Penguin Classics Radio - 'Green Cover'|音频|广告营销案例【ADGuider广告指南】

企鹅经典电台-“绿色封面”

案例简介：EntrySummary 企鹅经典系列由一些世界上最著名的作家组成。它包括伍尔夫、卡夫卡、托尔斯泰、威尔斯、纳巴科夫、萨特和更多的作品。书的封面很简单，写作也很复杂。它们由两个平面颜色的正方形组成 (每本书的颜色不同)，中间用白色丝带隔开，携带企鹅经典标志装置。独家图书是南非最大的连锁书店。简要解释这个广播广告是独家书籍宣传企鹅经典收藏活动的一部分 -- 一系列以世界上最好的作家为特色的书籍，包装在非常简单的封面上。它想象着弗兰兹 · 卡夫卡如何描述他自己企鹅经典书籍封面的颜色。旨在证明当写作足够好时，你只需要一个普通的封面。 ScriptInEnglish 卡夫卡: 在外面，它是最奇特的颜色。就像独自矗立在佩特林山顶的老橡树的叶子。它的根离水太远了，所以从来没有像你想象的那样茂盛明亮。即使在春天，它也有平淡的基调。它有两个正方形。就像被繁荣包围的树一样，是柔和的颜色吸引了你的注意力。既不引起欢乐也不引起悲伤。比如煮过头的豆子或冷卷心菜汤。安娜: 弗兰兹 · 卡夫卡在普通的绿色封面上，因为有时你只需要文字。企鹅经典收藏。可在全国独家书籍。

企鹅经典电台-“绿色封面”

案例简介：EntrySummary The Penguin Classics Collection is comprised of some of the world's most acclaimed authors. It includes the writing of Woolf, Kafka, Tolstoy, Wells, Nabakov, Satre and more. The covers of the books are as simple as the writing is complex. They are made up of two squares of flat colour (a different colour for each book) separated by a white ribbon in the middle to carry the Penguin Classics logo device.Exclusive Books is South Africa's largest chain of book stores. BriefExplanation This radio commercial is part of a campaign for Exclusive Books to promote the Penguin Classics collection - a series of books featuring some of the world's best writers packaged in very plain covers.It imagines how Franz Kafka might have described the colour of his own Penguin Classics book cover. And aims to demonstrate that when the writing is good enough, a plain cover is all you need. ScriptInEnglish KAFKA:On the outside it is of the most peculiar colour. Like the leaves of the old oak that stands alone near the top of Petrin Hill. It had taken root too far from water and so was never as lush and bright as you would expect of a tree its size. Even in Spring it had an insipid tone. There were two squares of it. And like the tree, surrounded by exuberance, it was the muted colour that would draw your attention. Provoking neither joy nor sorrow. Like overcooked beans or cold cabbage soup. ANNCR: Franz Kafka in the plain green cover, because sometimes words are all you need. The Penguin Classics collection. Available at Exclusive Books nationwide.