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屠夫
案例简介：在他们最新的商业大众加拿大暂停两个捷达，约 3,000 磅，在一个历史悠久的多伦多稳定。 如果你可以在日常生活中买一辆新车呢？这是在大众的最新位置想象的场景，以促进大众品牌及其最容易获得的车型捷达的可负担性。 本月开始播出的《屠夫》开场时，一名妇女在传统食品市场订购了四份沙朗牛排。然后她问，“捷达有多新鲜？” 就像她在考虑烤羊肉或羊排时一样。相机随后拉回，显示两辆银色大众捷达悬挂在市场天花板的柜台后面，轻轻摇晃。在短暂考虑了合理的价格后，她自发地决定买 “左边的”。 该现场由总部位于多伦多的大众汽车公司 Red Urban 为加拿大开发，由无题电影公司让-米歇尔 · 拉冯执导，是去年年底在英国发起的一项活动的延伸。 由于大多数购物者都熟悉冲动购买，传达品牌信息很容易。然而，执行创造性的想法要困难得多。该地点巨大能力的关键是找到一个位置，两辆汽车 -- 每辆大约 3,000镑 -- 可以挂在墙上或天花板上。由于大众加拿大公司的景点避免使用计算机图形作为增强大众真实风格的一种方式，因此需要一个非常大的空间。 “选择一个位置很棘手，因为我们希望氛围感觉亲密，但车辆的大小排除了小商店的设置，” 红城市执行创意总监克里斯蒂娜 · 余说。 多伦多市中心历史城堡卡萨 · 洛马的马厩最终被发现并预订拍摄。马厩提供了一个古雅的空间，高高的天花板和真实的风格细节，就像传统食品市场中常见的地铁瓷砖墙壁，这是拍摄概念的完美背景。 车队需要克服的下一个障碍是用一种看起来无缝和可信的方式从天花板上悬挂一辆重型汽车。 “最大的挑战是悬挂汽车，让它们稍微摇摆，” 余补充道。“为了完成这个特技，我们从两辆车身上移除了发动机、变速器和液体，以减轻整体重量。在使用定制钻机解决方案将汽车提升到 Casa Loma 马厩内之前，安装并加固了一个欧洲拖车挂钩部件。" 大众汽车加拿大公司的品牌营销经理林恩 · 皮埃特说，“我们预计，随着消费者开始新的一年，这个地方会引起他们的共鸣。提供大众可以获得的优质产品和体验是大众品牌的核心，而捷达的这一商业产品正是这一点。"
屠夫
案例简介：In their latest commercial Volkswagen Canada suspends two Jettas, about 3,000 lbs each, inside a historic Toronto stable. What if you could buy a new car alongside your everyday groceries? This is the scenario imagined in Volkswagen’s latest spot to promote the affordability of the Volkswagen brand and its most accessible model, the Jetta. “Butcher”, which began airing this month, opens with a woman ordering four sirloin steaks in a traditional food market. She then asks, “How fresh is the Jetta?” just as she would while contemplating a roast or rack of lamb. The camera then pulls back to reveal two silver Volkswagen Jettas dangling and gently swaying behind the counter from the market’s ceiling. After briefly considering the affordable price, she spontaneously decides to buy the “one on the left”. The spot, developed by Toronto-based agency Red Urban for Volkswagen Canada and directed by Untitled Films’ Jean-Michel Ravon, is an extension of a campaign launched late last year in the UK. Since the impulse buy is familiar to most shoppers, communicating the brand’s message was easy. Executing the creative idea, however, was much trickier. Key to the spot’s believability was finding a location where two cars - at roughly 3,000 pounds apiece - could be hung from the wall or ceiling. Since Volkswagen Canada’s spots avoid using computer graphics as a way to reinforce Volkswagen’s authentic style, a very large space was needed. “Choosing a location was tricky because we wanted the atmosphere to feel intimate, but the size of the vehicles ruled out small shop settings,” said Christina Yu, Executive Creative Director, Red Urban. The stables of a downtown Toronto historical castle, Casa Loma, were eventually discovered and booked for the shoot. The stables provided a quaint space with high ceilings and authentic style details, like the subway-tiled walls so common in traditional food markets, which were a perfect backdrop for the concept of the shoot. The next obstacle the team needed to overcome was hanging a hefty car from the ceiling in a way that looked seamless and believable. “The big challenge was to hang the cars so that they would sway a little,” adds Yu. “To accomplish the stunt, we removed the engine, transmission and fluids from both vehicles to reduce the overall weight. A European trailer hook part was installed and reinforced before employing a custom rig solution to hoist the cars up inside the Casa Loma stables.” Lynne Piette, Brand Marketing Manager at Volkswagen Canada, says, “We expect that the spot will resonate well with consumers as they begin the New Year. Providing a premium product and experience that's accessible to the masses is at the core of the Volkswagen brand, and this Jetta commercial represents exactly that.”
