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高尔夫生活
案例简介：说唱传奇刀疤脸和前美国橄榄球联盟球员阿里安 · 福斯特在卡拉威的 “高尔夫生活” 医生中对峙 VICE Media 和 KIMBA 集团在一个由三部分组成的品牌医生中揭示了意想不到的高尔夫爱好者。 洛杉矶 2017年10月16日星期一 -- 卡拉威高尔夫向副媒体制作的系列《高尔夫生活》展示了史诗般的结局，推出了 10月16日，该系列汇集了两个休斯顿当地人，朋友, 以及高尔夫球场上真正的传奇。说唱偶像 Scarface 和前美国橄榄球联盟明星阿里安 · 福斯特在工作室和球场上建立了他们的职业生涯，这两个世界确实截然相反，但在绿色上找到了共同点。两人分享了对游戏的肆无忌惮的热爱及其独特的能力，在允许发现个人的同时，提供了一种摆脱个人公共身份的能力。正如阿里安的弟弟阿卜杜勒 · 福斯特所说，“对他来说，高尔夫正成为他可以再次找到自己的地方之一。” 没有比卡拉威更支持高尔夫促进联系的力量了。CMO Harry Arnett 说，“高尔夫是人类和体育的伟大民主化者。 “阿内特，他自己的一个巨大的音乐迷，坚持认为《刀疤脸》是该系列的一部分，以揭示游戏的广泛吸引力。“对他们以及数百万人来说，高尔夫是一种激情，既鼓舞人心又富有挑战性。我们邀请 Arian 和 Scarface 进入我们的世界，与他们分享我们对这项运动、完善我们的产品以及帮助玩家变得更好、更快的创新技术的热情。" 观众跟随 Scarface 和 Foster，卡拉威专家为这对夫妇配备了一套定制的俱乐部，并让他们沉浸在品牌的产品和性能世界中，为他们在家乡的课程做准备休斯顿。竞争性质的出现，但这一切都很有趣。定义外卖是对这项运动及其固有的形成纽带和促进终身关系的潜力的庆祝。 流行医生的第一部分和第二部分分别于 2016年10月和 2017 发布，第一个部分展示了 Scarface 的生活和对这项运动的热爱, 第二部以阿里安 · 福斯特为特色，通过一个类似的迷人叙事的镜头。导演莎拉 · 里纳迪从独特的个人角度将男子与这项运动联系起来的愿景受到了卡拉威的欢迎。“他们让我们建立了一个角色，并找到了他们的根源，而不必担心产品和品牌，直到这对叙事很重要。这是一份真正的礼物，因为它让我们能够创造出真实的东西。" 高尔夫生活标志着卡拉威和副媒体合作关系的一个新的里程碑。在该系列概念之前，卡拉威与 Vice Sports 合作，将焦点集中在该品牌的一些专业人士身上，如凯文 · 基斯纳、亨里克 · 斯滕森和米歇尔 · 威伊等。卡拉威试图以更深层次的方式与观众联系，与他们的长期代理 KIMBA 集团一起, 冒险进入短片的创新形式，旨在通过卓越、高度迷人的高尔夫爱好者的眼睛来代表品牌的抱负和可访问的身份。 金巴集团的联合创始人丽贝卡 · 罗索夫 (Rebecca Rosoff) 承认，卡拉威正通过将自己置于这个新媒体前沿，从而扩大其品牌认知度。“对于一个娱乐品牌来说，高尔夫生活可能不是一项激进的事业，但是对于一个首先专注于开发突破性俱乐部技术的高尔夫制造商来说，这种类型的医生是一个大胆的声明。这是一项致力于领导这项运动，让所有技能水平和背景的人都能享受和吸引高尔夫的承诺。" VICE 构思了在他们心爱的城市休斯顿分析 Scarface 和 Arian Foster 的想法，使该地区本身成为故事的关键角色。该系列是在飓风哈维造成的破坏之前拍摄的，现在不仅是给高尔夫运动的情书，也是给两个男人称之为家的地方。 第三部分将于 2017年10月16日在卡拉威的社交、数字和 OTT 频道上发布。
高尔夫生活
案例简介：Rap Legend Scarface and Former NFL Player Arian Foster Face Off in Callaway's ‘Golf Lives’ Docuseries VICE Media and The KIMBA Group shed light on unexpected golf lovers in a 3-part branded docuseries. Los Angeles Monday 16 Oct 2017– Callaway Golf presents the epic finale to VICE Media produced series Golf Lives, launching October 16th, which brings together two Houston locals, friends, and bona fide legends on the golf course in a tête-à-tête. Rap icon Scarface and former NFL star Arian Foster built their careers in the studio and on the field, polar opposite worlds indeed, but find common ground on the green. The duo shares an unbridled love of the game and its unique ability to offer an escape from the confines of one’s public identity while allowing for discovery of the individual. As Abdul Foster, kid brother to Arian notes, “For him, golf is becoming one of those places he can go to find himself again.” There is no greater champion of golf’s power to foster connection than Callaway. CMO Harry Arnett remarks, “Golf is the great democratizer of humanity and sports.” Arnett, a huge music fan in his own right, was adamant Scarface came on board for the series to shed light on the game’s broad appeal. “For them, and millions like them, golf is a passion, both inspiring and challenging. We invited Arian and Scarface into our world to share with them our passion for the sport, for perfecting our products, and for the innovative technology that helps players get better, faster.” The viewer follows Scarface and Foster as Callaway experts outfit the pair with a custom set of clubs and immerse them into the brand’s world of product and performance in preparation for a round on their hometown course in Houston. Competitive natures emerge but it’s all in good fun. The defining takeaway is a celebration of the sport and its innate potential to form bonds and foster lifelong relationships. Parts I and II of the popular docuseries were released in October 2016 and 2017 respectively, the first featuring an intimate look into Scarface’s life and love affair with the sport, the second featuring Arian Foster through the lens of a similar, captivating narrative. Director Sarah Rinaldi’s vision to relate the men’s connection