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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的同情-行为和思考就像一个真正的足球迷，但也以一种完全真实的方式。自然，创意必须与品牌完全一致。因此，当人们开始相信英格兰确实可以举起世界杯奖杯时，我们发现了一个独特的机会。 行动的触发因素是，受英格兰著名的 “三狮军团” 国歌启发的 “回家了” 模因开始充斥互联网。英国航空公司拥有爱国的许可证，而航空公司存在的核心原因是从字面上运送人们往返于他们的 “家”，因此感觉就像是该品牌的完美选择。 告诉陪审团艺术方向。 真实外观的英国航空公司登机牌采用的工艺类型突出了英国航空公司的最佳广告。详细信息包括乘客 “足球” 的名字，以及计划于周日7月15日18.00离开莫斯科飞往伦敦的航班 (决赛的日期以及我们希望英格兰队离开俄罗斯的时间)。 为了强调我们真正的足球迷资格，我们提供了更多的主题参考，例如向英格兰受欢迎的经理加雷斯·索斯盖特 (Gareth Southgate) 致敬，“大门: 南方” 和球队最后一次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 (受伤52年)，温布利球场邮政编码 (英格兰足球的故乡) 和队长哈里·凯恩 (Harry Kane) 的金靴抱负都有特色。
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的同情-行为和思考就像一个真正的足球迷，但也以一种完全真实的方式。自然，创意必须与品牌完全一致。因此，当人们开始相信英格兰确实可以举起世界杯奖杯时，我们发现了一个独特的机会。 行动的触发因素是，受英格兰著名的 “三狮军团” 国歌启发的 “回家了” 模因开始充斥互联网。英国航空公司拥有爱国的许可证，而航空公司存在的核心原因是从字面上运送人们往返于他们的 “家”，因此感觉就像是该品牌的完美选择。 告诉陪审团艺术方向。 真实外观的英国航空公司登机牌采用的工艺类型突出了英国航空公司的最佳广告。详细信息包括乘客 “足球” 的名字，以及计划于周日7月15日18.00离开莫斯科飞往伦敦的航班 (决赛的日期以及我们希望英格兰队离开俄罗斯的时间)。 为了强调我们真正的足球迷资格，我们提供了更多的主题参考，例如向英格兰受欢迎的经理加雷斯·索斯盖特 (Gareth Southgate) 致敬，“大门: 南方” 和球队最后一次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 (受伤52年)，温布利球场邮政编码 (英格兰足球的故乡) 和队长哈里·凯恩 (Harry Kane) 的金靴抱负都有特色。
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.
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It's Coming Home
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