Butcher
案例简介：在他们最新的商业大众加拿大暂停两个捷达，约 3,000 磅，在一个历史悠久的多伦多稳定。 如果你可以在日常生活中买一辆新车呢？这是在大众的最新位置想象的场景，以促进大众品牌及其最容易获得的车型捷达的可负担性。 本月开始播出的《屠夫》开场时，一名妇女在传统食品市场订购了四份沙朗牛排。然后她问，“捷达有多新鲜？” 就像她在考虑烤羊肉或羊排时一样。相机随后拉回，显示两辆银色大众捷达悬挂在市场天花板的柜台后面，轻轻摇晃。在短暂考虑了合理的价格后，她自发地决定买 “左边的”。 该现场由总部位于多伦多的大众汽车公司 Red Urban 为加拿大开发，由无题电影公司让-米歇尔 · 拉冯执导，是去年年底在英国发起的一项活动的延伸。 由于大多数购物者都熟悉冲动购买，传达品牌信息很容易。然而，执行创造性的想法要困难得多。该地点巨大能力的关键是找到一个位置，两辆汽车 -- 每辆大约 3,000镑 -- 可以挂在墙上或天花板上。由于大众加拿大公司的景点避免使用计算机图形作为增强大众真实风格的一种方式，因此需要一个非常大的空间。 “选择一个位置很棘手，因为我们希望氛围感觉亲密，但车辆的大小排除了小商店的设置，” 红城市执行创意总监克里斯蒂娜 · 余说。 多伦多市中心历史城堡卡萨 · 洛马的马厩最终被发现并预订拍摄。马厩提供了一个古雅的空间，高高的天花板和真实的风格细节，就像传统食品市场中常见的地铁瓷砖墙壁，这是拍摄概念的完美背景。 车队需要克服的下一个障碍是用一种看起来无缝和可信的方式从天花板上悬挂一辆重型汽车。 “最大的挑战是悬挂汽车，让它们稍微摇摆，” 余补充道。“为了完成这个特技，我们从两辆车身上移除了发动机、变速器和液体，以减轻整体重量。在使用定制钻机解决方案将汽车提升到 Casa Loma 马厩内之前，安装并加固了一个欧洲拖车挂钩部件。" 大众汽车加拿大公司的品牌营销经理林恩 · 皮埃特说，“我们预计，随着消费者开始新的一年，这个地方会引起他们的共鸣。提供大众可以获得的优质产品和体验是大众品牌的核心，而捷达的这一商业产品正是这一点。"
Butcher
案例简介：In their latest commercial Volkswagen Canada suspends two Jettas, about 3,000 lbs each, inside a historic Toronto stable. What if you could buy a new car alongside your everyday groceries? This is the scenario imagined in Volkswagen’s latest spot to promote the affordability of the Volkswagen brand and its most accessible model, the Jetta. “Butcher”, which began airing this month, opens with a woman ordering four sirloin steaks in a traditional food market. She then asks, “How fresh is the Jetta?” just as she would while contemplating a roast or rack of lamb. The camera then pulls back to reveal two silver Volkswagen Jettas dangling and gently swaying behind the counter from the market’s ceiling. After briefly considering the affordable price, she spontaneously decides to buy the “one on the left”. The spot, developed by Toronto-based agency Red Urban for Volkswagen Canada and directed by Untitled Films’ Jean-Michel Ravon, is an extension of a campaign launched late last year in the UK. Since the impulse buy is familiar to most shoppers, communicating the brand’s message was easy. Executing the creative idea, however, was much trickier. Key to the spot’s believability was finding a location where two cars - at roughly 3,000 pounds apiece - could be hung from the wall or ceiling. Since Volkswagen Canada’s spots avoid using computer graphics as a way to reinforce Volkswagen’s authentic style, a very large space was needed. “Choosing a location was tricky because we wanted the atmosphere to feel intimate, but the size of the vehicles ruled out small shop settings,” said Christina Yu, Executive Creative Director, Red Urban. The stables of a downtown Toronto historical castle, Casa Loma, were eventually discovered and booked for the shoot. The stables provided a quaint space with high ceilings and authentic style details, like the subway-tiled walls so common in traditional food markets, which were a perfect backdrop for the concept of the shoot. The next obstacle the team needed to overcome was hanging a hefty car from the ceiling in a way that looked seamless and believable. “The big challenge was to hang the cars so that they would sway a little,” adds Yu. “To accomplish the stunt, we removed the engine, transmission and fluids from both vehicles to reduce the overall weight. A European trailer hook part was installed and reinforced before employing a custom rig solution to hoist the cars up inside the Casa Loma stables.” Lynne Piette, Brand Marketing Manager at Volkswagen Canada, says, “We expect that the spot will resonate well with consumers as they begin the New Year. Providing a premium product and experience that's accessible to the masses is at the core of the Volkswagen brand, and this Jetta commercial represents exactly that.”
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