Historical becomes hysterical|海报/平面|广告营销案例【ADGuider广告指南】

历史变得歇斯底里

案例简介：Parc Broekhuizen 是一个严肃的概念，提供一个视觉和烹饪的发现之旅，发生在一个真实的乡村庄园。多年来，该庄园拥有各种功能和居民，包括曾经是富商科内利斯 · 1月 · 范 · 内里斯泰恩的家，他于 1832年在那里去世。Parc Broekhuizen 是这一切聚集在一起的地方: 一个鼓舞人心的环境，一个美丽的历史，最重要的是, 由顶级厨师 Marco Westmaas 协调，为所有渴望高品质创新美食的人提供非凡的烹饪体验。该庄园提供两家餐馆、一家酒店、公司活动的空间，毫无疑问，是一个更好的派对品牌的完美场所。战略和创意机构菲茨罗伊被要求考虑所有必要元素的定位、身份和翻译，以使 Parc Broekhuizen 获得成功。庄园上的建筑有一种历史的感觉，但是所有这些宏伟的建筑也可能令人生畏。因此，菲茨罗伊想要一种更轻松的沟通方式，以便 Parc Broekhuizen 扩大其吸引力，也包括更年轻的人群。不是发疯，而是把历史元素变成歇斯底里的东西。庄园收藏了 1780 代威廉 · 约瑟夫 · 拉古画的五幅令人印象深刻的艺术作品。这些描绘伏尔泰悲剧的绘画现在构成了所有 Parc Broekhuizen 交流的基础。上述艺术品中的一些主要人物现在在 Parc Broekhuizen 的交流中扮演着重要角色。他们发现自己被安置在一个新的环境中，并通过在线幽默获得了社交升级。这些新的 “艺术品” 可以在整个庄园中找到，包括菜单、啤酒、便签本，作为礼物, 但也是建筑内部的一部分 (由室内建筑师朱迪思 · 范 · 穆里克设计)。卡南迪安 gif-艺术家詹姆斯 · 克尔被菲茨罗伊邀请帮助创作这些歇斯底里的场景。Parc Broekhuizen 的交流也激发了它自己字体的创作。

历史变得歇斯底里

案例简介：Parc Broekhuizen is a no-nonsense concept offering a visual and culinary journey of discovery taking place in the grounds of an authentic country estate. The estate has had various functions and residents over the years, including once being home to wealthy merchant Cornelis Jan van Nellesteyn, who died there in 1832. Parc Broekhuizen is where it all comes together: an inspirational setting, a beautiful history and, above all, a remarkable culinary experience – coordinated by top chef Marco Westmaas – for all who hunger for high-quality innovative cuisine. The estate offers two restaurants, a hotel, room for corporate events and is, undoubtedly, the perfect setting for a better brand of party. Strategic and creative agency Fitzroy was asked to think about the positioning, identity and translation of all necessary elements to make Parc Broekhuizen a success. The buildings on the estate have a historical feel, but all this grandeur can be intimidating too. So Fitzroy wanted a more light-hearted approach to communication in order for Parc Broekhuizen to broaden its appeal to also include a younger crowd. Not by going crazy, but by turning historical elements into something hysterical. The estate houses five impressive works of art painted by Willem Joseph Laguy in the 1780s. These paintings, which depict Voltaire’s tragedies, now form the basis for all Parc Broekhuizen communication. A number of leading figures from the aforementioned artworks now play leading roles in Parc Broekhuizen’s communication. They find themselves placed in a new setting and have been given a social upgrade with a dose of online humour. These new “pieces of art” can be found throughout the estate including on menus, beermats, memo pads, as gifs, but also as part of the buildings’ interiors (designed by interior architect Judith van Mourik). Canandian gif-artist James Kerr was invited by Fitzroy to help with the creation of these hysterical situations. Parc Broekhuizen’s communication has also inspired the creation of its very own font.