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案例简介：Absolut和BBH新加坡推出全球竞选活动，由女演员Tessa Thompson、C-Pop明星蔡依林、职业玩家Ricki Ortiz和音乐人MNEK主演 2020年11月10日: 推出他们的新品牌平台 “它在我们的精神”，Absolut推出了一项新的重大全球活动，期待着 # 一起再次安全的时刻，并提醒Z世代和千禧一代，无论你在网上有多受欢迎，没有什么可以取代真正的人际关系。 这项雄心勃勃的绝对全球活动，由BBH Singapore创建，有四位不同背景的人才，他们都支持开放和诚实的对话: 美国女演员Tessa Thompson，MNEK，英国音乐家，网络游戏明星Ricki Ortiz，和台湾歌手蔡依林。在谈到Absolut的真相时，他们每个人都是变革的制定者和他们所在社区的直言不讳的代表。 这项庞大的多媒体活动以大量的社交和在线内容为特色，包括一部两分钟的电影，将动画与真人混合在一起。这是一个由4个主角组成的故事，他们是自己虚拟世界的主人，在外面寻找更有意义的东西。因此，他们决定从虚拟中脱颖而出 -- 因为无论你收集了多少追随者或心灵，没有什么能弥补现实生活中的团结。 绝对公司的首席创意官塔德 · 格雷德说: “这个新的活动标志着绝对品牌的新篇章的开始。自由突破的愿望和需要-冒险超越屏幕回到现实世界，在那里现实生活的团结创造了终极和最亲密的连接-现在我们所有人，但特别是在Z世代。凭借其惊人的新鲜和原始的视觉外观和 “它在我们的精神” 主题，BBH新加坡的作品将绝对品牌定位为与时代真正契合。“ 这部电影是通过大奖赛获奖的动画二人组和Psyop，Todd和Kylie的合作伙伴的鼓舞人心的愿景而变得栩栩如生。BBH还与Stink和The Marketing Arm (TMA) 合作，他们在采购和承包所有人才方面发挥了重要作用，并授权了这部电影的音乐曲目-丹麦乐队Efterklang的 “今日梦想” (Dreams Today)。 “绝对是一个大胆的创意品牌。与一些世界上最好的艺术家合作有着悠久而自豪的遗产，创造力是我们是谁和我们所做的事情的核心。这就是为什么创意创新、工艺和以最有力的方式将伟大的想法带入生活所需的创意创新、工艺和精细平衡行动是我们的重点。”品牌创意负责人新浪 · 纽布兰特 (Sina Neubrant) 表示。“在多个时区远程管理如此复杂的生产是具有挑战性的，但我们都为成品感到非常自豪。” BBH创意总监Nikhil Panjwani & Gaston Soto说: “在卧室墙上贴着绝对海报长大后，重新推出这个标志性品牌的机会是梦想成真。# TogatherIRL的新平台与超连接但断开的Z世代感觉高度相关。在这样的时代，它让我们真正认识到简单事情的重要性，比如与朋友分享一杯饮料。“ TMA高级副总裁米克 · 卡特 (Mick Carter) 表示: “与那些将他们的营销资金抛在其理念背后的品牌合作总是一件令人高兴的事情。几十年来，绝对一直支持多样性，这场运动保持在这种脉络。TMA很自豪能够成为该活动在多个市场和如此突出的人才聚集在一起的关键部分。“ 本周，该活动在英国、中国、德国、意大利、西班牙、瑞典、爱尔兰、荷兰、罗马尼亚、泰国、摩洛哥、塞尔维亚、香港和南非展开了一个交错的启动。明年，这项运动将向巴西、墨西哥、韩国、波斯湾、SSA、智利、希腊、克罗地亚、拉脱维亚和哥伦比亚展开。
资产
案例简介：Absolut and BBH Singapore launch global campaign starring actress Tessa Thompson, C-Pop star Jolin Tsai, pro gamer Ricki Ortiz and musician MNEK 10th November 2020: Introducing their new brand platform “It’s In Our Spirit”, Absolut has launched a major new global campaign that looks forward to a time when being #togetherIRL is safe again and reminds Gen Z and millennials that no matter how popular you are online, nothing can replace real human connections. The ambitious Absolut global campaign, created by BBH Singapore, features four talents of diverse backgrounds who all champion open and honest conversation: Tessa Thompson, American actress, MNEK, British musician, Ricki Ortiz, online gaming star, and Jolin Tsai, Taiwanese singer. Speaking to Absolut’s truth, each of them are change-makers and outspoken representatives of their communities. The mammoth multimedia campaign features a vast swathe of social and online content, including a two-minute film that mixes animation with live action. It’s a story of 4 protagonists who are masters of their own virtual worlds, looking for something more meaningful outside. So they decide to break out from virtuality - because no matter how many followers or hearts you collect, nothing can make up for real-life togetherness. Tad Greenough, Chief Creative Officer at The Absolut Company, said "This new campaign marks the beginning of a new chapter for the Absolut brand. The desire and need to break free - to venture beyond the screen back into the real world, where real-life togetherness creates the ultimate and most intimate connectivity - is in all of us now, but especially in Gen Z. With its strikingly fresh and original visual look and the ‘It’s In Our Spirit’ theme, BBH Singapore's work positions the Absolut brand as being truly at one with the times." The film was brought to life through the inspiring vision of the Grand-Prix winning animation duo and partners at Psyop, Todd and Kylie. BBH also worked with Stink and The Marketing Arm (TMA) on the campaign who were instrumental