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Bluesman
案例简介：为什么这项工作与娱乐狮子音乐相关？ 正如一家主要的大众媒体所说，“超越专辑，'布鲁斯曼' 是一个概念”。 在我们所有的通信资产中，我们进行了直接，客观的写作，从黑色到黑色。试图通过 “布鲁斯” 的概念给人一种征服的感觉，这是一种真正的黑色节奏，以当代的方式对话，而不坚持历史文化的失败: 音乐中的认可，经济回报，但社会隔离。 所有的艺术接触点都是为了点燃自尊和归属感而设计的，这象征着黑人文化，并激发了一场黑人个人自认为是 “蓝人” 的全国性运动。 背景 巴西社会背景: 黑人巴西人的收入比白人巴西人少42%。 他们被杀的几率是原来的两倍多. 他们占监狱人口的64%。 并且不到5% 的企业高管。 该国新总统博尔索纳罗在一次公开活动中说，黑人什么都不做。它们甚至对生育没用。 正是在这种背景下，巴科创作了他的第二张专辑 “Bluesman”。布鲁斯是在白人隔离的环境中丰富黑人的第一节奏，所以Baco Exu do Blues采用节奏来大声反对在仍然被奴役的社会中代表种族主义的一切。 为了推出他的专辑，他要求我们扩大它的影响，作为反对制度上的种族主义的表现，这将能够赋予黑人社区权力。 描述创意 关于推广歌曲，我们想用强大的视觉效果和信息引发一场运动。这部8分钟的短片揭示了观众无意识的种族主义。场景拍摄于当地黑人抵抗的象征，演员主要由非洲移民组成，挑衅性的视觉效果重新诠释了历史上白人统治的象征。 光盘的视觉概念是基于黑色和银色之间的相关性。这两种元素的珍贵和纯洁，被强加的屈服所掩盖。银由一种化学元素组成，其特征是珍贵和金属。黑色是所有基本颜色的混合，纯色。尽管有这种纯度，但两者总是被置于它们的对立面之下，即金色和白色。作为抗议，我们在一个社会过程中，从寻求价值和自我认可的过程中，假设了银色和黑色的概念。 描述策略 在我们所有的通信资产中，我们进行了直接，客观的写作，从黑色到黑色。试图通过 “布鲁斯” 的概念给人一种征服的感觉，这是一种真正的黑色节奏，以当代的方式对话，而不坚持历史文化的失败: 音乐中的认可，经济回报，但社会隔离。 所有的艺术接触点都被设计用来激发自尊，呼吁黑人骄傲的行动，这激发了一场全国性的黑人运动，他们认为自己是 “蓝人”。 有了这些积极的视觉信息，巴科 · Exu do Blues获得了数百万新粉丝的同情和爱。 描述执行 由于我们没有媒体预算，我们的战略侧重于为观众创造强大而有意义的感兴趣的话题。该项目在所有Baco Exu do Blues社交媒体平台上启动。数字活动集中在Instagram故事和Facebook帖子上，艺术家解释了音乐短片的每个细节以及专辑和视觉资产的艺术方向背后的概念。摄影使用了混合的设置和治疗方法来使黑色皮肤脱颖而出，无论是在视觉上还是在概念上。摄影场景被认为是对黑人文化的颂歌。把黑人男人和女人放在一起，不是通常的失败者，而是布鲁斯曼: 幸福和自由生活的主角。 描述结果 布鲁斯曼点燃了一场关于制度性种族主义的重要辩论。它标志着黑人文化，并使巴科从说唱音乐的地下发展到音乐的主流。 通过旨在增强黑人自豪感的视觉传达，一场由黑人个人自称为 “蓝调人” 的全国性运动在社交媒体上传播开来。 它以强有力的标题赢得了主流媒体，如 “超越专辑，'布鲁斯曼' 是一个概念”; “它打破了社会强加的对黑暗的刻板印象”; “反对压迫的斗争”; “反对种族主义的爆发”; “击倒对手”; “巴科唤醒了我们” 有了这些关注，布鲁斯曼被滚石杂志评为年度最佳专辑。一个鲜为人知的说唱艺术家的史诗般的成就。自从这次发布以来，他的现场表演在24小时内售罄。 音乐视频赢得了惊人的认可: Vimeo StaffPick，FilmCon和Rio2C巴西最佳音乐视频，并进入柏林音乐奖决赛。
Bluesman
案例简介：Why is this work relevant for Entertainment Lions for Music? As one of the main mass media outlets put it "Beyond an album, ‘Bluesman’ is a concept". In all of our communication assets, we carried direct, objective writing, from black to black. Seeking to give a sensation of conquest through the idea of "Blues", a genuinely black rhythm, dialoguing in a contemporary way, without sticking to historical-cultural failures: recognition in music, financial return, but socially segregated. All of the artistic touch points were design to ignite self-esteem and a sense of belonging that resignified black culture and inspired a nationwide movement of black individuals assuming themselves as “Bluesmen”. Background Brazilian Social Context: Black Brazilians earn 42% less than white Brazilians. They have more than twice the chances of being killed. they make up 64% of the prison population. And are less than 5% of business executives. The country's new president - Bolsonaro - said in a public event that black individuals don't do anything. They're not even useful to procreate. It was in this context that Baco created his second album "Bluesman". The Blues is the first rhythm to enrich the black in a white segregated environment, so Baco Exu do Blues appropriates the rhythm to cry out against everything that represents racism in a society still enslaved. To launch his album, he asked us to amplify its impact as a manifest against the institutional racism that would be able to empower the black community. Describe the creative idea On to of promoting the songs, we wanted to spark a movement