Visit Britain|短视频|广告营销案例【ADGuider广告指南】

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访问英国

案例简介：执行为了超越通常的旅游活动的表面，我们设计并构建了一个定制的数字平台，让用户能够完全自己控制穿越英国的互动旅程。五部相同的电影在五个不同的英国地点拍摄。平行故事在结构上是相同的，但在细节上却是完全独特的。从口音的差异到地区俚语，地点之间的并排比较是为了展示每个地点之间微妙而明显的差异, 以及整个英国要发现的事物的整体深度和多样性。这种经验可以在多个平台上使用。在移动设备中，用户利用手机的陀螺仪控制他们的旅程。简单地把他们的手机向西带他们去威尔士。把它向北带他们北上高地，等等。为了确保故事的讲述是无缝的，所有五部电影都需要匹配的框架和对话。这一切都是在相机上拍摄的，在现场，没有额外的后期制作或 ADR 用于使电影完美地切割在一起。当用户探索体验时，我们收集了他们最喜欢的地方的实时数据，并就在这些特定地方做什么和住在哪里提供了精心策划的建议。点击这些建议中的任何一个，就可以直接在 Expedia 上预订。活动描述英国是美国人最受欢迎的海外旅游目的地，但大多数游客从未离开伦敦。正因为如此，这个国家感觉熟悉，因此不太令人兴奋。这个想法是为了重新激发旅行者的兴趣，向他们展示一个更广泛和更深入的英国视野。为此，我们拍摄了五部独立的电影，介绍了来自英国各地的五名当地人。每个人都自豪地声称，他们在这个国家的角落是旅行者真正需要去的唯一地方。具有讽刺意味的竞争力是开玩笑的，让人想起美国人喜欢的迷人的英国智慧和幽默。这个想法是围绕让用户在任何地点之间切换，并完全控制他们的旅程而建立的。这也是为了鼓励他们重新观察，每次穿越英国的旅行都感觉与上次略有不同。

访问英国

案例简介：Execution To go beyond the surface of the usual tourism campaign, we designed and built a bespoke digital platform that gave users the ability to control an interactive journey through Britain entirely themselves. Five identical films were shot in five separate British locations. The parallel stories were identical in structure, yet crafted to be completely unique in their details. From the differences in the accents to the regional slang, the side-by-side comparison between locations was crafted to showcase the subtle and stark differences between each of the locations, as well as the overall depth and diversity of things to discover throughout Britain.The experience worked across multiple platforms. In mobile, users controlled their journey utilizing their phone’s gyroscope. Simply turning their phone west took them west to Wales. Turning it north took them north to the Highlands, and so on. To ensure the storytelling was seamless, all five films required matching framing and dialogue. This was all captured in camera, on location, with no additional post-production or ADR utilized to make the films cut together perfectly.While users explored the experience, we gathered live data on the locations they enjoyed most and offered curated recommendations on what to do and where to stay in those specific places. Clicking any of these recommendations took them directly to booking on Expedia. CampaignDescription Great Britain is the most popular overseas travel destination for Americans, yet most visitors never make it outside of London. Because of this, the country feels familiar and therefore somewhat less exciting. The idea was to renew travelers’ interest by showing them both a broader and deeper view into all Britain has to offer. To do so, we shot five separate films that introduced five locals from all over Britain. Each one proudly claimed that their corner of the country was the only place travelers really needed to visit. The ironic competitiveness was intended to be tongue in cheek, reminiscent of the charming British wit and humor Americans love. The idea was built around letting users switch between locations, at any point, and control their journey entirely. This was also meant to encourage them to rewatch, with each trip through Britain feeling slightly different from the last.