in procuring and contracting all of the talent, as well as licensing the music track for the film - Dreams Today by Efterklang, a Danish band. “Absolut is a bold creative brand. With a long and proud heritage of working with some of the world’s best artists, creativity is central to who we are and what we do. This is why creative innovation, craft and the fine balancing act needed to bring great ideas to life in the most powerful way were key priorities for us." said Sina Neubrandt, Head of Brand Creative. "Managing such a complex production remotely across multiple time zones was challenging, but we are all very proud of the finished product." BBH Creative Directors Nikhil Panjwani & Gaston Soto said, “Having grown up with Absolut posters on our bedroom walls, the opportunity to relaunch this iconic brand is a dream come true. The new platform of #togetherIRL feels highly relatable with a hyper-connected, yet disconnected Gen Z. And in times like these, it makes us truly appreciate the importance of simple things, like sharing a drink with a friend.” TMA Senior Vice President Mick Carter, said “Working with brands that put their marketing dollars behind their philosophy is always a pleasure. Absolut has championed diversity for decades and this campaign stays in that vein. TMA are proud to have been a key part of bringing the campaign together across multiple markets and with such stand-out talent.” The campaign kicks off this week with a staggered launch across the UK, China, Germany, Italy, Spain, Sweden, Ireland, Netherlands, Romania, Thailand, Morocco, Serbia, Hong Kong and South Africa. Next year, the campaign will roll out to Brazil, Mexico, South Korea, the Persian Gulf, SSA, Chile, Greece, Croatia, Latvia and Colombia.
Assets
案例简介：Absolut和BBH新加坡推出全球竞选活动，由女演员Tessa Thompson、C-Pop明星蔡依林、职业玩家Ricki Ortiz和音乐人MNEK主演 2020年11月10日: 推出他们的新品牌平台 “它在我们的精神”，Absolut推出了一项新的重大全球活动，期待着 # 一起再次安全的时刻，并提醒Z世代和千禧一代，无论你在网上有多受欢迎，没有什么可以取代真正的人际关系。 这项雄心勃勃的绝对全球活动，由BBH Singapore创建，有四位不同背景的人才，他们都支持开放和诚实的对话: 美国女演员Tessa Thompson，MNEK，英国音乐家，网络游戏明星Ricki Ortiz，和台湾歌手蔡依林。在谈到Absolut的真相时，他们每个人都是变革的制定者和他们所在社区的直言不讳的代表。 这项庞大的多媒体活动以大量的社交和在线内容为特色，包括一部两分钟的电影，将动画与真人混合在一起。这是一个由4个主角组成的故事，他们是自己虚拟世界的主人，在外面寻找更有意义的东西。因此，他们决定从虚拟中脱颖而出 -- 因为无论你收集了多少追随者或心灵，没有什么能弥补现实生活中的团结。 绝对公司的首席创意官塔德 · 格雷德说: “这个新的活动标志着绝对品牌的新篇章的开始。自由突破的愿望和需要-冒险超越屏幕回到现实世界，在那里现实生活的团结创造了终极和最亲密的连接-现在我们所有人，但特别是在Z世代。凭借其惊人的新鲜和原始的视觉外观和 “它在我们的精神” 主题，BBH新加坡的作品将绝对品牌定位为与时代真正契合。“ 这部电影是通过大奖赛获奖的动画二人组和Psyop，Todd和Kylie的合作伙伴的鼓舞人心的愿景而变得栩栩如生。BBH还与Stink和The Marketing Arm (TMA) 合作，他们在采购和承包所有人才方面发挥了重要作用，并授权了这部电影的音乐曲目-丹麦乐队Efterklang的 “今日梦想” (Dreams Today)。 “绝对是一个大胆的创意品牌。与一些世界上最好的艺术家合作有着悠久而自豪的遗产，创造力是我们是谁和我们所做的事情的核心。这就是为什么创意创新、工艺和以最有力的方式将伟大的想法带入生活所需的创意创新、工艺和精细平衡行动是我们的重点。”品牌创意负责人新浪 · 纽布兰特 (Sina Neubrant) 表示。“在多个时区远程管理如此复杂的生产是具有挑战性的，但我们都为成品感到非常自豪。” BBH创意总监Nikhil Panjwani & Gaston Soto说: “在卧室墙上贴着绝对海报长大后，重新推出这个标志性品牌的机会是梦想成真。# TogatherIRL的新平台与超连接但断开的Z世代感觉高度相关。在这样的时代，它让我们真正认识到简单事情的重要性，比如与朋友分享一杯饮料。“ TMA高级副总裁米克 · 卡特 (Mick Carter) 表示: “与那些将他们的营销资金抛在其理念背后的品牌合作总是一件令人高兴的事情。几十年来，绝对一直支持多样性，这场运动保持在这种脉络。TMA很自豪能够成为该活动在多个市场和如此突出的人才聚集在一起的关键部分。“ 本周，该活动在英国、中国、德国、意大利、西班牙、瑞典、爱尔兰、荷兰、罗马尼亚、泰国、摩洛哥、塞尔维亚、香港和南非展开了一个交错的启动。明年，这项运动将向巴西、墨西哥、韩国、波斯湾、SSA、智利、希腊、克罗地亚、拉脱维亚和哥伦比亚展开。
Assets
