本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
分享你的礼物
案例简介：为什么这项工作与娱乐相关？ 作为一个行业，我们不仅与其他广告甚至与其他广告客户竞争。在注意力经济中，我们正在与文化和其他一切竞争，争夺我们的观众。挑战不仅仅是把人们无法分类的新事物放在世界上，还要确保它们持续下去，更重要的是，工作。“分享你的礼物” 是商业、短片还是音乐视频？还是以上所有？娱乐狮子应该是对建立品牌和企业的大而巧妙的想法的庆祝，所有这些想法都与 “分享你的礼物” 有关。 背景 在过去的三年里，所有票房最高的电影中有三分之一是续集或翻拍的。自90年代以来，创造力得分一直在下降。随着研究人员发现7/10人没有发挥他们的创造潜力，有一件事是明确的: 创造力受到威胁。但是，苹果公司认为创造力推动了世界的前进。这就是为什么在假期期间，该品牌希望向各地的创作者发出鼓舞人心的信息。 描述创意 苹果一直相信真正创造力的力量，有激情的人可以让世界变得更好。因此，在假期期间，我们向各地的创作者发出了鼓舞人心的信息。我们制作了一部动画短片，结合了实用的缩影和数字动画，被称为 “分享你的礼物” -- 一个现代童话故事，讲述了一个名叫索非亚的年轻女子的故事，以及她寻找勇气把自己放在那里的旅程。16岁的音乐艺术家Billie Eillish为这部电影创作了一首原创曲目，在13个国家/地区排名第一。 描述策略 两个关键观察的交集导致了普遍的洞察力-每个创造性表达的行为，无论大小，都需要自信。首先，研究表明，除了十分之七的人觉得自己没有发挥自己的创造潜力外，十分之七的人也与冒名顶替综合症作斗争。创作者通常会对自己进行第二次猜测，并需要自我信念才能将想法带入世界。然而，竞争对手错过了这一现实，他们描绘了任何人都很容易发挥创造力，而忽略了阻碍创作者的恐惧。其次，我们注意到这种对网络行为缺乏信心。虽然今天有几个平台让表达和分享想法变得更容易，但人们仍然很难把自己放在那里; 例如，如果年轻人的喜欢次数少于预期，则删除他们的Instagram帖子。于是，苹果的战略视角诞生了: 创造力需要勇气。 描述执行情况 从最初的配乐到电影技术本身，电影的每个方面都被用作激发创造力的一种方式。使用如此精心制作，劳动密集型工艺 (结合了详细的手工缩影和数字动画) 制作电影的最大挑战是制作时间。我们只有14周的时间来制作一部164第二部动画电影，其质量与世界上最好的动画工作室相当，但只有他们时间表的一小部分。我们的制作团队由26名制造商，现场动作团队的50人，17名动画师和后期制作团队的80人组成。他们完成了一些令人印象深刻的数字: 560个微型面包，164个面包盒，15种发型，7个索非亚的详细服装，13个复活节彩蛋，+ 160个实用建筑和8套手工制作，其中最大的一个相当于半个篮球场。 描述结果 在短短几天内，这部电影和Billie Eilish的歌曲都成为文化的一部分，在世界各地的数十种出版物中都提到了这一点，同时在YouTube上有机地成为全球排名第一的趋势。到今年年底，它获得了超过1.5亿个完成的观看次数，包括Hulu，Youtube，Facebook，Twitter，微信和apple.com等平台。“出来玩” 成为13个国家的头号歌曲，并在Apple Music和Spotify上获得了1.19亿多个流。Billie现在在音乐会期间将这部电影作为场景的一部分，每次她现场表演这首歌时，都会在她身后的大屏幕上播放。而且，最重要的是，该活动启发了世界各地的创意人士发布自己的作品，其中包括1300多个封面视频和数千件受在线人物启发的艺术品。
分享你的礼物
案例简介：Why is this work relevant for Entertainment? As an industry, we are not merely in competition with other ads or even with other advertisers. We are in competition with culture and everything else vying for our audience in the attention economy. The challenge isn’t only to put new things in the world that people can’t classify, but to make sure they last and more importantly, work. Is “Share Your Gifts” a commercial, short film or music video? Or all of the above? Entertainment Lions should be a celebration of big, artful ideas that build brands and businesses, all of which are relevant to “Share your Gifts.” Background Over the last 3 years, a third of all top-grossing movies have been sequels or remakes. Creativity scores have been in decline since the 90’s. And with researchers finding that 7/10 people aren’t acting on their creative potential, one thing is clear: creativity is under threat. However, Apple believes that creativity moves the world forward. Which is why, during the holiday season, the brand wanted to send an inspiring message aimed at creators everywhere. Describe the creative idea Apple has always believed in the power of true creativity and that people with passion can change the world for the better. So, during the holiday season we sent an inspiring message aimed towards creators everywhere. We created an animated short film, crafted using a combination of practical miniatures and digital animation, called “Share Your Gifts” - a modern day fairytale that tells the story of a young woman named Sofia and her journey towards finding the courage to put herself out there. Billie Eillish, a 16-year old music artist, created an original track for the film that catapulted to the number one song in 13 countries. Describe the strategy The intersection of two key observations led to the universal insight that— every act of creative expression, big or small, takes self-belief. Firstly, in addition to seven out of ten people feeling that they’re not living up to their creative potential, research showed— that seven out of ten also battle with imposter syndrome. Creators often second-guess themselves and need self-belief to get there ideas out into the world. Yet competitors had missed this reality by portraying how easy it is for anyone to be creative, while neglecting the fears that hold creators back. Secondly, we noticed this lack of confidence in online behavior. While there are several platforms today that make it