to the sport from a uniquely personal perspective was welcomed by Callaway. “They allowed us to establish a character and get to the root of who they are without having to worry about products and brand until it was important to the narrative. That is a real gift because it allows us to create something authentic.” Golf Lives marks a new milestone for the collaborative partnership between Callaway and VICE Media. Prior to the series conception, Callaway worked with Vice Sports to shine the spotlight on some of the brand’s pros like Kevin Kisner, Henrik Stenson, and Michelle Wie, among others. Seeking to relate to their audience in a deeper way, Callaway, together with their long-time agency THE KIMBA Group, ventured into the innovative format of short film with an aim to represent the brand’s aspirational and accessible identity through the eyes of exceptional, highly engaging golf lovers. Rebecca Rosoff, co-founder of The KIMBA Group, acknowledges the leap Callaway is taking to expand its brand recognition by placing itself at the forefront of this new media frontier. “Golf Lives may not be a radical undertaking for an entertainment brand, but for a golf manufacturer whose first focus is developing ground-breaking club technology, a docuseries of this type is a bold statement. It’s a commitment to leading the sport and making golf both available and enticing to people of all skill levels and backgrounds.” VICE conceived the idea of profiling Scarface and Arian Foster in their beloved city of Houston, making the locale itself a crucial character to the story. The series was filmed prior to the devastation wrought by Hurricane Harvey and now serves as not only a love letter to the sport of golf but also to the place both men call home. Part III is set to launch on Callaway's social, digital and OTT channels on October 16th, 2017.
Golf Lives
案例简介：说唱传奇刀疤脸和前美国橄榄球联盟球员阿里安 · 福斯特在卡拉威的 “高尔夫生活” 医生中对峙 VICE Media 和 KIMBA 集团在一个由三部分组成的品牌医生中揭示了意想不到的高尔夫爱好者。 洛杉矶 2017年10月16日星期一 -- 卡拉威高尔夫向副媒体制作的系列《高尔夫生活》展示了史诗般的结局，推出了 10月16日，该系列汇集了两个休斯顿当地人，朋友, 以及高尔夫球场上真正的传奇。说唱偶像 Scarface 和前美国橄榄球联盟明星阿里安 · 福斯特在工作室和球场上建立了他们的职业生涯，这两个世界确实截然相反，但在绿色上找到了共同点。两人分享了对游戏的肆无忌惮的热爱及其独特的能力，在允许发现个人的同时，提供了一种摆脱个人公共身份的能力。正如阿里安的弟弟阿卜杜勒 · 福斯特所说，“对他来说，高尔夫正成为他可以再次找到自己的地方之一。” 没有比卡拉威更支持高尔夫促进联系的力量了。CMO Harry Arnett 说，“高尔夫是人类和体育的伟大民主化者。 “阿内特，他自己的一个巨大的音乐迷，坚持认为《刀疤脸》是该系列的一部分，以揭示游戏的广泛吸引力。“对他们以及数百万人来说，高尔夫是一种激情，既鼓舞人心又富有挑战性。我们邀请 Arian 和 Scarface 进入我们的世界，与他们分享我们对这项运动、完善我们的产品以及帮助玩家变得更好、更快的创新技术的热情。" 观众跟随 Scarface 和 Foster，卡拉威专家为这对夫妇配备了一套定制的俱乐部，并让他们沉浸在品牌的产品和性能世界中，为他们在家乡的课程做准备休斯顿。竞争性质的出现，但这一切都很有趣。定义外卖是对这项运动及其固有的形成纽带和促进终身关系的潜力的庆祝。 流行医生的第一部分和第二部分分别于 2016年10月和 2017 发布，第一个部分展示了 Scarface 的生活和对这项运动的热爱, 第二部以阿里安 · 福斯特为特色，通过一个类似的迷人叙事的镜头。导演莎拉 · 里纳迪从独特的个人角度将男子与这项运动联系起来的愿景受到了卡拉威的欢迎。“他们让我们建立了一个角色，并找到了他们的根源，而不必担心产品和品牌，直到这对叙事很重要。这是一份真正的礼物，因为它让我们能够创造出真实的东西。" 高尔夫生活标志着卡拉威和副媒体合作关系的一个新的里程碑。在该系列概念之前，卡拉威与 Vice Sports 合作，将焦点集中在该品牌的一些专业人士身上，如凯文 · 基斯纳、亨里克 · 斯滕森和米歇尔 · 威伊等。卡拉威试图以更深层次的方式与观众联系，与他们的长期代理 KIMBA 集团一起, 冒险进入短片的创新形式，旨在通过卓越、高度迷人的高尔夫爱好者的眼睛来代表品牌的抱负和可访问的身份。 金巴集团的联合创始人丽贝卡 · 罗索夫 (Rebecca Rosoff) 承认，卡拉威正通过将自己置于这个新媒体前沿，从而扩大其品牌认知度。“对于一个娱乐品牌来说，高尔夫生活可能不是一项激进的事业，但是对于一个首先专注于开发突破性俱乐部技术的高尔夫制造商来说，这种类型的医生是一个大胆的声明。这是一项致力于领导这项运动，让所有技能水平和背景的人都能享受和吸引高尔夫的承诺。" VICE 构思了在他们心爱的城市休斯顿分析 Scarface 和 Arian Foster 的想法，使该地区本身成为故事的关键角色。该系列是在飓风哈维造成的破坏之前拍摄的，现在不仅是给高尔夫运动的情书，也是给两个男人称之为家的地方。 第三部分将于 2017年10月16日在卡拉威的社交、数字和 OTT 频道上发布。
Golf Lives
