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大师
案例简介：EntrySummary 简报是为大师汉堡发起一场运动，目的是提高我们餐馆对该产品的认识和销售。品牌目标是通过在产品类别中引入新的溢价来提高麦当劳的质量感知。然而，这次 Maestro Burger 活动是该品牌新的总体活动战略下的第一次官方活动: “永远为美好时光开放”。我们的新品牌方向也要求新的，？更积极和自发？品牌行为。广告少，行为多。更少的虚构，更真实。这就是为什么我们决定做一些稍微不同的事情来证明我们 “总是对美好时光开放”。我还说美味的 Maestro 汉堡不仅仅是对味蕾的兴奋; 它关乎整个餐厅的体验。 简要解释 这部电影以一个令人印象深刻的移动生产卡车的工作人员开始。所有的摄像机都集中在麦当劳餐厅和合唱团的现场管弦乐队。令人兴奋的事情即将发生。一个谦逊的女孩走进麦当劳，伴随着管弦乐队的第一声声调 (藏在街上)。她正在被几个隐藏的摄像机拍摄。当她点了一个大师汉堡时，餐厅的扬声器里响起了管弦乐队的音乐。她很惊讶。这都是关于她的。在电影的整个过程中，我们看到隐藏的摄像机是如何在这段难忘的经历中跟踪不同的客人的。他们所有的动作都由管弦乐队和合唱团现场表演。当客人越来越接近吃第一口大师汉堡时，音乐就开始了。所有这些都是为了增加通往史诗高潮的势头: 大师汉堡的第一口!真实的反应是无价的。
大师
案例简介：EntrySummary The brief was to create a campaign for the Maestro burger, with the objectives to increase awareness and sales for the product in our restaurants. The brand objective was to increase perception in quality of McDonald’s by introducing new premiums to the product category. However, this Maestro Burger campaign was the first official campaign under the new, overarching campaign strategy for the brand: ‘Always Open for Good Times.’ Our new brand direction also called for new, ? more active and spontaneous ? brand behavior. Less ads, more acts. Less fiction, more realness. That’s why we decided to do something a little different to demonstrate that we are ‘Always Open for Good Times.’ Whilst also communicating that the delicious Maestro burger is about much more than excitement for your taste buds; it is about the whole restaurant experience. BriefExplanation The film opens with a crew in an impressive mobile production truck. All cameras are focused on a McDonald’s restaurant and a live orchestra with choir. Something exciting is about to happen. An unassuming girl enters the McDonald’s, accompanied by the first tones of the orchestra (hidden down the street). She is being filmed by several hidden cameras. As she orders a Maestro burger, the orchestra music bursts from the speakers in the restaurant. She’s surprised. This is all about her. Over the course of the film, we see how the hidden cameras follow different guests throughout this memorable experience. All their movements are live accompanied by an orchestra and choir. As the guests get closer to taking that first bite of the Maestro burger, the music builds up. All to increase that momentum toward that epic climax: the first bite in the Maestro burger! The authentic reactions are priceless.
The Maestro
案例简介：EntrySummary 简报是为大师汉堡发起一场运动，目的是提高我们餐馆对该产品的认识和销售。品牌目标是通过在产品类别中引入新的溢价来提高麦当劳的质量感知。然而，这次 Maestro Burger 活动是该品牌新的总体活动战略下的第一次官方活动: “永远为美好时光开放”。我们的新品牌方向也要求新的，？更积极和自发？品牌行为。广告少，行为多。更少的虚构，更真实。这就是为什么我们决定做一些稍微不同的事情来证明我们 “总是对美好时光开放”。我还说美味的 Maestro 汉堡不仅仅是对味蕾的兴奋; 它关乎整个餐厅的体验。 简要解释 这部电影以一个令人印象深刻的移动生产卡车的工作人员开始。所有的摄像机都集中在麦当劳餐厅和合唱团的现场管弦乐队。令人兴奋的事情即将发生。一个谦逊的女孩走进麦当劳，伴随着管弦乐队的第一声声调 (藏在街上)。她正在被几个隐藏的摄像机拍摄。当她点了一个大师汉堡时，餐厅的扬声器里响起了管弦乐队的音乐。她很惊讶。这都是关于她的。在电影的整个过程中，我们看到隐藏的摄像机是如何在这段难忘的经历中跟踪不同的客人的。他们所有的动作都由管弦乐队和合唱团现场表演。当客人越来越接近吃第一口大师汉堡时，音乐就开始了。所有这些都是为了增加通往史诗高潮的势头: 大师汉堡的第一口!真实的反应是无价的。
The Maestro
案例简介：EntrySummary The brief was to create a campaign for the Maestro burger, with the objectives to increase awareness and sales for the product in our restaurants. The brand objective was to increase perception in quality of McDonald’s by introducing new premiums to the product category. However, this Maestro Burger campaign was the first official campaign under the new, overarching campaign strategy for the brand: ‘Always Open for Good Times.’ Our new brand direction also called for new, ? more active and spontaneous ? brand behavior. Less ads, more acts. Less fiction, more realness. That’s why we decided to do something a little different to demonstrate that we are ‘Always Open for Good Times.’ Whilst also communicating that the delicious Maestro burger is about much more than excitement for your taste buds; it is about the whole restaurant experience. BriefExplanation The film opens with a crew in an impressive mobile production truck. All cameras are focused on a McDonald’s restaurant and a live orchestra with choir. Something exciting is about to happen. An unassuming girl enters the McDonald’s, accompanied by the first tones of the orchestra (hidden down the street). She is being filmed by several hidden cameras. As she orders a Maestro burger, the orchestra music bursts from the speakers in the restaurant. She’s surprised. This is all about her. Over the course of the film, we see how the hidden cameras follow different guests throughout this memorable experience. All their movements are live accompanied by an orchestra and choir. As the guests get closer to taking that first bite of the Maestro burger, the music builds up. All to increase that momentum toward that epic climax: the first bite in the Maestro burger! The authentic reactions are priceless.
大师
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The Maestro
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