using powerful visuals and messages. The 8-minute short film, revealed the unconscious racism within the spectators. Scenes were shot at a local symbol of black resistance, casting was predominantly made of African immigrants and provocative visuals re-interpreted historical white dominance symbols. The visual concept of the disc is based on the correlation between black and silver. The preciousness and purity of the two elements, overshadowed by an imposed submission. Silver consists of a chemical element that is characterized by being precious and metallic. The black color is the blend of all basic colors, the pure color. Despite this purity, both are always placed below their opposites, which are gold and white. In protest, we assumed the concept of silver and black within a social process, from the search for valorization and self-recognition. Describe the strategy In all of our communication assets, we carried direct, objective writing, from black to black. Seeking to give a sensation of conquest through the idea of "Blues", a genuinely black rhythm, dialoguing in a contemporary way, without sticking to historical-cultural failures: recognition in music, financial return, but socially segregated. All of the artistic touch points were designed to ignite self-esteem with a call to action for black pride, which inspired a nationwide movement of black individuals assuming themselves as “Bluesmen”. With this positive visual messages, Baco Exu do Blues gain the empathy and love of millions of new fans. Describe the execution Since we didn’t have media budget, our strategy focused on creating powerful and meaningful topics of interest for the audience. The project was launched in all of Baco Exu do Blues social media platforms. The digital campaign focused on Instagram stories and Facebook posts, where the artist explained every detail of the music short-video and the concept behind the art direction of the album and visual assets. The photography used a mix of settings and treatments to make black skin standout, both in the visual sense but also conceptually. The photography scenes were thought of as an ode to black culture. Placing black men and women, not as the usual underdog, but as Bluesmen: protagonists of a life that’s happy and free. Describe the outcome Bluesman ignited an important debate on institutional racism. It resignified black culture and rocketed Baco from the underground of rap to the mainstream of music. With a visual communication designed to empower the black pride, a nationwide movement of black individuals assuming themselves as “Bluesmen” spread across social media. It gained the mainstream media with powerful headlines like "Beyond an album, ‘Bluesman’ is a concept”; “It breaks the stereotypes of Blackness imposed by society”; “A fight against oppression”; “An outburst against racism”; “A knockout punch”; “Baco has awakened us” With all this attention, Bluesman was recognized as Album of the Year by Rolling Stone. An epic achievement for a little known rap artist. Since this launch, his live shows sell out in 24h. The music video won amazing recognitions: Vimeo StaffPick, Best Music Video at the FilmCon and Rio2C Brazil and it's a finalist on Berlin Music Awards.
