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
单一信念
案例简介：执行 我们邀请了一对电影合作者 -- 蔡明良和李康生, 他们获得了关注和争议，并赢得了许多国际奖项，回到了他们的第一部电影《西门町 (台北) 》的网站。使用实验表演方法，场景中的人像往常一样四处走动，但演员仍然完全静止。这表达了一个创造性的概念，即尽管他周围的世界正在改变，但他将保持不变。这部商业电影就像一部电影。放映前，播放了一系列预告片，著名电影明星和评论家出席了总理。在西门町，我们甚至建造了台湾第一个 “品尝威士忌的电影院”，这是唯一一个放映这部电影的电影院。我们甚至专门为活动设计电影票和邀请函，并提供威士忌口味的爆米花。每个人都可以品尝各种威士忌，因为他们经历了格伦利维特的 “单一信仰”。 相关性 你看过一部主角根本不动的电影吗？ 或者提供威士忌品尝的电影院？ 在 “单一信仰” 的形成过程中，选择完美的代言人是一个关键的起点。我们结合独特的本土文化和品牌精神，利用电影这个平台，让消费者更容易理解这个概念。在表达方面，使用实验方法和大胆的展示能够与品牌内容建立强有力的联系。这种将电影和威士忌品尝相结合的前所未有的体验让每个人都能体验到格伦利维特的 “单一信念” 和你所有的五种感官。 战略 1.我们采用了格伦利维特著名的特征 “坚持”，发展了 “单一信仰” 的概念。在一个不断变化的时代，敢于不改变需要更多的勇气，也更珍贵。这也是更适合成为深刻品牌精神的东西。我们选择了 “电影”，一个在台湾被讨论和传播的媒体。电影和威士忌都需要时间蒸馏。我们把两者结合起来，邀请每个人一边品尝好威士忌，一边 “品尝” 一部好电影。这次活动是根据电影体验来举办的。它还推出了 “威士忌品尝首映式”, 让观众用所有的感官体验 Glenlivet。3.我们邀请了两位体现品牌精神的电影制作人 -- 蔡明亮和李康生 -- 制作品牌电影。从头到尾，他们坚持自己的创作过程。它们真正体现了格伦利维特永不改变的威士忌酿造精神及其成就。 活动描述 Glenlivet 著名的特点之一是它自 1824年以来从未改变品味。此时，我们与世界国际著名电影导演蔡明亮和李康生合作，拍摄了一部电影《单一信仰》。我们想通过电影《单一信仰》传达李康生的信念，他永远不会改变自己独特的表演方式，也不会受到其他人的影响。更重要的是，我们同时通过电影传达格伦利维特的品牌精神 “一个信念”。 概要 台湾是世界第三大单麦芽威士忌市场，竞争激烈。相对于其竞争对手，格伦利维特威士忌的 “原创” 品牌精神和品牌形象都没有引起消费者的明显共鸣。由于该品牌对 “格伦” 的中文翻译 -- 这对于其他几个品牌来说是一样的，比如格伦莫兰吉、格伦菲迪奇和格伦戈恩) -- 消费者倾向于混淆它们。 glenlivet 是第一款在 1824年获得许可的威士忌。数百年来，它从未改变原有的口味，为单一麦芽威士忌设定了标准，我们想让 Glenlivet 的品牌精神理念更容易为消费者所接受。我们接受了这种 “坚持”，发展了 “单一信仰” 的概念。 结果 1。这部电影在特别的 “格伦利维特威士忌品尝剧院” 独家放映，在台湾各地举行了近 20 场放映。 “有史以来第一次电影威士忌品尝体验” 赢得了主要电影、时尚和精品杂志的报道, 以及来自其他机构和威士忌爱好者的口碑赞扬。这也让消费者更深刻地体验了 Glenlivet 的品牌精神。2。总共播放了近 100 个广告和媒体报道，创造了超过新台币 10 million 元的估计广告/公关价值。3.这个案例已经赢了: 2017 ADFEST 品牌内容和娱乐-格兰德2016 龙溪创意奖-大奖赛，2 枚最佳金牌，4 枚金标 2016 中国 4a 金印奖-大奖赛，4 枚金标 2016 台湾 4a 创意奖-大奖赛，1 枚金牌, 2016 泰晤士报广告大奖大奖赛，2 金
单一信念
案例简介：Execution We invited a pair of film collaborators - Tsai Ming-Liang and Lee Kang-Sheng, who have garnered attention and controversy—and won numerous international awards—to return to the site of their first film, Ximending(Taipei). Using an experimental performance method, the people in the scenes move around as usual, but the actor remains completely stationary. This expresses the creative concept that, although the world is changing around him, he will remain the same. The commercial film was made just like a movie. Before screening, a series of trailers were broadcast, and famous movie stars and critics attended the premier. In Ximending, we even built Taiwan’s first-ever “whisky-tasting cinema”, the only cinema where the film was shown. We even designed movie tickets and invitations especially for the event, and served whisky-flavored popcorn. Everyone could taste a variety of whiskies as they experienced The Glenlivet’s “Single Belief”. Relevancy Have u ever seen a movie where the lead actor doesn’t move at all?or a cinema that offers whisky tasting?In the making of “Single Belief”, choosing the perfect spokesperson was a key starting point. We combined unique local culture and brand spirit, then used the platform of film to make the concept more accessible for consumers. In terms of expression, using an experimental method and bold presentation enabled strong linkage with the brand content.This unprecedented experience combining movies and whisky-tasting allowed everyone to experience