案例简介：Rap Legend Scarface and Former NFL Player Arian Foster Face Off in Callaway's ‘Golf Lives’ Docuseries VICE Media and The KIMBA Group shed light on unexpected golf lovers in a 3-part branded docuseries. Los Angeles Monday 16 Oct 2017– Callaway Golf presents the epic finale to VICE Media produced series Golf Lives, launching October 16th, which brings together two Houston locals, friends, and bona fide legends on the golf course in a tête-à-tête. Rap icon Scarface and former NFL star Arian Foster built their careers in the studio and on the field, polar opposite worlds indeed, but find common ground on the green. The duo shares an unbridled love of the game and its unique ability to offer an escape from the confines of one’s public identity while allowing for discovery of the individual. As Abdul Foster, kid brother to Arian notes, “For him, golf is becoming one of those places he can go to find himself again.” There is no greater champion of golf’s power to foster connection than Callaway. CMO Harry Arnett remarks, “Golf is the great democratizer of humanity and sports.” Arnett, a huge music fan in his own right, was adamant Scarface came on board for the series to shed light on the game’s broad appeal. “For them, and millions like them, golf is a passion, both inspiring and challenging. We invited Arian and Scarface into our world to share with them our passion for the sport, for perfecting our products, and for the innovative technology that helps players get better, faster.” The viewer follows Scarface and Foster as Callaway experts outfit the pair with a custom set of clubs and immerse them into the brand’s world of product and performance in preparation for a round on their hometown course in Houston. Competitive natures emerge but it’s all in good fun. The defining takeaway is a celebration of the sport and its innate potential to form bonds and foster lifelong relationships. Parts I and II of the popular docuseries were released in October 2016 and 2017 respectively, the first featuring an intimate look into Scarface’s life and love affair with the sport, the second featuring Arian Foster through the lens of a similar, captivating narrative. Director Sarah Rinaldi’s vision to relate the men’s connection to the sport from a uniquely personal perspective was welcomed by Callaway. “They allowed us to establish a character and get to the root of who they are without having to worry about products and brand until it was important to the narrative. That is a real gift because it allows us to create something authentic.” Golf Lives marks a new milestone for the collaborative partnership between Callaway and VICE Media. Prior to the series conception, Callaway worked with Vice Sports to shine the spotlight on some of the brand’s pros like Kevin Kisner, Henrik Stenson, and Michelle Wie, among others. Seeking to relate to their audience in a deeper way, Callaway, together with their long-time agency THE KIMBA Group, ventured into the innovative format of short film with an aim to represent the brand’s aspirational and accessible identity through the eyes of exceptional, highly engaging golf lovers. Rebecca Rosoff, co-founder of The KIMBA Group, acknowledges the leap Callaway is taking to expand its brand recognition by placing itself at the forefront of this new media frontier. “Golf Lives may not be a radical undertaking for an entertainment brand, but for a golf manufacturer whose first focus is developing ground-breaking club technology, a docuseries of this type is a bold statement. It’s a commitment to leading the sport and making golf both available and enticing to people of all skill levels and backgrounds.” VICE conceived the idea of profiling Scarface and Arian Foster in their beloved city of Houston, making the locale itself a crucial character to the story. The series was filmed prior to the devastation wrought by Hurricane Harvey and now serves as not only a love letter to the sport of golf but also to the place both men call home. Part III is set to launch on Callaway's social, digital and OTT channels on October 16th, 2017.
高尔夫生活
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Golf Lives
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