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6月
案例简介：战略 6月是 Lyft 首次推出的同类内容; 这是一部庆祝 Lyft 的乘客和司机双重观众的短片。我们选择 6月作为这个故事的主角，因为她打破了乘客和司机之间的障碍。6月两者兼而有之，她提醒我们，无论我们坐在哪个座位上，当你分享旅程时，生活真的会更好。动画风格通过探索 2D 和 3D 风格的组合来反映这种边界的模糊。电影的颜色和动画风格以马赛克的方式结合在一起，就像丰富多彩的 Lyft 社区通过共享的骑行体验结合在一起一样。 执行 6月是一部 7 分钟的动画短片，像真人电影一样拍摄，给 6月的角色带来现实主义感。通过将各种动画技术结合到相同的场景中，这部电影发展了一个真实社区的纹理。每个镜头都是由不同的插图画家手工制作的，以满足场景的需求，结果是一个充满活力的马赛克，代表了 Lyft 社区。在整个电影中，色彩被应用于移动万花筒，以传达当我们走到一起时生活真正变得更好的情感。 结果 -到 2017年4月，超过 800万次浏览-3亿次获得和付费媒体印象-社交媒体提到贝拉 · 索恩、赞达亚、 DJ 哈立德、杰里米 · 皮文、 T-Boz 、贾里德, hannah Stocking-98% 的观众对 Youtube-34 % 的观众竖起大拇指，当这部电影在 Youtube 上运行预播时，已经过了: 30 点,超过 24% 的平均原创媒体报道，包括格言、 Adweek 、动画杂志、快速公司、福布斯、福克斯商业、 Mashable 、好莱坞记者、 Variety 、 Venturebeat, 盛传明略 · 布朗品牌电梯研究结果显示，在观看了《 6月》之后,人们是: 6.2% 更有可能乘坐 Lyft 8.9% 更有可能相信 Lyft 有积极的公司价值 8% 更有可能相信 Lyft 让客户第一 6.6% 更有可能乘坐 Lyft ad4.7 % 更有可能更喜欢乘坐 Lyft 概要 共享乘车的挑战不应该是一种客观的交易。Lyft，美国第2 家最大的拼车公司，正在打破前排和后排之间的障碍。我们受到来自 Lyft 社区的真实故事的启发，以庆祝司机和乘客的成功。《 6月战略》是一部 7 分钟的动画短片，由当今最具开创性的电影制作人创作。故事讲述了 6月，一个在历史悠久的南芝加哥的孤独寡妇，他被启发开始分享旅程 -- 也分享她的生活。结果 6月获得了数百万的影响者和媒体印象，以及几乎所有渠道的一致积极情绪。当这部电影进行预演时，34% 的观众观看了平均下降点。这部电影的接收表明，人们真正选择 Lyft 是因为他们找到了社区。 活动描述 Lyft 是一个由社区打造的品牌。这个社区有各种年龄、形状和颜色，所有这些都跨越边界，围绕共同的骑行体验形成社区。我们被启发以一种有趣的方式来表达这种叙述。在 15 个第二广告点、应用程序截图和短暂注意力跨度的景观中, 我们开始制作一部短片，可以捕捉和感动我们的观众，传播团结运动的消息。
6月
案例简介：Strategy June is the first-of-its-kind content presented by Lyft; a short film that celebrates Lyft’s dual audience of passengers and drivers.We chose June as the protagonist for this story because she breaks down the barrier between passenger and driver. June is both, and she reminds us that no matter which seat we’re sitting in, life is truly better when you share the ride. The animation style mirrors this blurring of boundaries by exploring a combination of 2D and 3D styles. The colors and animation styles of the film come together in a mosaic in much the same way that the diverse and colorful Lyft community comes together through the shared ride experience. Execution June is a 7-minute, animated short film shot like a live action film to bring a sense of realism to June’s character. By combining a variety of animation techniques to the same scenes, the film develops the texture of a real community. Each shot was handcrafted by different illustrators to meet the needs of the scene, and the result is a vibrant mosaic that represents the Lyft community. Color is applied in moving kaleidoscopes throughout the film to convey the sentiment that life is truly better when we come together. Outcome -Over 8 million views by April, 2017-300 million earned and paid media impressions-Social media mentions from Bella Thorne, Zendaya, DJ Khaled, Jeremy Piven, T-Boz, Just Jared, and Hannah Stocking-98% thumbs up on Youtube-34% of viewers watched the film past the :30 point when it ran pre-roll on Youtube, surpassing the 24% average-Original media coverage, from sources which include AdAge, Adweek, Animation Magazine, Fast Company, Forbes, FOX Business, Mashable, The Hollywood Reporter, Variety, Venturebeat, and Vibe-E-arly Millward Brown Brand Lift study results show that after watching "June," people are: 6.2% more likely to take a ride with Lyft8.9% more likely to believe Lyft