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胸部球
案例简介：写一个关于电影中发生的事情的简短总结 我们的Berlei运动电影在程式化的运动场上，在空中飞舞的球上开场。当它向相机旋转时，发现它根本不是运动球，而是实际上是硅的 “胸部球”，它被粉红色的网球拍以慢动作击中。 然后，我们看到多个 “胸部球” 以慢动作反冲，受到各种运动的影响，从网球到健身房，篮球到拳击。它们像真正的运动球一样弹跳，但乳房组织的柔软性和不规则性，这是女性乳房在不同运动中如何不同运动的痛苦隐喻。最后，我们达到了一个超级观众的号召性用语 -- “停止你的胸部玩他们自己的游戏。” 现在有五名女性被曝光，每个人都从事不同的运动，穿着不同的胸罩，然后我们传达出我们的信息，Berlei是 “对运动的最佳支持”。 陪审团的文化/背景信息 澳大利亚的女性运动正在起飞，但女性仍然没有认真对待运动胸罩 (或因戴错胸罩而造成的乳房损伤)。这是因为拥挤的运动胸罩市场充满了相同的时尚广告。 对于Berlei来说，这还不够好，他是澳大利亚运动胸罩的先驱，拥有超过100年的经验，并且是与澳大利亚体育学院正式合作的第一手研究。他们知道女性需要选择运动胸罩不是作为时尚物品，而是选择最重要的运动器材。 为了休克女性这样做; 我们走了一条事实之路，我们的竞选活动基于一点事实-胸部在不同运动中的移动方式不同。但是要与其他大牌 (大预算) 竞争对手竞争，我们需要一些引人注目的和令人难忘的东西，这就是胸部球的出现。
胸部球
案例简介：Write a short summary of what happens in the film Our Berlei Sport film opens on a ball flying through the air in a stylised sports court. As it spins towards camera it’s revealed it is not a sports ball at all, but in fact a silicon ‘boob ball’, which is hit in slow motion by a pink tennis racket. We then see multiple ‘boob balls’ recoiling in slow motion to the impact of various sports, from tennis to gym, basketball to boxing. They bounce like real sports balls but with the softness and irregularity of breast tissue, a painful metaphor for how women’s breasts move differently in different sports. Finally we reach a super that is a call to action to viewers– “stop your boobs playing their own game.” Five women are now revealed, each playing a different sport and wearing a different bra from the range, before resolving with our message, Berlei is ‘The best support for sport.’ Cultural/Context information for the jury Women’s sport in Australia was taking off but women still weren’t taking sports bras (or the breast damage caused by wearing the wrong one) seriously. This was because the overcrowded sports bra market was full of same same fashion advertising. This wasn’t good enough for Berlei who were Australian pioneers in sports bras, with over 100 years experience and first hand research from their official partnership with The Australian Institute of Sport. They knew women needed to select their sports bras not as fashion items but their most important piece of sports equipment. In order to shock women into doing so; we took the factual high road, basing our campaign on a little spoken about fact – that boobs move differently in different sports. But to get cut through against other big name (big budget) competitors, we needed something striking and memorable which is where the boob balls came in.
Boob Balls
案例简介：写一个关于电影中发生的事情的简短总结 我们的Berlei运动电影在程式化的运动场上，在空中飞舞的球上开场。当它向相机旋转时，发现它根本不是运动球，而是实际上是硅的 “胸部球”，它被粉红色的网球拍以慢动作击中。 然后，我们看到多个 “胸部球” 以慢动作反冲，受到各种运动的影响，从网球到健身房，篮球到拳击。它们像真正的运动球一样弹跳，但乳房组织的柔软性和不规则性，这是女性乳房在不同运动中如何不同运动的痛苦隐喻。最后，我们达到了一个超级观众的号召性用语 -- “停止你的胸部玩他们自己的游戏。” 现在有五名女性被曝光，每个人都从事不同的运动，穿着不同的胸罩，然后我们传达出我们的信息，Berlei是 “对运动的最佳支持”。 陪审团的文化/背景信息 澳大利亚的女性运动正在起飞，但女性仍然没有认真对待运动胸罩 (或因戴错胸罩而造成的乳房损伤)。这是因为拥挤的运动胸罩市场充满了相同的时尚广告。 对于Berlei来说，这还不够好，他是澳大利亚运动胸罩的先驱，拥有超过100年的经验，并且是与澳大利亚体育学院正式合作的第一手研究。他们知道女性需要选择运动胸罩不是作为时尚物品，而是选择最重要的运动器材。 为了休克女性这样做; 我们走了一条事实之路，我们的竞选活动基于一点事实-胸部在不同运动中的移动方式不同。但是要与其他大牌 (大预算) 竞争对手竞争，我们需要一些引人注目的和令人难忘的东西，这就是胸部球的出现。
Boob Balls
案例简介：Write a short summary of what happens in the film Our Berlei Sport film opens on a ball flying through the air in a stylised sports court. As it spins towards camera it’s revealed it is not a sports ball at all, but in fact a silicon ‘boob ball’, which is hit in slow motion by a pink tennis racket. We then see multiple ‘boob balls’ recoiling in slow motion to the impact of various sports, from tennis to gym, basketball to boxing. They bounce like real sports balls but with the softness and irregularity of breast tissue, a painful metaphor for how women’s breasts move differently in different sports. Finally we reach a super that is a call to action to viewers– “stop your boobs playing their own game.” Five women are now revealed, each playing a different sport and wearing a different bra from the range, before resolving with our message, Berlei is ‘The best support for sport.’ Cultural/Context information for the jury Women’s sport in Australia was taking off but women still weren’t taking sports bras (or the breast damage caused by wearing the wrong one) seriously. This was because the overcrowded sports bra market was full of same same fashion advertising. This wasn’t good enough for Berlei who were Australian pioneers in sports bras, with over 100 years experience and first hand research from their official partnership with The Australian Institute of Sport. They knew women needed to select their sports bras not as fashion items but their most important piece of sports equipment. In order to shock women into doing so; we took the factual high road, basing our campaign on a little spoken about fact – that boobs move differently in different sports. But to get cut through against other big name (big budget) competitors, we needed something striking and memorable which is where the boob balls came in.
胸部球
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Boob Balls
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