"Celebrate diversity" Eurovision Song Contest 2017|海报/平面|广告营销案例【ADGuider广告指南】

“庆祝多样性” 欧洲歌唱大赛 2017

案例简介：概要每年欧洲歌唱比赛都由一个新的国家主办。这就是为什么每次都从头开始开发新的品牌风格。它应该代表主办国的独特个性，带来庆祝音乐人才的想法，并为全世界带来视觉上的刺激。2017 届欧洲歌唱大赛前往乌克兰。所以我们必须创造一种灵活的视觉语言，既适用于电视广播，也适用于几十种媒体。欧洲歌唱大赛是世界上持续时间最长的年度电视音乐比赛，2017年有超过 1.8亿观众观看。5月13日、 11 日和 11 日，乌克兰基辅的三场现场表演在 42 个市场吸引了大约 1.82亿人。结果欧洲歌唱大赛是世界上持续时间最长的年度电视音乐比赛，2017年有超过 1.8亿观众观看。来自乌克兰基辅的直播节目在 42 个市场吸引了大约 1.82亿人。从 2016年起，在线观看欧洲歌唱大赛的人数翻了一番多。在 YouTube 官方频道上，2.65亿个市场有 233 小时的视频观看时间。当然，所有这些都不是视觉身份本身造成的。但是我们喜欢这样一个想法，即如此庞大的观众与品牌互动，并成为这个伟大故事的独特珠子。执行使用了传统的乌克兰符号，我们也给了它一个现代的外观和明亮的生活模式。项链的每一个元素都有其独特的设计和形状，这象征着一个简单的事实: 我们都是不同的，但是每年我们为了一个美丽的事业聚在一起。我们选择了红色和黑色作为主要品牌颜色。选择了两种传统的乌克兰颜色，我们将它们改编成电视节目的现实形式。这就是我们如何想出冷黑色和充满活力的红色。与普通黑色相比，它的冷色调在屏幕上看起来更有利。我们选择了充满活力的红色，而不是红色。结合起来，这些颜色创造了一个惊人的视觉对比，非常适合欧洲视觉的性质。活动描述基辅欧洲歌唱大赛 2017 的企业形象是基于 “庆祝多样性” 的座右铭。这场比赛邀请了来自所有欧洲国家和其他地区的参与者，通过欣赏美妙的音乐来庆祝文化的相似和不同。寻找一个既代表乌克兰文化又代表比赛使命的象征，让我们想到要重塑传统的乌克兰项链。它成为视觉身份的基础。遵循 “团结欧洲，逐珠” 的理念，项链的单个珠子象征着参与的艺术家和国家，每一颗珠子和整个项链本身一样独立。珠子对于珠子来说，它们以不同大小的条纹、星星、十字架或圆点为基础，具有独特的外观，但它们显然是归属在一起并形成统一的。它在模拟和数字媒体中提供了广泛的应用。

“庆祝多样性” 欧洲歌唱大赛 2017

案例简介：Synopsis Every year Eurovision Song Contest is hosted by a new country. That is why a new brand style is developed every time from scratch. It is supposed to represent unique personality of the hosting country, to bring through the idea of celebrating music talents as well as be visually exciting for the whole world. In 2017 Eurovision Song Contest traveled to Ukraine. So we had to create a flexible visual language applicable both for TV broadcasting and dozens of media. The Eurovision Song Contest, the world’s longest running annual TV music competition, was seen by over 180 million viewers in 2017. The three live shows from Kyiv, Ukraine on 9, 11 and 13 May reached around 182 million people across 42 markets. Outcome The Eurovision Song Contest, the world’s longest running annual TV music competition, was seen by over 180 million viewers in 2017. The live show from Kyiv, Ukraine reached around 182 million people across 42 markets. The number of people watching the Eurovision Song Contest online more than doubled from 2016. There were 265 million hours of video views in 233 markets on the official YouTube channel. All these, of course, was not resulted by visual identity itself. But we love the idea that such a huge audience interacted with the brand and became unique beads of this great story. Execution Having used a traditional Ukrainian symbol, we have also given it a modern look with bright live patterns. Every element of the necklace has its unique design and shape, which symbolises a simple truth: we are all different, but every year we meet together for one beautiful cause. We selected red and black as primary brand colors. Having chosen two traditional Ukrainian colors, we have adapted them for the reality of TV show format. That’s how we came up with Cold Black and Vibrant Red. Compared with regular black, its cool shade will look more favorable on the screen. Instead of red we chose glowing with life Vibrant Red. In combination, these colors create a striking visual contrast that suits the nature of Eurovision so well. CampaignDescription The corporate identity of the Eurovision Song Contest 2017 in Kyiv was based on the motto “Celebrate Diversity”. This contest invites participants from all European countries and beyond to gather in a celebration of cultural similarities and differences through enjoying great music. Searching for a symbol that represents both Ukrainian culture and the mission of the contest lead us to idea of reinventing traditional Ukrainian necklace. It became a basis of the visual identity. Following the idea of “Uniting Europe, bead by bead”, the individual beads of the necklace symbolise both the participating artists and the countries, with each bead being as individual as the entire necklace itself. Bead for bead, they feature a unique appearance based on stripes, stars, crosses or dots in different sizes, and yet they are unmistakable as belonging together and forming a unity. It offered a wide range of applications in analogue and digital media.