案例简介：Absolut and BBH Singapore launch global campaign starring actress Tessa Thompson, C-Pop star Jolin Tsai, pro gamer Ricki Ortiz and musician MNEK 10th November 2020: Introducing their new brand platform “It’s In Our Spirit”, Absolut has launched a major new global campaign that looks forward to a time when being #togetherIRL is safe again and reminds Gen Z and millennials that no matter how popular you are online, nothing can replace real human connections. The ambitious Absolut global campaign, created by BBH Singapore, features four talents of diverse backgrounds who all champion open and honest conversation: Tessa Thompson, American actress, MNEK, British musician, Ricki Ortiz, online gaming star, and Jolin Tsai, Taiwanese singer. Speaking to Absolut’s truth, each of them are change-makers and outspoken representatives of their communities. The mammoth multimedia campaign features a vast swathe of social and online content, including a two-minute film that mixes animation with live action. It’s a story of 4 protagonists who are masters of their own virtual worlds, looking for something more meaningful outside. So they decide to break out from virtuality - because no matter how many followers or hearts you collect, nothing can make up for real-life togetherness. Tad Greenough, Chief Creative Officer at The Absolut Company, said "This new campaign marks the beginning of a new chapter for the Absolut brand. The desire and need to break free - to venture beyond the screen back into the real world, where real-life togetherness creates the ultimate and most intimate connectivity - is in all of us now, but especially in Gen Z. With its strikingly fresh and original visual look and the ‘It’s In Our Spirit’ theme, BBH Singapore's work positions the Absolut brand as being truly at one with the times." The film was brought to life through the inspiring vision of the Grand-Prix winning animation duo and partners at Psyop, Todd and Kylie. BBH also worked with Stink and The Marketing Arm (TMA) on the campaign who were instrumental in procuring and contracting all of the talent, as well as licensing the music track for the film - Dreams Today by Efterklang, a Danish band. “Absolut is a bold creative brand. With a long and proud heritage of working with some of the world’s best artists, creativity is central to who we are and what we do. This is why creative innovation, craft and the fine balancing act needed to bring great ideas to life in the most powerful way were key priorities for us." said Sina Neubrandt, Head of Brand Creative. "Managing such a complex production remotely across multiple time zones was challenging, but we are all very proud of the finished product." BBH Creative Directors Nikhil Panjwani & Gaston Soto said, “Having grown up with Absolut posters on our bedroom walls, the opportunity to relaunch this iconic brand is a dream come true. The new platform of #togetherIRL feels highly relatable with a hyper-connected, yet disconnected Gen Z. And in times like these, it makes us truly appreciate the importance of simple things, like sharing a drink with a friend.” TMA Senior Vice President Mick Carter, said “Working with brands that put their marketing dollars behind their philosophy is always a pleasure. Absolut has championed diversity for decades and this campaign stays in that vein. TMA are proud to have been a key part of bringing the campaign together across multiple markets and with such stand-out talent.” The campaign kicks off this week with a staggered launch across the UK, China, Germany, Italy, Spain, Sweden, Ireland, Netherlands, Romania, Thailand, Morocco, Serbia, Hong Kong and South Africa. Next year, the campaign will roll out to Brazil, Mexico, South Korea, the Persian Gulf, SSA, Chile, Greece, Croatia, Latvia and Colombia.
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