easier to express and share ideas, people still struggle with putting themselves out there; for example, youth delete their Instagram posts if they have fewer likes than expected. Thus, Apple’s strategic perspective was born: Creativity requires courage. Describe the execution From the original score to the film technique itself, every aspect of the film was used as a way to inspire creativity. The biggest challenge in making a film using such a meticulously crafted, labor intensive process that combined detailed handmade miniatures and digital animation was production time. We had only 14 weeks to produce a 164 second animated film with quality on par with the best animation studios in the world, but with only a fraction of their schedule. Our production team consisted of 26 fabricators, 50+ people on the live action team, 17 animators, and 80+ people on the post-production team. They accomplished some impressive numbers: 560 miniature loaves of bread, 164 bakery boxes, 15 hairstyles, 7 detailed outfits for Sofia, 13 easter eggs, +160 practical buildings, and 8 handmade sets, the largest of which was equivalent to half a basketball court in size. Describe the outcome In just a few days, both the film and Billie Eilish song became a part of culture, mentioned in dozens of publications around the world while organically trending top #1 globally on YouTube. By the end of the year, it got over 150 million completed views counting platforms such as Hulu, Youtube, Facebook, Twitter, WeChat and apple.com. “Come out and play” became the number one song in 13 countries and got over 119 million streams on Apple Music and Spotify. Billie now uses the film as part of the set during her concerts, playing it on big screens behind her every time she performs the song live. And, most importantly, the campaign inspired creatives around the world to post their own creations, with over 1300 cover videos and thousands of pieces of art inspired by the characters posted online.
Share Your Gifts
案例简介：为什么这项工作与娱乐相关？ 作为一个行业，我们不仅与其他广告甚至与其他广告客户竞争。在注意力经济中，我们正在与文化和其他一切竞争，争夺我们的观众。挑战不仅仅是把人们无法分类的新事物放在世界上，还要确保它们持续下去，更重要的是，工作。“分享你的礼物” 是商业、短片还是音乐视频？还是以上所有？娱乐狮子应该是对建立品牌和企业的大而巧妙的想法的庆祝，所有这些想法都与 “分享你的礼物” 有关。 背景 在过去的三年里，所有票房最高的电影中有三分之一是续集或翻拍的。自90年代以来，创造力得分一直在下降。随着研究人员发现7/10人没有发挥他们的创造潜力，有一件事是明确的: 创造力受到威胁。但是，苹果公司认为创造力推动了世界的前进。这就是为什么在假期期间，该品牌希望向各地的创作者发出鼓舞人心的信息。 描述创意 苹果一直相信真正创造力的力量，有激情的人可以让世界变得更好。因此，在假期期间，我们向各地的创作者发出了鼓舞人心的信息。我们制作了一部动画短片，结合了实用的缩影和数字动画，被称为 “分享你的礼物” -- 一个现代童话故事，讲述了一个名叫索非亚的年轻女子的故事，以及她寻找勇气把自己放在那里的旅程。16岁的音乐艺术家Billie Eillish为这部电影创作了一首原创曲目，在13个国家/地区排名第一。 描述策略 两个关键观察的交集导致了普遍的洞察力-每个创造性表达的行为，无论大小，都需要自信。首先，研究表明，除了十分之七的人觉得自己没有发挥自己的创造潜力外，十分之七的人也与冒名顶替综合症作斗争。创作者通常会对自己进行第二次猜测，并需要自我信念才能将想法带入世界。然而，竞争对手错过了这一现实，他们描绘了任何人都很容易发挥创造力，而忽略了阻碍创作者的恐惧。其次，我们注意到这种对网络行为缺乏信心。虽然今天有几个平台让表达和分享想法变得更容易，但人们仍然很难把自己放在那里; 例如，如果年轻人的喜欢次数少于预期，则删除他们的Instagram帖子。于是，苹果的战略视角诞生了: 创造力需要勇气。 描述执行情况 从最初的配乐到电影技术本身，电影的每个方面都被用作激发创造力的一种方式。使用如此精心制作，劳动密集型工艺 (结合了详细的手工缩影和数字动画) 制作电影的最大挑战是制作时间。我们只有14周的时间来制作一部164第二部动画电影，其质量与世界上最好的动画工作室相当，但只有他们时间表的一小部分。我们的制作团队由26名制造商，现场动作团队的50人，17名动画师和后期制作团队的80人组成。他们完成了一些令人印象深刻的数字: 560个微型面包，164个面包盒，15种发型，7个索非亚的详细服装，13个复活节彩蛋，+ 160个实用建筑和8套手工制作，其中最大的一个相当于半个篮球场。 描述结果 在短短几天内，这部电影和Billie Eilish的歌曲都成为文化的一部分，在世界各地的数十种出版物中都提到了这一点，同时在YouTube上有机地成为全球排名第一的趋势。到今年年底，它获得了超过1.5亿个完成的观看次数，包括Hulu，Youtube，Facebook，Twitter，微信和apple.com等平台。“出来玩” 成为13个国家的头号歌曲，并在Apple Music和Spotify上获得了1.19亿多个流。Billie现在在音乐会期间将这部电影作为场景的一部分，每次她现场表演这首歌时，都会在她身后的大屏幕上播放。而且，最重要的是，该活动启发了世界各地的创意人士发布自己的作品，其中包括1300多个封面视频和数千件受在线人物启发的艺术品。
Share Your Gifts
