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鸡肉x光
案例简介：陪审团的文化/背景信息 肯德基需要证明这样一个事实，即他们的餐厅只使用真实，正宗，优质的鸡肉。 我们确定了两个关键见解: 1. “鸡肉快餐店使用的不是实际的鸡肉，而是加工过的鸡肉酱”。其他竞争对手的鸡肉汉堡和金块产生了直接影响我们产品的负面想法。 2. “广告中的所有图片都经过修改。它们不是真实的 ”。人们知道广告中的视觉代码，并假设他们看到的是假的。 我们把我们的产品带到x射线医疗中心，这样我们就可以拍摄肯德基不同部分的专业射线照片，显示它是真正的骨头上的鸡。我们记录了这一过程，并将这些诊断测试变成了交流部分，将它们放在背光广告牌中，这些广告牌可以用作灯箱，使射线照相栩栩如生。 您的海报/广告牌比6张海报 (1200 x 1800毫米) 大还是小？ 1200x1800格式
鸡肉x光
案例简介：Cultural/Context information for the jury KFC needed to prove the fact that they only use real, authentic, quality chicken in their restaurants. We identified two key insights: 1. “The chicken fast food restaurants use is not actual chicken but a processed chicken paste”. Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affect our product. 2. “All pictures from the ads are modified. They are not real”. People know the visual codes in ads and assume that what they see is fake. We took our product to an X-rays medical center so that we could take professional radiographs of the different pieces of KFC’s fried chicken, showing that it’s actual chicken on the bone. We documented the process and we turned these diagnostic tests into communication pieces, putting them in backlit billboards that worked as light boxes to bring the radiographs to life. Is your poster/billboard is larger or small than a 6 sheet poster (1200 x 1800mm)? 1200x1800 format
Chicken X-Rays
案例简介：陪审团的文化/背景信息 肯德基需要证明这样一个事实，即他们的餐厅只使用真实，正宗，优质的鸡肉。 我们确定了两个关键见解: 1. “鸡肉快餐店使用的不是实际的鸡肉，而是加工过的鸡肉酱”。其他竞争对手的鸡肉汉堡和金块产生了直接影响我们产品的负面想法。 2. “广告中的所有图片都经过修改。它们不是真实的 ”。人们知道广告中的视觉代码，并假设他们看到的是假的。 我们把我们的产品带到x射线医疗中心，这样我们就可以拍摄肯德基不同部分的专业射线照片，显示它是真正的骨头上的鸡。我们记录了这一过程，并将这些诊断测试变成了交流部分，将它们放在背光广告牌中，这些广告牌可以用作灯箱，使射线照相栩栩如生。 您的海报/广告牌比6张海报 (1200 x 1800毫米) 大还是小？ 1200x1800格式
Chicken X-Rays
案例简介：Cultural/Context information for the jury KFC needed to prove the fact that they only use real, authentic, quality chicken in their restaurants. We identified two key insights: 1. “The chicken fast food restaurants use is not actual chicken but a processed chicken paste”. Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affect our product. 2. “All pictures from the ads are modified. They are not real”. People know the visual codes in ads and assume that what they see is fake. We took our product to an X-rays medical center so that we could take professional radiographs of the different pieces of KFC’s fried chicken, showing that it’s actual chicken on the bone. We documented the process and we turned these diagnostic tests into communication pieces, putting them in backlit billboards that worked as light boxes to bring the radiographs to life. Is your poster/billboard is larger or small than a 6 sheet poster (1200 x 1800mm)? 1200x1800 format
鸡肉x光
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Chicken X-Rays
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