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野兽
案例简介：McCoy在新引擎创意中释放了 “野兽” KP小吃运动 引擎创意公司针对McCoy的最新活动 薯片介绍了 “野兽”，这是一种要求苛刻的生物，其渴望只能通过麦考伊的极端风味来满足。 由Blinkink的约瑟夫·曼 (Joseph Mann) 执导 在日常场景中设置了一系列广告，在这些场景中，一个人在一些令人失望的非常普通的薯片上吃零食，释放出一只毛茸茸的长臂野兽，渴望品尝风味，然后寻找最近的McCoy。 该系列的第一个广告看到了一个女人 在工作中，她的 “野兽” 被带到附近的一家便利店，店主正在那里吃新麦考伊的Peri-Peri火坑。 引擎创意被告知要定位McCoy的 作为一种小吃，可以在许多程度上增加口味，而剩下无聊的薯片。该机构的回应是创造一种必须满足其对风味的渴望的野兽，将品牌强烈风味的真相与意想不到的摩擦结合在一起 一只厚脸皮的野兽生活在我们所有人的内心，他会在渴望真正品味的过程中无所事事。 伊兰·阿金，麦考伊的营销总监， 他说: “我们给ENGINE做了一个简单的简报，以传达这样一个事实，即McCoy's是全口味的，当你需要口味的时候，只有McCoy's才能做到。”在第一阶段，该机构提出了一个具有视觉影响力的想法，“不要否认野兽” McCoy独特的语调，确保我们能够吸引注意力并清晰地传达我们的信息。电视拍摄是在封锁期间进行的，但这是一个无缝的过程，是一个伟大的团队努力，产生了一些令人惊叹的内容，KP小吃的每个人都非常喜欢 引以为豪。” Billy Faithfull，首席创意官 引擎说: “前所未有的 时代要求前所未有的美味酥脆。McCoys总是满足里面的野兽，在这种情况下，这种极端的渴望自然是由我们的野兽的手臂无法确定的长度所代表的，使您远离那一缕酥脆的 出于某种原因，你错误地选择了。” 野兽的喜剧在木偶中。由 约瑟夫将所有内容都放在相机中，能够以自然的自发性提供出色的表现。谈到这个过程，他说...“有些剧本实际上是梦想成真。使这些电影尽可能扎根于现实世界 一切都是用相机拍摄的，几乎没有后期制作。每个长毛茸茸的抓木偶都是作为一个长度超过3米的物理木偶而栩栩如生的!自行车刹车线被用来给每只手赋予其独特的铰接运动。" 该活动针对的是25-44名观众 一岁的 “风味渴望者”，他们在生活中寻求刺激和冒险来打断世俗。这种拨东西的愿望在他们选择的McCoy's中发挥了作用，其各种各样的大而有力的口味。 20秒和10秒的电影正在带头 该活动将在主要的地面和卫星电视频道以及ITV，Sky和All 4上的VOD以及商店附近的OOH地点进行。媒体策划和购买是通过Starcom进行的。 引擎还可以与其他KP零食品牌合作 包括巴特基斯特和波姆熊。
野兽
案例简介：McCoy’s unleashes ‘The Beast’ in new ENGINE Creative campaign for KP Snacks ENGINE Creative’s latest campaign for McCoy’s crisps introduces “The Beast,” a demanding creature whose cravings can only be satisfied by the extreme flavours of McCoy’s. Directed by Blinkink’s Joseph Mann, the series of ads are set in everyday scenarios in which a person snacking on some disappointing very plain crisps unleashes a furry long-armed Beast with a craving for flavour, who seeks out the nearest pack of McCoy’s. The first ad in the series sees a woman at work direct her “Beast” to a nearby convenience store, where the shopkeeper is eating new McCoy’s Peri-Peri Fire Pit. ENGINE Creative was briefed to position McCoy’s as a snack that turns up the taste volume on many levels, leaving the boring crisps behind. The agency’s response was to create a Beast whose craving for flavour must be satisfied, allying the truth of the brand’s intense flavour with the unexpected friction of a cheeky Beast who lives inside all of us, and who will stop at nothing in its craving for real taste. Ilan Arkin, Marketing Controller at McCoy’s, said: “We gave ENGINE a simple brief, to convey the fact that McCoy’s is full-on flavour and that when you need a flavour hit, only McCoy’s will do. At the first stage, the agency presented a visually impactful idea, ‘don’t deny The Beast’ that delivered on McCoy’s unique tone of voice, ensuring we would grab attention and communicate our message clearly. The TV shoot was during lockdown, but was a seamless process and a great team effort that has produced some amazing content that everyone at KP Snacks is very proud of.” Billy Faithfull, Chief Creative Officer at ENGINE said: “ Unprecedented