Edgars Summer Campaign|短视频,活动|广告营销案例【ADGuider广告指南】

埃德加夏季活动

案例简介：2018 Edgars 夏季活动推出了全新的前卫外观，提供了街头文化的吸引力，并激发了自我表达，这要归功于著名的 Ola!电影导演克里斯 · 桑德斯，以及他全新的商业选角方式。桑德斯有着时尚摄影的背景，他的新鲜、令人回味的作品获得了全球的认可。他在这次活动中与埃德加斯和 VML 南非公司密切合作，继续了公司的品牌重塑过程: “对于这个项目，我真的很想向简报致敬; 他们正在重塑品牌，创造一个更现代、更紧密的埃德加,使一个南非家庭品牌现代化，并使其在时尚领域更加相关。" VML SA 首席创意官瑞安 · 麦克马纳斯说: “作为我们重新将埃德加斯与文化联系起来的长期计划的一部分，我们让克里斯为夏季电影施展他的魔力。" 目标是特定的 -- 创造一种连接的街道美学，它不仅散发着勇气，还创造了一种神奇的现实主义形式。作为回应，桑德斯自己在约翰内斯堡市中心寻找位置，直到他找到了他所需要的画布: “我们将原始的街道壁画作为背景, 模仿屋顶壁画派对空间。这两者都是空中拍摄的简单背景，也是环境中的部分视觉错觉，将观众从背景的纯粹现实中拉离，进入一个新的、更丰富多彩的环境, 埃德加维度。" 桑德斯聘请了约翰内斯堡的摄影师 Andile Phewa，他同时担任该品牌的导演助理和剧照摄影师: “他都指导了我，并帮助我为这个 TVC 找到了不太可能的角色。我们需要的人通常不会在我们的铸件中加入埃德加的简报。" 他们开始与 Maitele Wawe 合作，Wawe 以他的品牌社交市场而闻名，社交市场是时尚界的年轻人聚集在一起交易和炫耀他们的商品的地方。他基本上在他的家乡比勒陀利亚创建并统一了一个社区，随后成为时尚界的音乐家和影响者。结果是一种全新的 TVC 铸造技术。三人组成的团队通过根据个人在社交媒体上的存在 (在 Instagram 和 Facebook 上) 选择个人来推动演员选择, 筛选那些流氓，选择一个已经在外面炫耀自己的演员，不是所有的人都有大量的数字，而是在他们的页面上有正确的内容,展示了一种新的方式来选择一个新的，没有预期的演员。 “从音乐中采取这种方法 -- 伦敦制片人奥克扎普用现场录制的人声做了一个原创配乐! -一直到社交媒体在演员阵容中的存在，我们创造了一种新的、流畅的和动态的方式来创造一个具有相关性和存在的 TVC,包括约翰内斯堡时尚界社区内真正的文化联系和伙伴关系。这是像埃德加这样的品牌需要在 SA 中更经常做的事情。" 麦克马纳斯补充道: “克里斯是一个了不起的天才，也是一个新的导演，他只是想办法把事情做好。我总是对他的手印象深刻，他坚持把事情联系在一起。他以巨大的能量和激情将他人带入他的旅程和愿景。这使得他的创造力具有感染力。能够在飞行中创造并不断适应需要某种自信和无畏.让事情发生，但同时编排它们。 “我们对这次合作非常兴奋，因为这是埃德加斯的一个新开始.这真的只是开始。注意这个空间。小心克里斯的工作。"

埃德加夏季活动

案例简介：The 2018 Edgars Summer campaign has launched with an all-new edgy look that offers a street culture appeal and inspires self-expression, thanks to renowned Ola! Films Director Chris Saunders, and his completely new approach to commercial casting. Hailing from a background in fashion photography, Saunders is globally recognized for his fresh, evocative work. He collaborated closely with Edgars and VML South Africa on this campaign, which continues the company's re-branding process: "For this project I really wanted to honour the brief; they are rebranding and creating a more contemporary, more connected Edgars, modernising a household South African brand and making it even more relevant within the fashion space." VML SA chief creative officer Ryan McManus says: "As part of our long term plan to reconnect Edgars to culture, we brought on Chris to work his magic for the summer films." The goal was specific - to create a connected street aesthetic that didn’t only exude grit but also created a form of magical realism. In response, Saunders himself scouted locations in downtown Johannesburg until he found exactly what he needed as a canvas: "We incorporated original street side murals as backdrops, and mocked-up a rooftop mural party space. This both served as a simple backdrop for an aerial shot, and a partial optical illusion within the environment, pulling the viewer away from the pure reality of the backdrop and into a new, more colourful, Edgars dimension." Saunders engaged Johannesburg photographer Andile Phewa, who acted as both director's assistant and stills photographer for the brand: "He both guided me and helped me get the more unlikely characters for this TVC. We needed people who wouldn’t normally come in for an Edgars brief in our castings." They started by working with Maitele Wawe, known for his brand The Social Market, a spot where young people in the fashion scene meet up to trade and show off their wares. He essentially created and unified a community in his home city, Pretoria, and has subsequently become better known as a musician and influencer in the fashion community. The result was a brand new casting technique for the TVC. The team of three drove the cast selection by selecting individuals based on their social media presence (on both Instagram and Facebook), sifting through the riff raff and choosing a cast that was already out there flaunting themselves, not all with massive numbers but with the right content on their pages, showcasing a new way to select a fresh, un-expected cast. "Taking this approach from the music - an original score with live recorded vocals by London based producer Okzharp! - all the way to the social media presence within the casting, we created a new, fluid and dynamic way to create a TVC with relevance and presence, inclusive of real cultural links and partnerships within the community on the Johannesburg fashion scene. This is something brands like Edgars need to do more often in SA." McManus adds: "Chris is a fantastic talent and a new breed of Director who just finds a way to get things done. I am always impressed with his hands on, stuck in approach to pulling things together. He pulls others into his journey and vision with great energy and passion. And this makes his creativity infectious. Being able to create on the fly and constantly adapt takes a certain kind of confidence and fearlessness... to let things happen, but orchestrate them at the same time. "We are super excited about this collaboration as a new beginning for Edgars... and it really is just the beginning. Watch this space. And watch out for Chris’s work."