has positive company values8% more likely to believe Lyft puts the customers first6.6% more likely to ride with Lyft than before they saw the ad4.7% are more likely to prefer to ride with Lyft Synopsis Challenge Sharing a ride should be more than an impersonal transaction. Lyft, the 2nd biggest ridesharing company in the U.S., is breaking down the barrier between the front seat and the back seat. We were inspired by real stories from the Lyft community to celebrate the drivers and passengers who make it more than a ride. Strategy June is a 7-minute, animated short film created by some of today’s most groundbreaking filmmakers. The story follows June, a lonely widow in historic South Chicago who is inspired to start sharing the ride — and sharing her life, too. Result June garnered millions of influencer and media impressions, and almost unanimously positive sentiment across channels. When the film ran pre-roll, 34% of viewers watched past the average drop-off point. The film’s reception demonstrates that people truly choose Lyft because of the community they find. CampaignDescription Lyft is a brand built by its community. This community comes in all ages, shapes, and colors, all crossing boundaries to form communities around the shared experience of riding together. We were inspired to express this narrative in an entertaining way.In a landscape of 15 second ad spots, app screenshots, and short attention spans, we set out to produce a short film that could capture and move our audience to spread the word of the ridesharing movement.
June
案例简介：战略 6月是 Lyft 首次推出的同类内容; 这是一部庆祝 Lyft 的乘客和司机双重观众的短片。我们选择 6月作为这个故事的主角，因为她打破了乘客和司机之间的障碍。6月两者兼而有之，她提醒我们，无论我们坐在哪个座位上，当你分享旅程时，生活真的会更好。动画风格通过探索 2D 和 3D 风格的组合来反映这种边界的模糊。电影的颜色和动画风格以马赛克的方式结合在一起，就像丰富多彩的 Lyft 社区通过共享的骑行体验结合在一起一样。 执行 6月是一部 7 分钟的动画短片，像真人电影一样拍摄，给 6月的角色带来现实主义感。通过将各种动画技术结合到相同的场景中，这部电影发展了一个真实社区的纹理。每个镜头都是由不同的插图画家手工制作的，以满足场景的需求，结果是一个充满活力的马赛克，代表了 Lyft 社区。在整个电影中，色彩被应用于移动万花筒，以传达当我们走到一起时生活真正变得更好的情感。 结果 -到 2017年4月，超过 800万次浏览-3亿次获得和付费媒体印象-社交媒体提到贝拉 · 索恩、赞达亚、 DJ 哈立德、杰里米 · 皮文、 T-Boz 、贾里德, hannah Stocking-98% 的观众对 Youtube-34 % 的观众竖起大拇指，当这部电影在 Youtube 上运行预播时，已经过了: 30 点,超过 24% 的平均原创媒体报道，包括格言、 Adweek 、动画杂志、快速公司、福布斯、福克斯商业、 Mashable 、好莱坞记者、 Variety 、 Venturebeat, 盛传明略 · 布朗品牌电梯研究结果显示，在观看了《 6月》之后,人们是: 6.2% 更有可能乘坐 Lyft 8.9% 更有可能相信 Lyft 有积极的公司价值 8% 更有可能相信 Lyft 让客户第一 6.6% 更有可能乘坐 Lyft ad4.7 % 更有可能更喜欢乘坐 Lyft 概要 共享乘车的挑战不应该是一种客观的交易。Lyft，美国第2 家最大的拼车公司，正在打破前排和后排之间的障碍。我们受到来自 Lyft 社区的真实故事的启发，以庆祝司机和乘客的成功。《 6月战略》是一部 7 分钟的动画短片，由当今最具开创性的电影制作人创作。故事讲述了 6月，一个在历史悠久的南芝加哥的孤独寡妇，他被启发开始分享旅程 -- 也分享她的生活。结果 6月获得了数百万的影响者和媒体印象，以及几乎所有渠道的一致积极情绪。当这部电影进行预演时，34% 的观众观看了平均下降点。这部电影的接收表明，人们真正选择 Lyft 是因为他们找到了社区。 活动描述 Lyft 是一个由社区打造的品牌。这个社区有各种年龄、形状和颜色，所有这些都跨越边界，围绕共同的骑行体验形成社区。我们被启发以一种有趣的方式来表达这种叙述。在 15 个第二广告点、应用程序截图和短暂注意力跨度的景观中, 我们开始制作一部短片，可以捕捉和感动我们的观众，传播团结运动的消息。
June
