitor 的数据,超过 80% 的消费者全年都穿着 t恤,近一半的消费者更喜欢印有信息的 t恤 (46%)™调查。“我们一直认为开幕式是一个城镇广场,我们鼓励各行各业走到一起, 开幕式的联合创始人兼创意总监汉贝托 · 利昂说: “因此,在 t恤上使用空广场感觉像是利用这个项目信息的一种有意义的方式。”。“通过这个项目,我们希望在对我们社会来说如此关键的时刻,鼓励人们思考自我表达的重要性。 “最强大的 Tee” 是由广告公司 DDB New York (纽约证券交易所: OMC) 创建的,其特色是历史镜头,加上棉花 tee 的陈述和图像。视频还与不同的都市人在同样的声明制作 t恤的镜头交织在一起,强调了一件看似简单的 t恤可以表达的个性和力量。非传统的拍摄方法,包括各种角度,16毫米电影和数字镜头的结合, 4:3 的长宽比增加了电影的独特性,并有助于展示贯穿始终的独特个性。DDB 纽约创意总监卡珊德拉 · 安德森说: “虽然棉花是一个历史悠久的品牌,但它有着真实、永恒的相关性,就像 t恤一样。”。“我们在电影创作和伴随的活动中的目标是向新观众证明这一点,以一种真实的方式,反映他们如何自然地与品牌互动和消费内容。”

    The Most Powerful Tee

    案例简介:Cotton Incorporated and Opening Ceremony are celebrating the iconic cotton tee as a timeless medium for self-expression by creating “The Most Powerful Tee.” Bringing this idea to life is a special video developed by ad agency DDB and limited edition tee shirt, created by Cotton and Opening Ceremony and available for purchase at Opening Ceremony in New York at 33-35 Howard Street and online starting October 22, 2018, while supplies last. “Long before there were tweets, cotton tee shirts were the canvas of self-expression,” said Kim Kitchings, senior vice president, Consumer Marketing at Cotton Incorporated. “Before the anonymity offered by social media, people wore statements of their likes, dislikes and philosophies for all the world to see. The designers at Opening Ceremony are known for self-expression through fashion, and were the ideal partners to remind consumers that the cotton tee is an authentic medium relevant to our time.” This collaboration, launched at Opening Ceremony New York on October 24, 2018, merges everyone’s favorite go-to cotton clothing item with the cultural reality of opinion sharing. More than 80 percent of consumers wear t-shirts all year long, with nearly half preferring t-shirts with printed messages (46 percent), according to Cotton Incorporated Lifestyle Monitor™ survey. “We’ve always felt that Opening Ceremony is a town square of sorts, where we encourage all walks of life to come together, so using the empty square on the t-shirt felt like a meaningful way to harness the message of this project,” said Humberto Leon, co-founder and creative director of Opening Ceremony. “With this project we hope to encourage thought around the importance of self-expression at such a crucial time for our society.” “The Most Powerful Tee” was created by ad agency DDB New York (NYSE: OMC) and features historical footage coupled with statements and images made more impactful by the cotton tee. The video is also intercut with footage of diverse urbanites in equally statement-making tee shirts, emphasizing the individuality and power a seemingly simple tee shirt with the right message can express. Non-traditional filming methods, including a variety of angles, a combination of 16mm film and digital footage, and 4:3 aspect ratio add to the uniqueness of the film and help showcase the unique personalities featured throughout. “While Cotton is a long-established brand, it has real, timeless relevance, just like the tee shirt,” said Cassandra Anderson, Creative Director at DDB New York said. “Our goal in the creation of the film and the accompanying campaign is to prove this to a new audience in a way that is authentic and reflective of how they naturally interact with brands and consume content.”

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