Christie's - The Last da Vinci|海报/平面|广告营销案例【ADGuider广告指南】

佳士得-最后的达芬奇

案例简介：EntrySummary 这部电影的主题是一幅具有难以置信意义的画。只有莱昂纳多 · 达·芬奇的一位萨尔瓦多人存在。这是主人私人手中最后的作品。然而，我们选择不展示它。有了如此重要和美丽的东西，很难在没有体验的情况下传达重力和敬畏。分享公众的反应让我们能够为潜在的竞标者增加价值，因为他们看到了世界迎接这一杰作的奇迹和愿望。我们知道买家会关注周围的媒体，所以，通过在公众视野中提升这幅画, 我们可以表明，世界也在关注 -- 增加了这幅画的可取性，并在拍卖前将其价值飙升。这部电影的长度正好是 4:14，是指在达芬奇的描绘中描述基督的圣经经文。简要解释《最后的达·芬奇》是莱昂纳多 · 达·芬奇作品中的人物形象的感人视频。这部隐藏的相机电影展示了所有前来公开展示《失落的杰作》的人的真实生活反应。在神圣的光线中，每个观众都被精心地装裱成莱昂纳多对基督的描绘，反映了他们正在观看的艺术品。这一反应创造了一部情感电影 -- 一部关于敬畏、钦佩、喜悦、崇敬、悲伤和美丽的故事 -- 在公开拍卖前，人们凝视着最后一个私人拥有的达芬奇。设置为与观众的情感和表情完美匹配的轨道，随着音乐的激荡，面孔也是如此。这部电影从未展示过这幅画本身。相反，它只展示了作品对观众的影响，让在场的人成为电影的核心，让他们的情感反应成为声音。

佳士得-最后的达芬奇

案例简介：EntrySummary The subject of this film is a painting of incredible significance. Only one Salvator Mundi by Leonardo da Vinci exists. And this is the last of the master’s work in private hands. Yet, we opted not to show it. With something of this importance and beauty, it’s hard to communicate the gravity and awe without experiencing it. Sharing the reactions of the general public allowed us to add value for prospective bidders as they saw the wonder and desire with which the world greeted the masterpiece. We knew that buyers would be watching the surrounding press, so, by elevating the painting in the public view, we could show that the world was watching too—increasing the painting’s desirability and sending its value skyward in the lead up to the auction. The film is exactly 4:14 in length as reference to the biblical scripture that describes Christ in da Vinci’s depiction. BriefExplanation “The Last da Vinci” is a moving video portrait of people from the eyes of Leonardo da Vinci’s Salvator Mundi painting. The hidden-camera film shows the real-life reactions of all who came to see the lost masterpiece on public display. Painted in divine light, each viewer is delicately framed like Leonardo’s depiction of Christ, mirroring the very artwork they are viewing. The response creates an emotional film—a story of awe, admiration, joy, reverence, sadness and beauty—as people gaze upon the last privately owned da Vinci before its public auction. Set to a track which perfectly matches the emotion and expressions of viewers, as the music stirs, so do the faces. The film never shows the painting itself. Instead, it only showcases the affect the work has on viewers, making the people in its presence the centerpiece of the film and their emotional response the voice.