It's OK. One Obsession|微电影|广告营销案例【ADGuider广告指南】

没关系。一种痴迷

案例简介：为什么这项工作与娱乐狮子音乐相关？不是每天都有体育品牌写一首歌或创作一段音乐视频。然而，看起来不自然的契合吸引了公众的想象力。这部电影没有美化胜利，而是把挫折视为英雄。使大牌运动员人性化，为我们其他人辩护。奥克利明白通往成功的道路是漫长的，来之不易的，充满了牺牲。这是他们对追求你激情的所有陷阱的颂歌。这首浩浩荡荡的原创歌曲令人激动，画面真的令人惊讶。最终的结果超越了典型的体育内容，既史诗又温柔。背景奥克利一直有一个职业运动的家。我们的挑战是将奥克利与日常运动员重新联系起来。 “承诺” 不知疲倦地坚持下去，以他们运动的名义把其他一切都抛在一边。我们的目标是承认这种牺牲，以英雄的名义，告诉人们这是以痴迷的名义是可以的。描述创意没关系，从宣言开始生活，然后有一天 -- 我们不知道为什么 -- 有人刚刚开始在办公室唱这首歌。从那一刻起，它就是一首歌的歌词。我们出发去寻找这个声音. 进入克里斯特尔 · 沃伦，一个总部设在巴黎的美国歌手。她给我们发了一个她在手机上唱的演示，她称之为 “淡紫色的时刻”。我们被卖了。从那里，我们决定制作一个音乐视频。冒险已经开始了。描述策略追求你的运动不是童话。这是艰苦的工作，血，汗和泪。这是牺牲。如果没有一个大的赞助商交易，那就更难了。有些东西必须给予; 你的工作，你的个人生活，你的睡眠。我们和真正的运动员交谈，他们告诉我们他们的战争故事。我们为他们写了这首歌，这是对他们痴迷的颂歌。我们说 '我们看见你' 的方式。描述执行 5 名奥运运动员 48 名日常运动员 10 个体育学科 13 天的拍摄 3 大洲 39 小时的灯芯草 24 卷 8毫米薄膜 10 米深: 最低投篮 4200 米以上: 最高投篮 1 鼻子断了 1 膝盖骨折 1 心脏病…… 没什么! 1 首原创歌曲 28 piece orchestra to record it 200 人参与制作内容 150 件我们在同一天在 YouTube，Facebook 和 Instagram 上发布了全球发布，并对回应感到谦卑。描述结果 “没关系” 已经积累了超过 4000万个在线视频视图，并推动了专业运动员和日常运动员之间的对话-通过他们旅程的真实时刻进行连接。为原声配乐写的歌词在观众中引起了高度共鸣，奥克利后来在 Spotify 上发布了这首歌。这部电影通过 1.03亿多次社交互动，以及各种国际数字和印刷出版物的头条新闻在网上掀起了轩然大波。

没关系。一种痴迷

案例简介：Why is this work relevant for Entertainment Lions for Music? It’s not everyday that a sports brand writes a song or creates a music video. Yet what might seem like an unnatural fit has captured the public imagination. Instead of glorifying triumph, the film heroes the setbacks. Humanising big name athletes and vindicating the rest of us. Oakley understands that the road to success is long, hard-won and riddled with sacrifice. This is their ode to all the pitfalls of pursuing your passion. The sweeping original song is stirring and the images are genuinely surprising. The final result transcends typical sports content with something that is both epic and tender. Background Oakley has always had a home in professional athleticism. Our challenge was to reconnect Oakley with everyday athletes. Tirelessly plugging away, the ‘committed’ put everything else to the wayside in the name of their sport. Our objective was to acknowledge this sacrifice, to hero it, to tell people that it’s OK in the name of obsession. Describe the creative idea It’s OK began life as a manifesto, and then one day - we don’t know why - someone just started singing it in the office. From that moment on, it was the lyrics to a song. We set out on a quest to find the voice. Enter Krystle Warren, a Paris based American crooner. She sent us a demo that she’d sung into her phone, which she described as “a mauve moment”. We were sold. From there, we decided to make a music video. The adventure had begun. Describe the strategy Pursuing your sport is no fairytale. It’s hard work, blood, sweat and tears. It’s sacrifice. Without a big sponsor deal it can be even harder. Something’s gotta give; your work, your personal life, your sleep-ins. We talked to real athletes who told us their war stories. We wrote the song for them, an ode to their obsession. Our way of saying ‘we see you’. Describe the execution 5 Olympic athletes 48 everyday athletes 10 sports disciplines 13 days of shooting 3 continents 39 hours of rushes 24 rolls of 8mm film 10m deep: lowest shot 4200m up: highest shot 1 broken nose 1 broken knee 1 heart attack…no shit! 1 original song composed 28 piece orchestra to record it 200 people involved 150 pieces of content produced We released globally on YouTube, Facebook and Instagram on the same day and were humbled by the response. Describe the outcome It’s OK has amassed over 40 million online video views, and fuelled dialogue amongst professional and everyday athletes alike – connecting through the real moments of their journey. The lyrics written for the original soundtrack resonated so highly with audiences, Oakley later released the song on Spotify. The film made waves online with over 103 million social interactions, plus headlines across a variety of international digital and print publications.