案例简介：Strategy June is the first-of-its-kind content presented by Lyft; a short film that celebrates Lyft’s dual audience of passengers and drivers.We chose June as the protagonist for this story because she breaks down the barrier between passenger and driver. June is both, and she reminds us that no matter which seat we’re sitting in, life is truly better when you share the ride. The animation style mirrors this blurring of boundaries by exploring a combination of 2D and 3D styles. The colors and animation styles of the film come together in a mosaic in much the same way that the diverse and colorful Lyft community comes together through the shared ride experience. Execution June is a 7-minute, animated short film shot like a live action film to bring a sense of realism to June’s character. By combining a variety of animation techniques to the same scenes, the film develops the texture of a real community. Each shot was handcrafted by different illustrators to meet the needs of the scene, and the result is a vibrant mosaic that represents the Lyft community. Color is applied in moving kaleidoscopes throughout the film to convey the sentiment that life is truly better when we come together. Outcome -Over 8 million views by April, 2017-300 million earned and paid media impressions-Social media mentions from Bella Thorne, Zendaya, DJ Khaled, Jeremy Piven, T-Boz, Just Jared, and Hannah Stocking-98% thumbs up on Youtube-34% of viewers watched the film past the :30 point when it ran pre-roll on Youtube, surpassing the 24% average-Original media coverage, from sources which include AdAge, Adweek, Animation Magazine, Fast Company, Forbes, FOX Business, Mashable, The Hollywood Reporter, Variety, Venturebeat, and Vibe-E-arly Millward Brown Brand Lift study results show that after watching "June," people are: 6.2% more likely to take a ride with Lyft8.9% more likely to believe Lyft has positive company values8% more likely to believe Lyft puts the customers first6.6% more likely to ride with Lyft than before they saw the ad4.7% are more likely to prefer to ride with Lyft Synopsis Challenge Sharing a ride should be more than an impersonal transaction. Lyft, the 2nd biggest ridesharing company in the U.S., is breaking down the barrier between the front seat and the back seat. We were inspired by real stories from the Lyft community to celebrate the drivers and passengers who make it more than a ride. Strategy June is a 7-minute, animated short film created by some of today’s most groundbreaking filmmakers. The story follows June, a lonely widow in historic South Chicago who is inspired to start sharing the ride — and sharing her life, too. Result June garnered millions of influencer and media impressions, and almost unanimously positive sentiment across channels. When the film ran pre-roll, 34% of viewers watched past the average drop-off point. The film’s reception demonstrates that people truly choose Lyft because of the community they find. CampaignDescription Lyft is a brand built by its community. This community comes in all ages, shapes, and colors, all crossing boundaries to form communities around the shared experience of riding together. We were inspired to express this narrative in an entertaining way.In a landscape of 15 second ad spots, app screenshots, and short attention spans, we set out to produce a short film that could capture and move our audience to spread the word of the ridesharing movement.
6月
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June
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