案例简介：Arla Cravendale发起了 “这不是牛奶” 运动 2019年10月23日伦敦: Arla Cravendale发起了由Wieden Kennedy London发起的新广告活动 “这不是牛奶”，庆祝并非所有牛奶都是平等的。 该活动聚焦于Arla Cravendale的过滤牛奶，使其纯净，持久和美味，并告诉观众Cravendale不是牛奶，而是经过过滤的新鲜牛奶。 在30英尺长的TVC的带领下，竞选活动经历了不同寻常的情况，从一对网球评论员到笨拙的强盗，再到乳白色的硅谷首席执行官，甚至是一只 (熟悉的) 有拇指的猫，各种各样的人反复说 “不是牛奶”。这个由康纳·伯恩 (Conor Byrne) 执导，由《饥饿的人》 (Hungry Man) 制作的景点以一位农民结束，这位农民打破了消费者的格式，他说: “不是牛奶，而是经过过滤的新鲜牛奶。” radio creative采用了不同的方法，利用Cravendale的a milk品牌声称与之相反的事实，通过一位最终喘不过气来的配音艺术家按照错综复杂的法律条款和条件进行演奏。 Arla Cravendale的艾玛·斯坦伯里 (Emma Stanbury) 说: “新的竞选活动庆祝是什么让Arla Cravendale取得了更高的水平; 它被过滤出来是为了纯洁。在整个广告中，我们看到Cravendale在许多不同的场景中都受到追捧，以传达其乳白色的奇妙之处。让开香槟，吹笛的有人吗？" Wieden + Kennedy London创意总监Joe de Souza说: “Cravendale不是牛奶。等等，什么？良好的... 与普遍的看法相反，并非所有牛奶都是平等的。竞选活动称 “这不是牛奶” (但Arla Cravendale的律师建议我们在所有新闻稿中明确表示，Arla Cravendale绝对是牛奶，只是经过过滤的新鲜牛奶)。“

案例简介：Arla Cravendale launches ‘It’s Not Milk’ campaign London, October 23th 2019: Arla Cravendale is launching ‘It’s Not Milk’, a new advertising campaign, created by Wieden+Kennedy London, celebrating that not all milk is created equal. The campaign shines a spotlight on Arla Cravendale’s filtered milk, which makes it pure, longer-lasting and nicer-tasting and tells viewers that Cravendale is not milk, it’s fresh milk that’s filtered for purity. Led by a 30’ TVC, the campaign whizzes through unusual situations where various people, ranging from a pair of tennis commentators to a clumsy robber to a milky silicon valley CEO and even a (familiar) cat with thumbs, repeatedly state ‘IT’S NOT MILK’. The spot, directed by Conor Byrne and produced by Hungry Man, ends on a farmer who breaks the format for consumers saying: “it’s not milk, it’s fresh milk that’s filtered for purity.” The radio creative leads with a different approach, taking advantage of the fact Cravendale’s a milk brand claiming to be the opposite by playing on the convoluted legal terms and conditions, via an eventually breathless voiceover artist. Emma Stanbury, at Arla Cravendale, said: “The new campaign celebrates what makes Arla Cravendale a cut above; that it’s filtered for purity. Throughout the ad we see Cravendale being sought after in lots of different scenarios to convey it’s milky marvelousness. Step aside Champagne, a flute of Cravendale anyone?” Joe de Souza, Creative Director, Wieden+Kennedy London, said: “Cravendale is not milk. Wait, what? Well...contrary to popular belief, not all milk is created equal. The campaign’s called ‘It’s Not Milk’ (but Arla Cravendale’s lawyers have advised us to make it clear in all press releases that Arla Cravendale definitely is milk, just fresh milk that’s been filtered for purity)."

这不是牛奶 | Cravendale It's Not Milk

案例简介：Arla Cravendale发起了 “这不是牛奶” 运动 2019年10月23日伦敦: Arla Cravendale发起了由Wieden Kennedy London发起的新广告活动 “这不是牛奶”，庆祝并非所有牛奶都是平等的。 该活动聚焦于Arla Cravendale的过滤牛奶，使其纯净，持久和美味，并告诉观众Cravendale不是牛奶，而是经过过滤的新鲜牛奶。 在30英尺长的TVC的带领下，竞选活动经历了不同寻常的情况，从一对网球评论员到笨拙的强盗，再到乳白色的硅谷首席执行官，甚至是一只 (熟悉的) 有拇指的猫，各种各样的人反复说 “不是牛奶”。这个由康纳·伯恩 (Conor Byrne) 执导，由《饥饿的人》 (Hungry Man) 制作的景点以一位农民结束，这位农民打破了消费者的格式，他说: “不是牛奶，而是经过过滤的新鲜牛奶。” radio creative采用了不同的方法，利用Cravendale的a milk品牌声称与之相反的事实，通过一位最终喘不过气来的配音艺术家按照错综复杂的法律条款和条件进行演奏。 Arla Cravendale的艾玛·斯坦伯里 (Emma Stanbury) 说: “新的竞选活动庆祝是什么让Arla Cravendale取得了更高的水平; 它被过滤出来是为了纯洁。在整个广告中，我们看到Cravendale在许多不同的场景中都受到追捧，以传达其乳白色的奇妙之处。让开香槟，吹笛的有人吗？" Wieden + Kennedy London创意总监Joe de Souza说: “Cravendale不是牛奶。等等，什么？良好的... 与普遍的看法相反，并非所有牛奶都是平等的。竞选活动称 “这不是牛奶” (但Arla Cravendale的律师建议我们在所有新闻稿中明确表示，Arla Cravendale绝对是牛奶，只是经过过滤的新鲜牛奶)。“

这不是牛奶 | Cravendale It's Not Milk

案例简介：Arla Cravendale launches ‘It’s Not Milk’ campaign London, October 23th 2019: Arla Cravendale is launching ‘It’s Not Milk’, a new advertising campaign, created by Wieden+Kennedy London, celebrating that not all milk is created equal. The campaign shines a spotlight on Arla Cravendale’s filtered milk, which makes it pure, longer-lasting and nicer-tasting and tells viewers that Cravendale is not milk, it’s fresh milk that’s filtered for purity. Led by a 30’ TVC, the campaign whizzes through unusual situations where various people, ranging from a pair of tennis commentators to a clumsy robber to a milky silicon valley CEO and even a (familiar) cat with thumbs, repeatedly state ‘IT’S NOT MILK’. The spot, directed by Conor Byrne and produced by Hungry Man, ends on a farmer who breaks the format for consumers saying: “it’s not milk, it’s fresh milk that’s filtered for purity.” The radio creative leads with a different approach, taking advantage of the fact Cravendale’s a milk brand claiming to be the opposite by playing on the convoluted legal terms and conditions, via an eventually breathless voiceover artist. Emma Stanbury, at Arla Cravendale, said: “The new campaign celebrates what makes Arla Cravendale a cut above; that it’s filtered for purity. Throughout the ad we see Cravendale being sought after in lots of different scenarios to convey it’s milky marvelousness. Step aside Champagne, a flute of Cravendale anyone?” Joe de Souza, Creative Director, Wieden+Kennedy London, said: “Cravendale is not milk. Wait, what? Well...contrary to popular belief, not all milk is created equal. The campaign’s called ‘It’s Not Milk’ (but Arla Cravendale’s lawyers have advised us to make it clear in all press releases that Arla Cravendale definitely is milk, just fresh milk that’s been filtered for purity)."

暂无简介

这不是牛奶 | Cravendale It's Not Milk

暂无简介