Made Defiant: The Mixtape|海报/平面|广告营销案例【ADGuider广告指南】

挑衅: 混音带

案例简介：为什么这项工作与体育娱乐狮子相关？没有比俄罗斯的足球比赛更重要的舞台2018年了。Beats并没有忽略东道国的挑战和看法，而是接受了对俄罗斯的不可否认的蔑视，将他们的态度变成了一部叙事电影，打破了每个人对世界杯电影的外观，声音和感觉的期望。描述创意混音带不仅是录制在录音带上的随机歌曲，而且是讲故事的艺术形式。他们通过结合流派和格式来传达信息，用声音绘制图片。作为一个音乐品牌，我们想尝试一部以混音带的方式讲述故事的电影。我们挑战导演盖伊·里奇 (Guy Ritchie) 将我们的想法付诸实践。结果是精心编织的故事挂毯，将哈里·凯恩 (Harry Kane)，梅苏特·厄齐尔 (Mesut Ozil)，本杰明·门迪 (Benjamin Mendy)，帕特里斯·埃夫拉 (Patrice Evra)，塞雷娜·威廉姆斯 (Serena Williams)，蒂埃里·亨利 (Thierry Henry) 和内马尔 (Neymar Jr) 之类的故事交织在一起，以挑衅的年轻俄罗斯足球运动员的理想故事结束，即将成为世界下一件大事。从声音上讲，这部电影是使用艺术家盛宴 (安德森·帕克 (Anderson Paak) 到恩雅 (Enya) 的曲目进行评分的，并补充了将35毫米电影，数字，移动，动画和Super 8混合成令人意想不到的东西-就像您最喜欢的混音带一样。描述策略要讲述反抗的故事，必须建立障碍和范式。在2018足球比赛中，大多数球迷选择了一方或支持一种流行的叙述: 英格兰会吵架。德国或巴西会赢。俄罗斯是一个不太值得的东道主。所有这些都是基于对过去的预测。如果反抗的力量有一件事是正确的，那就是它有能力改变赔率。在今年的锦标赛中，我们希望人们忘记他们已经知道的东西。因为有了反抗，一切皆有可能。夏季2018也标志着Beats成立10周年。这是庆祝我们过去并期待我们未来的完美时刻。我们使用里程碑和世界杯来展示我们的品牌，我们的产品和我们的运动员是如何不同的。他们变得挑衅。描述执行情况继屡获殊荣的HBO纪录片《反抗者》之后，Beats内部创意团队开发了一个2018的全球足球锦标赛剧本，描绘了成为反抗者的意义。在制作方面，Beats与他这一代最挑衅的导演之一盖伊·里奇 (Guy Ritchie) 合作，在两周内拍摄了四个国家。运动在比赛开始前两周启动，一直持续到法国在7月的最后一场比赛中跳舞。这部电影是真正有针对性的讲故事，在四个星期内获得了2600万的观看次数，并具有强劲而持续的竞选表现。Beats有55个ATL位置，产生338M的印象。为16支最大的球队设计了创纪录数量的定制耳机，成为顶级球员的 “非官方” 耳机，并在全球媒体和电视上亮相，收入达155万，社会达460万。进行了真正的全球生产工作，以确保内容针对平台进行了优化，并针对关键市场进行了本地化。描述结果我们的2018足球锦标赛活动超过了所有内部绩效指标目标。我们的电影被观看了6600万多次，这场运动取得了4.6亿的社会影响力。我们的故事依赖于赢得的媒体，最大限度地发挥影响力。没看到它的人都想搜索它。每个看到它的人都想分享。获得的媒体覆盖范围超过1.15亿。然而，这场运动的最大影响超出了数字。这个故事对足球文化产生了真正的影响。全世界的球迷都看到了年轻的安德烈 (Andrei) 和他的足球英雄的胜利，他们的叙述以反抗的精神团结在一起。许多品牌都以无休止的方式完成了足球比赛的故事，但是Beats和Ritchie创造了一个非常规的，意想不到的故事，成为围绕品牌和运动员的真实对话。对音乐在我们都喜欢的游戏中扮演的角色的难忘致敬。

挑衅: 混音带

案例简介：Why is this work relevant for Entertainment Lions for Sport? There’s was no greater stage in 2018 than the football tournament in Russia. Rather than ignore the challenges and perceptions of the host country, Beats embraced the undeniable defiance of Russia, spinning their attitude into a narrative film that smashed everyone’s expectations of what a World Cup film should look like, sound like, and feel like. Describe the creative idea Mixtapes weren’t just random songs recorded onto cassettes, it was a storytelling artform. They painted pictures with sound by combining genres and formats to drive home a message. As a music brand, we wanted to experiment with a film that tells a story the way a mixtape does. We challenged director Guy Ritchie to bring our idea to life. The result is a masterfully woven tapestry of stories, threading together the likes of Harry Kane, Mesut Ozil, Benjamin Mendy, Patrice Evra, Serena Williams, Thierry Henry, and Neymar Jr, book-ended by the aspirational story of a defiant young Russian footballer, on the verge of becoming the world’s next big thing. Sonically, the film is scored using tracks from a feast of artists - Anderson Paak to Enya - with complementing footage mixing 35mm film, digital, mobile, animation and Super 8 into something delightfully unexpected - just like your favorite mixtapes. Describe the strategy To tell the story of defiance, the obstacles and paradigm must be established. In the 2018 football tournament, most fans picked a side or supported a popular narrative: England would brawl. That Germany or Brazil would win. That Russia was a less than worthy host. All were based on predictions of the past. And if there’s one thing that’s true about the power of defiance, it’s that it has the ability to change the odds. During this year’s tournament, we wanted people to forget what they already know. Because with defiance, anything becomes possible. Summer 2018 also marked the 10 year anniversary of Beats. This was the perfect moment to celebrate our past and look forward to our future. We used the milestone and the World Cup to show how our brand, our products and our athletes are made differently. They are MADE DEFIANT. Describe the execution Following the award-winning HBO documentary 'The Defiant Ones', Beats in-house creative team developed a 2018 global football tournament script depicting the meaning of being Made Defiant. For production, Beats collaborated with one of the most defiant directors of his generation, Guy Ritchie, shooting across four countries in two weeks. Campaign launched two weeks before the tournament began, running until France danced through the final game in July. The film was truly targeted storytelling, resulting in 26M views in four weeks, with strong, sustained campaign performance. Beats had 55 ATL placements, generating 338M impressions. A record number of custom headphones were designed for 16 of the biggest teams, becoming the "unofficial" headphones of top players, and were featured in press and TV globally with earned reach of 155M, social reach of 460M. A truly global production effort was made to ensure content was optimized for platforms and localized for key markets. Describe the outcome Our 2018 football tournament campaign surpassed all internal performance metrics goals. Our film was viewed over 66 million times and the campaign achieved social reach of 460 million. Our story leaned into earned media, maximizing it's reach. Whoever hadn't seen it wanted to search for it. Everyone who saw it wanted to share. Earned media reach exceeded 115 million. However, the biggest impact of the campaign went beyond the numbers. The story had a real impact on football culture. Fans across the world saw the triumph of young Andrei and his football heroes, their narratives united by a spirit of defiance. Football tournament stories have been done by many brands in endless ways, but Beats and Ritchie created an unconventional, unexpected story that became a real conversation around the brand and the athletes. A memorable tribute to the role that music plays in the game that we all love.