times call for an unprecedentedly flavoursome crisp. McCoys has always satisfied the beast within, and that extreme craving, in this case, is naturally, represented by our beast's arm of an indeterminable length, taking you away from that wisp of a crisp that for some reason you mistakenly chose.” The comedy of the Beast is in the puppet. By keeping everything in-camera, Joseph was able to deliver brilliant performance with natural spontaneity. Speaking about the process, he said... "Some scripts are literally a dream come true. To keep these films feeling as rooted in the real world as possible everything was shot in camera with very little post-production. Each long hairy flavour grabbing puppet was brought to life as a physical puppet measuring over 3m in length! Bicycle brake cables were used to give each hand its characterful articulated movements." The campaign is aimed at an audience of 25-44 year old “flavour cravers” who seek stimulation and adventure in life to punctuate the mundane. This desire to dial things up plays out in their choice of McCoy’s with its whole range of big, punchy flavours. The 20-second and 10-second films are spearheading a campaign that will run on major terrestrial and satellite TV channels, as well as VOD on ITV, Sky and All 4, and in OOH locations close to stores. Media planning and buying is through Starcom. ENGINE also works with other KP Snacks brands including Butterkist and Pom-Bear.
The Beast
案例简介：McCoy在新引擎创意中释放了 “野兽” KP小吃运动 引擎创意公司针对McCoy的最新活动 薯片介绍了 “野兽”，这是一种要求苛刻的生物，其渴望只能通过麦考伊的极端风味来满足。 由Blinkink的约瑟夫·曼 (Joseph Mann) 执导 在日常场景中设置了一系列广告，在这些场景中，一个人在一些令人失望的非常普通的薯片上吃零食，释放出一只毛茸茸的长臂野兽，渴望品尝风味，然后寻找最近的McCoy。 该系列的第一个广告看到了一个女人 在工作中，她的 “野兽” 被带到附近的一家便利店，店主正在那里吃新麦考伊的Peri-Peri火坑。 引擎创意被告知要定位McCoy的 作为一种小吃，可以在许多程度上增加口味，而剩下无聊的薯片。该机构的回应是创造一种必须满足其对风味的渴望的野兽，将品牌强烈风味的真相与意想不到的摩擦结合在一起 一只厚脸皮的野兽生活在我们所有人的内心，他会在渴望真正品味的过程中无所事事。 伊兰·阿金，麦考伊的营销总监， 他说: “我们给ENGINE做了一个简单的简报，以传达这样一个事实，即McCoy's是全口味的，当你需要口味的时候，只有McCoy's才能做到。”在第一阶段，该机构提出了一个具有视觉影响力的想法，“不要否认野兽” McCoy独特的语调，确保我们能够吸引注意力并清晰地传达我们的信息。电视拍摄是在封锁期间进行的，但这是一个无缝的过程，是一个伟大的团队努力，产生了一些令人惊叹的内容，KP小吃的每个人都非常喜欢 引以为豪。” Billy Faithfull，首席创意官 引擎说: “前所未有的 时代要求前所未有的美味酥脆。McCoys总是满足里面的野兽，在这种情况下，这种极端的渴望自然是由我们的野兽的手臂无法确定的长度所代表的，使您远离那一缕酥脆的 出于某种原因，你错误地选择了。” 野兽的喜剧在木偶中。由 约瑟夫将所有内容都放在相机中，能够以自然的自发性提供出色的表现。谈到这个过程，他说...“有些剧本实际上是梦想成真。使这些电影尽可能扎根于现实世界 一切都是用相机拍摄的，几乎没有后期制作。每个长毛茸茸的抓木偶都是作为一个长度超过3米的物理木偶而栩栩如生的!自行车刹车线被用来给每只手赋予其独特的铰接运动。" 该活动针对的是25-44名观众 一岁的 “风味渴望者”，他们在生活中寻求刺激和冒险来打断世俗。这种拨东西的愿望在他们选择的McCoy's中发挥了作用，其各种各样的大而有力的口味。 20秒和10秒的电影正在带头 该活动将在主要的地面和卫星电视频道以及ITV，Sky和All 4上的VOD以及商店附近的OOH地点进行。媒体策划和购买是通过Starcom进行的。 引擎还可以与其他KP零食品牌合作 包括巴特基斯特和波姆熊。
The Beast