the “Single Belief” of The Glenlivet with all your five senses. Strategy 1.We took the Glenlivet's well-known characteristic “insistence” and developed the concept of “Single Belief”. In an age of constant change, daring not to change is something that requires even more courage, and is more precious. It is also something better suited to become a profound brand spirit.2. We chose “film”, a media much discussed and disseminated in Taiwan . Both films and whisky require time to distill. We combined the two, inviting everyone to “taste” a good film while they tasted good whisky. The event was modeled on the cinema experience. It also featured a “whisky-tasting premiere”, allowing the audience to experience The Glenlivet with all senses.3.We invited two filmmakers that embody the brand spirit—Tsai Ming-Liang and Lee Kang-Sheng—to make the brand movie. From beginning to end, they insist on their creative process. They truly epitomize The Glenlivet’s never-changing whisky-making spirit, and its achievement. CampaignDescription One of the Glenlivet’s well-known characteristic is its never change taste since 1824. At this time, we cooperate with world international famous movie director Tsai Ming Liang and Lee Kang Sheng to make a film “Single Belief”. We want to convey Lee Kang Sheng’S belief that he never change his unique way to perform and never be affected by any other’s opinion through the film “Single Belief”. What’s more, we convey the Glenlivet’s brand spirit “one belief” through the film at the same time. Synopsis Taiwan is the world’s No.3 market for single-malt whiskey, and competition is intense. Relative to its competitors, neither The Glenlivet Whisky’s original brand spirit of “Originality”, nor its brand image, resonated clearly with consumers. And because of the brand’s Chinese translation of “Glen” —which was the same for several other brands, such as Glenmorangie, Glenfiddich, and Glengoyn)—consumers tended to mix them up.The Glenlivet was the first whiskey to get licensed in 1824. For hundreds of years, it has never changed the original taste and set the standard for single malt whiskey.We want to make The Glenlivet’s brand spirit concept more accessible for consumers. We took this “insistence” and developed the concept of “Single Belief”. Outcome 1. This film was exclusively shown in special “The Glenlivet Whisky-Tasting Theaters”, with nearly 20 screenings held throughout Taiwan.The “first-ever Movie-whisky-tasting experience” won coverage in major film, fashion, and boutique magazines, as well as word-of-mouth praise from fellow agencies and whisky lovers alike. It also allowed consumers to more profoundly experience The Glenlivet’s brand spirit. 2. Altogether, nearly 100 ads and media reports were broadcast, creating an estimated advertising/PR value of more than NT$10 million.3.This case has won:2017 ADFEST-Branded Content & Entertainment - Grande 2016 LongXi Creative Awards-The Grand Prix,2 Best of the Golds,4 Golds2016 China4A Golden Seal Awards - Grand Prix,4 Gold2016 Taiwan4A Creative Awards - Grand Prix,1Gold,2016 The Times Advertising Awards - Grand Prix,2Gold
Single Belief