案例简介：Why is this work relevant for Entertainment? As an industry, we are not merely in competition with other ads or even with other advertisers. We are in competition with culture and everything else vying for our audience in the attention economy. The challenge isn’t only to put new things in the world that people can’t classify, but to make sure they last and more importantly, work. Is “Share Your Gifts” a commercial, short film or music video? Or all of the above? Entertainment Lions should be a celebration of big, artful ideas that build brands and businesses, all of which are relevant to “Share your Gifts.” Background Over the last 3 years, a third of all top-grossing movies have been sequels or remakes. Creativity scores have been in decline since the 90’s. And with researchers finding that 7/10 people aren’t acting on their creative potential, one thing is clear: creativity is under threat. However, Apple believes that creativity moves the world forward. Which is why, during the holiday season, the brand wanted to send an inspiring message aimed at creators everywhere. Describe the creative idea Apple has always believed in the power of true creativity and that people with passion can change the world for the better. So, during the holiday season we sent an inspiring message aimed towards creators everywhere. We created an animated short film, crafted using a combination of practical miniatures and digital animation, called “Share Your Gifts” - a modern day fairytale that tells the story of a young woman named Sofia and her journey towards finding the courage to put herself out there. Billie Eillish, a 16-year old music artist, created an original track for the film that catapulted to the number one song in 13 countries. Describe the strategy The intersection of two key observations led to the universal insight that— every act of creative expression, big or small, takes self-belief. Firstly, in addition to seven out of ten people feeling that they’re not living up to their creative potential, research showed— that seven out of ten also battle with imposter syndrome. Creators often second-guess themselves and need self-belief to get there ideas out into the world. Yet competitors had missed this reality by portraying how easy it is for anyone to be creative, while neglecting the fears that hold creators back. Secondly, we noticed this lack of confidence in online behavior. While there are several platforms today that make it easier to express and share ideas, people still struggle with putting themselves out there; for example, youth delete their Instagram posts if they have fewer likes than expected. Thus, Apple’s strategic perspective was born: Creativity requires courage. Describe the execution From the original score to the film technique itself, every aspect of the film was used as a way to inspire creativity. The biggest challenge in making a film using such a meticulously crafted, labor intensive process that combined detailed handmade miniatures and digital animation was production time. We had only 14 weeks to produce a 164 second animated film with quality on par with the best animation studios in the world, but with only a fraction of their schedule. Our production team consisted of 26 fabricators, 50+ people on the live action team, 17 animators, and 80+ people on the post-production team. They accomplished some impressive numbers: 560 miniature loaves of bread, 164 bakery boxes, 15 hairstyles, 7 detailed outfits for Sofia, 13 easter eggs, +160 practical buildings, and 8 handmade sets, the largest of which was equivalent to half a basketball court in size. Describe the outcome In just a few days, both the film and Billie Eilish song became a part of culture, mentioned in dozens of publications around the world while organically trending top #1 globally on YouTube. By the end of the year, it got over 150 million completed views counting platforms such as Hulu, Youtube, Facebook, Twitter, WeChat and apple.com. “Come out and play” became the number one song in 13 countries and got over 119 million streams on Apple Music and Spotify. Billie now uses the film as part of the set during her concerts, playing it on big screens behind her every time she performs the song live. And, most importantly, the campaign inspired creatives around the world to post their own creations, with over 1300 cover videos and thousands of pieces of art inspired by the characters posted online.
分享你的礼物
暂无简介
Share Your Gifts
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