Bluesman
案例简介：为什么这项工作与娱乐狮子音乐相关？ 正如一家主要的大众媒体所说，“超越专辑，'布鲁斯曼' 是一个概念”。 在我们所有的通信资产中，我们进行了直接，客观的写作，从黑色到黑色。试图通过 “布鲁斯” 的概念给人一种征服的感觉，这是一种真正的黑色节奏，以当代的方式对话，而不坚持历史文化的失败: 音乐中的认可，经济回报，但社会隔离。 所有的艺术接触点都是为了点燃自尊和归属感而设计的，这象征着黑人文化，并激发了一场黑人个人自认为是 “蓝人” 的全国性运动。 背景 巴西社会背景: 黑人巴西人的收入比白人巴西人少42%。 他们被杀的几率是原来的两倍多. 他们占监狱人口的64%。 并且不到5% 的企业高管。 该国新总统博尔索纳罗在一次公开活动中说，黑人什么都不做。它们甚至对生育没用。 正是在这种背景下，巴科创作了他的第二张专辑 “Bluesman”。布鲁斯是在白人隔离的环境中丰富黑人的第一节奏，所以Baco Exu do Blues采用节奏来大声反对在仍然被奴役的社会中代表种族主义的一切。 为了推出他的专辑，他要求我们扩大它的影响，作为反对制度上的种族主义的表现，这将能够赋予黑人社区权力。 描述创意 关于推广歌曲，我们想用强大的视觉效果和信息引发一场运动。这部8分钟的短片揭示了观众无意识的种族主义。场景拍摄于当地黑人抵抗的象征，演员主要由非洲移民组成，挑衅性的视觉效果重新诠释了历史上白人统治的象征。 光盘的视觉概念是基于黑色和银色之间的相关性。这两种元素的珍贵和纯洁，被强加的屈服所掩盖。银由一种化学元素组成，其特征是珍贵和金属。黑色是所有基本颜色的混合，纯色。尽管有这种纯度，但两者总是被置于它们的对立面之下，即金色和白色。作为抗议，我们在一个社会过程中，从寻求价值和自我认可的过程中，假设了银色和黑色的概念。 描述策略 在我们所有的通信资产中，我们进行了直接，客观的写作，从黑色到黑色。试图通过 “布鲁斯” 的概念给人一种征服的感觉，这是一种真正的黑色节奏，以当代的方式对话，而不坚持历史文化的失败: 音乐中的认可，经济回报，但社会隔离。 所有的艺术接触点都被设计用来激发自尊，呼吁黑人骄傲的行动，这激发了一场全国性的黑人运动，他们认为自己是 “蓝人”。 有了这些积极的视觉信息，巴科 · Exu do Blues获得了数百万新粉丝的同情和爱。 描述执行 由于我们没有媒体预算，我们的战略侧重于为观众创造强大而有意义的感兴趣的话题。该项目在所有Baco Exu do Blues社交媒体平台上启动。数字活动集中在Instagram故事和Facebook帖子上，艺术家解释了音乐短片的每个细节以及专辑和视觉资产的艺术方向背后的概念。摄影使用了混合的设置和治疗方法来使黑色皮肤脱颖而出，无论是在视觉上还是在概念上。摄影场景被认为是对黑人文化的颂歌。把黑人男人和女人放在一起，不是通常的失败者，而是布鲁斯曼: 幸福和自由生活的主角。 描述结果 布鲁斯曼点燃了一场关于制度性种族主义的重要辩论。它标志着黑人文化，并使巴科从说唱音乐的地下发展到音乐的主流。 通过旨在增强黑人自豪感的视觉传达，一场由黑人个人自称为 “蓝调人” 的全国性运动在社交媒体上传播开来。 它以强有力的标题赢得了主流媒体，如 “超越专辑，'布鲁斯曼' 是一个概念”; “它打破了社会强加的对黑暗的刻板印象”; “反对压迫的斗争”; “反对种族主义的爆发”; “击倒对手”; “巴科唤醒了我们” 有了这些关注，布鲁斯曼被滚石杂志评为年度最佳专辑。一个鲜为人知的说唱艺术家的史诗般的成就。自从这次发布以来，他的现场表演在24小时内售罄。 音乐视频赢得了惊人的认可: Vimeo StaffPick，FilmCon和Rio2C巴西最佳音乐视频，并进入柏林音乐奖决赛。
Bluesman
案例简介：Why is this work relevant for Entertainment Lions for Music? As one of the main mass media outlets put it "Beyond an album, ‘Bluesman’ is a concept". In all of our communication assets, we carried direct, objective writing, from black to black. Seeking to give a sensation of conquest through the idea of "Blues", a genuinely black rhythm, dialoguing in a contemporary way, without sticking to historical-cultural failures: recognition in music, financial return, but socially segregated. All of the artistic touch points were design to ignite self-esteem and a sense of belonging that resignified black culture and inspired a nationwide movement of black individuals assuming themselves as “Bluesmen”. Background Brazilian Social Context: Black Brazilians earn 42% less than white Brazilians. They have more than twice the chances of being killed. they make up 64% of the prison population. And are less than 5% of business executives. The country's new president - Bolsonaro - said in a public event that black individuals don't do anything. They're not even useful to procreate. It was in this context that Baco created his second album "Bluesman". The Blues is the first rhythm to enrich the black in a white segregated environment, so Baco Exu do Blues appropriates the rhythm to cry out against everything that represents racism in a society still enslaved. To launch his album, he asked us to amplify its impact as a manifest against the institutional racism that would be able to empower the black community. Describe the creative idea On to of promoting the songs, we wanted to spark a movement using powerful visuals and messages. The 8-minute short film, revealed the unconscious racism within the spectators. Scenes were shot at a local symbol of black resistance, casting was predominantly