案例简介：执行 我们邀请了一对电影合作者 -- 蔡明良和李康生, 他们获得了关注和争议，并赢得了许多国际奖项，回到了他们的第一部电影《西门町 (台北) 》的网站。使用实验表演方法，场景中的人像往常一样四处走动，但演员仍然完全静止。这表达了一个创造性的概念，即尽管他周围的世界正在改变，但他将保持不变。这部商业电影就像一部电影。放映前，播放了一系列预告片，著名电影明星和评论家出席了总理。在西门町，我们甚至建造了台湾第一个 “品尝威士忌的电影院”，这是唯一一个放映这部电影的电影院。我们甚至专门为活动设计电影票和邀请函，并提供威士忌口味的爆米花。每个人都可以品尝各种威士忌，因为他们经历了格伦利维特的 “单一信仰”。 相关性 你看过一部主角根本不动的电影吗？ 或者提供威士忌品尝的电影院？ 在 “单一信仰” 的形成过程中，选择完美的代言人是一个关键的起点。我们结合独特的本土文化和品牌精神，利用电影这个平台，让消费者更容易理解这个概念。在表达方面，使用实验方法和大胆的展示能够与品牌内容建立强有力的联系。这种将电影和威士忌品尝相结合的前所未有的体验让每个人都能体验到格伦利维特的 “单一信念” 和你所有的五种感官。 战略 1.我们采用了格伦利维特著名的特征 “坚持”，发展了 “单一信仰” 的概念。在一个不断变化的时代，敢于不改变需要更多的勇气，也更珍贵。这也是更适合成为深刻品牌精神的东西。我们选择了 “电影”，一个在台湾被讨论和传播的媒体。电影和威士忌都需要时间蒸馏。我们把两者结合起来，邀请每个人一边品尝好威士忌，一边 “品尝” 一部好电影。这次活动是根据电影体验来举办的。它还推出了 “威士忌品尝首映式”, 让观众用所有的感官体验 Glenlivet。3.我们邀请了两位体现品牌精神的电影制作人 -- 蔡明亮和李康生 -- 制作品牌电影。从头到尾，他们坚持自己的创作过程。它们真正体现了格伦利维特永不改变的威士忌酿造精神及其成就。 活动描述 Glenlivet 著名的特点之一是它自 1824年以来从未改变品味。此时，我们与世界国际著名电影导演蔡明亮和李康生合作，拍摄了一部电影《单一信仰》。我们想通过电影《单一信仰》传达李康生的信念，他永远不会改变自己独特的表演方式，也不会受到其他人的影响。更重要的是，我们同时通过电影传达格伦利维特的品牌精神 “一个信念”。 概要 台湾是世界第三大单麦芽威士忌市场，竞争激烈。相对于其竞争对手，格伦利维特威士忌的 “原创” 品牌精神和品牌形象都没有引起消费者的明显共鸣。由于该品牌对 “格伦” 的中文翻译 -- 这对于其他几个品牌来说是一样的，比如格伦莫兰吉、格伦菲迪奇和格伦戈恩) -- 消费者倾向于混淆它们。 glenlivet 是第一款在 1824年获得许可的威士忌。数百年来，它从未改变原有的口味，为单一麦芽威士忌设定了标准，我们想让 Glenlivet 的品牌精神理念更容易为消费者所接受。我们接受了这种 “坚持”，发展了 “单一信仰” 的概念。 结果 1。这部电影在特别的 “格伦利维特威士忌品尝剧院” 独家放映，在台湾各地举行了近 20 场放映。 “有史以来第一次电影威士忌品尝体验” 赢得了主要电影、时尚和精品杂志的报道, 以及来自其他机构和威士忌爱好者的口碑赞扬。这也让消费者更深刻地体验了 Glenlivet 的品牌精神。2。总共播放了近 100 个广告和媒体报道，创造了超过新台币 10 million 元的估计广告/公关价值。3.这个案例已经赢了: 2017 ADFEST 品牌内容和娱乐-格兰德2016 龙溪创意奖-大奖赛，2 枚最佳金牌，4 枚金标 2016 中国 4a 金印奖-大奖赛，4 枚金标 2016 台湾 4a 创意奖-大奖赛，1 枚金牌, 2016 泰晤士报广告大奖大奖赛，2 金
Single Belief
案例简介：Execution We invited a pair of film collaborators - Tsai Ming-Liang and Lee Kang-Sheng, who have garnered attention and controversy—and won numerous international awards—to return to the site of their first film, Ximending(Taipei). Using an experimental performance method, the people in the scenes move around as usual, but the actor remains completely stationary. This expresses the creative concept that, although the world is changing around him, he will remain the same. The commercial film was made just like a movie. Before screening, a series of trailers were broadcast, and famous movie stars and critics attended the premier. In Ximending, we even built Taiwan’s first-ever “whisky-tasting cinema”, the only cinema where the film was shown. We even designed movie tickets and invitations especially for the event, and served whisky-flavored popcorn. Everyone could taste a variety of whiskies as they experienced The Glenlivet’s “Single Belief”. Relevancy Have u ever seen a movie where the lead actor doesn’t move at all?or a cinema that offers whisky tasting?In the making of “Single Belief”, choosing the perfect spokesperson was a key starting point. We combined unique local culture and brand spirit, then used the platform of film to make the concept more accessible for consumers. In terms of expression, using an experimental method and bold presentation enabled strong linkage with the brand content.This unprecedented experience combining movies and whisky-tasting allowed everyone to experience the “Single Belief” of The Glenlivet with all your five