案例简介：McCoy’s unleashes ‘The Beast’ in new ENGINE Creative campaign for KP Snacks ENGINE Creative’s latest campaign for McCoy’s crisps introduces “The Beast,” a demanding creature whose cravings can only be satisfied by the extreme flavours of McCoy’s. Directed by Blinkink’s Joseph Mann, the series of ads are set in everyday scenarios in which a person snacking on some disappointing very plain crisps unleashes a furry long-armed Beast with a craving for flavour, who seeks out the nearest pack of McCoy’s. The first ad in the series sees a woman at work direct her “Beast” to a nearby convenience store, where the shopkeeper is eating new McCoy’s Peri-Peri Fire Pit. ENGINE Creative was briefed to position McCoy’s as a snack that turns up the taste volume on many levels, leaving the boring crisps behind. The agency’s response was to create a Beast whose craving for flavour must be satisfied, allying the truth of the brand’s intense flavour with the unexpected friction of a cheeky Beast who lives inside all of us, and who will stop at nothing in its craving for real taste. Ilan Arkin, Marketing Controller at McCoy’s, said: “We gave ENGINE a simple brief, to convey the fact that McCoy’s is full-on flavour and that when you need a flavour hit, only McCoy’s will do. At the first stage, the agency presented a visually impactful idea, ‘don’t deny The Beast’ that delivered on McCoy’s unique tone of voice, ensuring we would grab attention and communicate our message clearly. The TV shoot was during lockdown, but was a seamless process and a great team effort that has produced some amazing content that everyone at KP Snacks is very proud of.” Billy Faithfull, Chief Creative Officer at ENGINE said: “ Unprecedented times call for an unprecedentedly flavoursome crisp. McCoys has always satisfied the beast within, and that extreme craving, in this case, is naturally, represented by our beast's arm of an indeterminable length, taking you away from that wisp of a crisp that for some reason you mistakenly chose.” The comedy of the Beast is in the puppet. By keeping everything in-camera, Joseph was able to deliver brilliant performance with natural spontaneity. Speaking about the process, he said... "Some scripts are literally a dream come true. To keep these films feeling as rooted in the real world as possible everything was shot in camera with very little post-production. Each long hairy flavour grabbing puppet was brought to life as a physical puppet measuring over 3m in length! Bicycle brake cables were used to give each hand its characterful articulated movements." The campaign is aimed at an audience of 25-44 year old “flavour cravers” who seek stimulation and adventure in life to punctuate the mundane. This desire to dial things up plays out in their choice of McCoy’s with its whole range of big, punchy flavours. The 20-second and 10-second films are spearheading a campaign that will run on major terrestrial and satellite TV channels, as well as VOD on ITV, Sky and All 4, and in OOH locations close to stores. Media planning and buying is through Starcom. ENGINE also works with other KP Snacks brands including Butterkist and Pom-Bear.
野兽
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