made of African immigrants and provocative visuals re-interpreted historical white dominance symbols. The visual concept of the disc is based on the correlation between black and silver. The preciousness and purity of the two elements, overshadowed by an imposed submission. Silver consists of a chemical element that is characterized by being precious and metallic. The black color is the blend of all basic colors, the pure color. Despite this purity, both are always placed below their opposites, which are gold and white. In protest, we assumed the concept of silver and black within a social process, from the search for valorization and self-recognition. Describe the strategy In all of our communication assets, we carried direct, objective writing, from black to black. Seeking to give a sensation of conquest through the idea of "Blues", a genuinely black rhythm, dialoguing in a contemporary way, without sticking to historical-cultural failures: recognition in music, financial return, but socially segregated. All of the artistic touch points were designed to ignite self-esteem with a call to action for black pride, which inspired a nationwide movement of black individuals assuming themselves as “Bluesmen”. With this positive visual messages, Baco Exu do Blues gain the empathy and love of millions of new fans. Describe the execution Since we didn’t have media budget, our strategy focused on creating powerful and meaningful topics of interest for the audience. The project was launched in all of Baco Exu do Blues social media platforms. The digital campaign focused on Instagram stories and Facebook posts, where the artist explained every detail of the music short-video and the concept behind the art direction of the album and visual assets. The photography used a mix of settings and treatments to make black skin standout, both in the visual sense but also conceptually. The photography scenes were thought of as an ode to black culture. Placing black men and women, not as the usual underdog, but as Bluesmen: protagonists of a life that’s happy and free. Describe the outcome Bluesman ignited an important debate on institutional racism. It resignified black culture and rocketed Baco from the underground of rap to the mainstream of music. With a visual communication designed to empower the black pride, a nationwide movement of black individuals assuming themselves as “Bluesmen” spread across social media. It gained the mainstream media with powerful headlines like "Beyond an album, ‘Bluesman’ is a concept”; “It breaks the stereotypes of Blackness imposed by society”; “A fight against oppression”; “An outburst against racism”; “A knockout punch”; “Baco has awakened us” With all this attention, Bluesman was recognized as Album of the Year by Rolling Stone. An epic achievement for a little known rap artist. Since this launch, his live shows sell out in 24h. The music video won amazing recognitions: Vimeo StaffPick, Best Music Video at the FilmCon and Rio2C Brazil and it's a finalist on Berlin Music Awards.
Bluesman
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Bluesman
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基本信息
- 广告战役： #Baco Exu do Blues-影视-ec511#
- 广告品牌： Baco Exu Do Blues
- 发布日期： 2000
- 行业领域： 互联网服务 , 文娱/内容
- 媒体类别： 微电影
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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