senses. Strategy 1.We took the Glenlivet's well-known characteristic “insistence” and developed the concept of “Single Belief”. In an age of constant change, daring not to change is something that requires even more courage, and is more precious. It is also something better suited to become a profound brand spirit.2. We chose “film”, a media much discussed and disseminated in Taiwan . Both films and whisky require time to distill. We combined the two, inviting everyone to “taste” a good film while they tasted good whisky. The event was modeled on the cinema experience. It also featured a “whisky-tasting premiere”, allowing the audience to experience The Glenlivet with all senses.3.We invited two filmmakers that embody the brand spirit—Tsai Ming-Liang and Lee Kang-Sheng—to make the brand movie. From beginning to end, they insist on their creative process. They truly epitomize The Glenlivet’s never-changing whisky-making spirit, and its achievement. CampaignDescription One of the Glenlivet’s well-known characteristic is its never change taste since 1824. At this time, we cooperate with world international famous movie director Tsai Ming Liang and Lee Kang Sheng to make a film “Single Belief”. We want to convey Lee Kang Sheng’S belief that he never change his unique way to perform and never be affected by any other’s opinion through the film “Single Belief”. What’s more, we convey the Glenlivet’s brand spirit “one belief” through the film at the same time. Synopsis Taiwan is the world’s No.3 market for single-malt whiskey, and competition is intense. Relative to its competitors, neither The Glenlivet Whisky’s original brand spirit of “Originality”, nor its brand image, resonated clearly with consumers. And because of the brand’s Chinese translation of “Glen” —which was the same for several other brands, such as Glenmorangie, Glenfiddich, and Glengoyn)—consumers tended to mix them up.The Glenlivet was the first whiskey to get licensed in 1824. For hundreds of years, it has never changed the original taste and set the standard for single malt whiskey.We want to make The Glenlivet’s brand spirit concept more accessible for consumers. We took this “insistence” and developed the concept of “Single Belief”. Outcome 1. This film was exclusively shown in special “The Glenlivet Whisky-Tasting Theaters”, with nearly 20 screenings held throughout Taiwan.The “first-ever Movie-whisky-tasting experience” won coverage in major film, fashion, and boutique magazines, as well as word-of-mouth praise from fellow agencies and whisky lovers alike. It also allowed consumers to more profoundly experience The Glenlivet’s brand spirit. 2. Altogether, nearly 100 ads and media reports were broadcast, creating an estimated advertising/PR value of more than NT$10 million.3.This case has won:2017 ADFEST-Branded Content & Entertainment - Grande 2016 LongXi Creative Awards-The Grand Prix,2 Best of the Golds,4 Golds2016 China4A Golden Seal Awards - Grand Prix,4 Gold2016 Taiwan4A Creative Awards - Grand Prix,1Gold,2016 The Times Advertising Awards - Grand Prix,2Gold
单一信念
暂无简介
Single Belief
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
