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110 年的大步前行
案例简介：陪审团的文化/背景信息 在威士忌失去相关性的背景下，销售额在两年内下降了近 10%，而优质啤酒和杜松子酒行业实现了增长,一个品牌如何塑造这个行业并证明它 (及其类别) 会再次变得很酷？在价格较高的产品经济表现最低的情况下，如何在阻止下滑的同时产生业务成果？如何证明即使产品继续销售，也有可能改变品牌认知？ 翻译。提供任何文本的完整英文翻译。 - 告诉陪审团插图。 我们创造了 5 个乔尼 · 沃克的庆祝包装设计，每一个都代表了大步前进的人历史上具有里程碑意义的一年 -- 1908 、 1929 、 1970 、 1996 和 2018。外观和感觉旨在反映每个时代及其价值观，这将包装设计变成了名副其实的艺术品。 我们创建了一个完全整合的活动，通过渠道在线和离线的努力，在品牌的目标受众中具有最大的影响力和最高的亲和力。
110 年的大步前行
案例简介：Cultural/Context information for the jury In a context where whisky had been losing relevance, with sales dropping nearly 10% in two years, while the premium beer and gin segments achieved growth, how can a brand shape up the industry and prove that it (and its category) could be cool again? How to generate business results while stemming the decline, amid the lowest economic performance for products with a higher price tag? And how to prove that it is possible to change brand perception even as the product continues to sell? Translation. Provide a full English translation of any text. - Tell the jury about the illustration. We created 5 celebratory packaging designs of Johnnie Walker, each representing a landmark year in the history of the Striding Man – 1908, 1929, 1970, 1996 and 2018. The look and feel was designed to reflect each era and its values, and this turned the packaging designs into veritable works of art. We created a fully integrated campaign, with efforts both online and offline across the channels with the most impact and highest affinity among the brand’s target audience.
110 years of the Striding Man
案例简介：陪审团的文化/背景信息 在威士忌失去相关性的背景下，销售额在两年内下降了近 10%，而优质啤酒和杜松子酒行业实现了增长,一个品牌如何塑造这个行业并证明它 (及其类别) 会再次变得很酷？在价格较高的产品经济表现最低的情况下，如何在阻止下滑的同时产生业务成果？如何证明即使产品继续销售，也有可能改变品牌认知？ 翻译。提供任何文本的完整英文翻译。 - 告诉陪审团插图。 我们创造了 5 个乔尼 · 沃克的庆祝包装设计，每一个都代表了大步前进的人历史上具有里程碑意义的一年 -- 1908 、 1929 、 1970 、 1996 和 2018。外观和感觉旨在反映每个时代及其价值观，这将包装设计变成了名副其实的艺术品。 我们创建了一个完全整合的活动，通过渠道在线和离线的努力，在品牌的目标受众中具有最大的影响力和最高的亲和力。
110 years of the Striding Man
案例简介：Cultural/Context information for the jury In a context where whisky had been losing relevance, with sales dropping nearly 10% in two years, while the premium beer and gin segments achieved growth, how can a brand shape up the industry and prove that it (and its category) could be cool again? How to generate business results while stemming the decline, amid the lowest economic performance for products with a higher price tag? And how to prove that it is possible to change brand perception even as the product continues to sell? Translation. Provide a full English translation of any text. - Tell the jury about the illustration. We created 5 celebratory packaging designs of Johnnie Walker, each representing a landmark year in the history of the Striding Man – 1908, 1929, 1970, 1996 and 2018. The look and feel was designed to reflect each era and its values, and this turned the packaging designs into veritable works of art. We created a fully integrated campaign, with efforts both online and offline across the channels with the most impact and highest affinity among the brand’s target audience.
110 年的大步前行
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110 years of the Striding Man
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基本信息
- 广告战役： #Diaego-网络-c972#
- 广告品牌： Diaego
- 发布日期： 2000
- 行业领域： 饮品/饮料/冲饮 , 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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