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Newfields: Young和Laramore的《Hello Spring》
案例简介:
Newfields: Young和Laramore的《Hello Spring》
案例简介:
Newfields: Hello Spring by Young and Laramore
案例简介:
Newfields: Hello Spring by Young and Laramore
案例简介:
Newfields: Young和Laramore的《Hello Spring》
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Newfields: Hello Spring by Young and Laramore
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Young & Laramore introduces a new campaign for Newfields, the 152-acre campus that houses the Indianapolis Museum of Art (IMA), to celebrate not just art, but seasonality and nature. For ‘Hello Spring’ Y&L created a dynamic campaign that speaks to the various stages of blooming in the campus gardens. In order to correspond with each blooming cycle, Y&L created a collage effect that conveys an upbeat, colorful energy that can be easily updated.The campaign is comprised of TV, online video, digital and social, radio, OOH and print ads that celebrate Newfields’ season-long celebration of more than a quarter million flowers and new art exhibits. To capture the whimsical tone of the campaign, Y&L licensed 'The Dignity' from Andrew Bird for TV and radio. The tagline, ‘Arriving in Stages,’ was written to invite people to come back several times over the course of spring.‘Hello Spring’ is the second campaign for Newfields since its highly successful holiday campaign, ‘Winterlights,’ an outdoor light installation featuring one million lights. Leveraging seasonality is a core concept to attract new guests to the Newfields campus, and each season throughout the year will have its own corresponding campaign.CreditsChief Strategy Officer: Tom DenariECD / CD: Carolyn HadlockSenior Writer: Charlie HopperArt Director / Illustrator: Kyle NordsiekDesigner: Rachel ReganPlanner: Marie MacWhorterSenior Account Manager: Sarah DavisAccount Manager: Catherine WatsonMusic: Andrew BirdSound Design / Mixing: Earshot Audio
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