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它要回家了
案例简介：陪审团的文化/背景信息 因此，我们的方法取决于与英国公众互动 -- 像一个真正的足球迷一样表现和思考，但也是以一种完全真实的方式。自然，创意必须完全符合品牌。所以，当人们开始相信世界杯奖杯真的可以被英格兰举起时，我们发现了一个独特的机会。 行动的触发点是，受英国著名的 “三狮之歌” 启发的 “它要回家了” 迷因开始涌入互联网。英国航空公司有爱国的执照，航空公司存在的核心原因是运送人们往返于他们的 “家”，所以它感觉非常适合这个品牌。 告诉陪审团艺术方向。 看起来真实的英国航空公司登机牌的特点是这种工艺突出了英国航空公司最好的广告。详细信息包括乘客 “足球” 的名字和计划于7月15日星期日在18.00离开莫斯科前往伦敦的航班 (决赛日期和我们希望英格兰队离开俄罗斯的时间),胜利)。 为了强调我们真正的足球迷的资历，我们包括了更多的热门参考资料，比如向英格兰受欢迎的主教练加雷斯 · 索斯盖特点头，“盖特: 索斯” 和球队最后也是唯一的世界杯胜利，“大门关闭: 1966”。 对细节的关注不止于此。座位号52H (52年受伤)，温布利体育场邮政编码 (英国足球之家) 和哈里凯恩队长的金靴愿望都有特色。
它要回家了
案例简介：Cultural/Context information for the jury Our approach therefore depended upon engaging with the British public empathetically – behaving and thinking like a true football fan, but also in a way that was completely authentic. Naturally, the creative idea had to be completely in keeping with the brand. So, when people started to believe that the World Cup trophy really could be lifted by England, we spotted a unique opportunity. The trigger for action was when ‘It’s coming home’ memes, inspired by England’s famous ‘Three Lions’ anthem, began to flood the internet. British Airways has the licence to be patriotic and the core reason for an airline to exist is to literally transport people to and from their ‘home’, so it felt like a perfect fit for the brand. Tell the jury about the art direction. The authentic looking British Airways boarding pass featured the type of craft that underlines British Airways advertising at its best. Details included the name of the passenger ‘Football’ and a flight scheduled to leave Moscow for London on Sunday 15th July at 18.00 (the date of the final and the time we hoped the England team would leave Russia, triumphant). To underline our true football fan credentials, we included further topical references such as a nod to England’s popular manager Gareth Southgate, ‘Gate: South’ and the team’s last and only World Cup triumph, ‘Gate closes: 1966’. The attention to detail didn’t stop there. The seat number 52H (52 years of hurt), the Wembley stadium postcode (the home of English football) and captain Harry Kane’s gold boot aspirations all featured.
It's Coming Home
案例简介：陪审团的文化/背景信息 因此，我们的方法取决于与英国公众互动 -- 像一个真正的足球迷一样表现和思考，但也是以一种完全真实的方式。自然，创意必须完全符合品牌。所以，当人们开始相信世界杯奖杯真的可以被英格兰举起时，我们发现了一个独特的机会。 行动的触发点是，受英国著名的 “三狮之歌” 启发的 “它要回家了” 迷因开始涌入互联网。英国航空公司有爱国的执照，航空公司存在的核心原因是运送人们往返于他们的 “家”，所以它感觉非常适合这个品牌。 告诉陪审团艺术方向。 看起来真实的英国航空公司登机牌的特点是这种工艺突出了英国航空公司最好的广告。详细信息包括乘客 “足球” 的名字和计划于7月15日星期日在18.00离开莫斯科前往伦敦的航班 (决赛日期和我们希望英格兰队离开俄罗斯的时间),胜利)。 为了强调我们真正的足球迷的资历，我们包括了更多的热门参考资料，比如向英格兰受欢迎的主教练加雷斯 · 索斯盖特点头，“盖特: 索斯” 和球队最后也是唯一的世界杯胜利，“大门关闭: 1966”。 对细节的关注不止于此。座位号52H (52年受伤)，温布利体育场邮政编码 (英国足球之家) 和哈里凯恩队长的金靴愿望都有特色。
It's Coming Home
案例简介：Cultural/Context information for the jury Our approach therefore depended upon engaging with the British public empathetically – behaving and thinking like a true football fan, but also in a way that was completely authentic. Naturally, the creative idea had to be completely in keeping with the brand. So, when people started to believe that the World Cup trophy really could be lifted by England, we spotted a unique opportunity. The trigger for action was when ‘It’s coming home’ memes, inspired by England’s famous ‘Three Lions’ anthem, began to flood the internet. British Airways has the licence to be patriotic and the core reason for an airline to exist is to literally transport people to and from their ‘home’, so it felt like a perfect fit for the brand. Tell the jury about the art direction. The authentic looking British Airways boarding pass featured the type of craft that underlines British Airways advertising at its best. Details included the name of the passenger ‘Football’ and a flight scheduled to leave Moscow for London on Sunday 15th July at 18.00 (the date of the final and the time we hoped the England team would leave Russia, triumphant). To underline our true football fan credentials, we included further topical references such as a nod to England’s popular manager Gareth Southgate, ‘Gate: South’ and the team’s last and only World Cup triumph, ‘Gate closes: 1966’. The attention to detail didn’t stop there. The seat number 52H (52 years of hurt), the Wembley stadium postcode (the home of English football) and captain Harry Kane’s gold boot aspirations all featured.
它要回家了
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It's Coming Home
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