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泳池小孩
案例简介：媒体支出 原声是 Tam Cooper 创作的原创作品 -- “大胆点” -- 委托现场创作。当库珀看到广告时，他知道音乐必须表达孩子的态度和热情 -- 只有一点点叛逆的天赋。同样重要的是，这个孩子看起来会跟着提示跳舞。库珀花了很多时间尝试节奏，看看什么会奏效。答案是什么？一个高节奏的鼓和低音节拍。库珀故意写了一个两小节的旋律钩来把它带回家，让它在短时间内令人难忘。最棘手的部分是作品的后半部分，它真正关注孩子的动作，所以有很多 “切割和切割” 来让它看起来和听起来自然。 简要解释 这是一个宁静的清晨在游泳池。我们只听到昆虫，过滤器的嗡嗡声，救生员把手蘸下来时发出的涟漪。一个背上绑着鱼翅的小男孩穿过了空的日光浴浴床。突然，宁静被蓬勃发展的、充满活力的鼓和低音配乐打破，促使男孩突然陷入舞蹈狂潮。“人们说我太大声了…… 我一直在聚会!“ 当男孩和救生员眼神接触时，动作就停止了。她俏皮的眼神告诉他，他不需要她的许可。他打出了更多的动作，先是音乐，然后没有音乐 -- 确认节拍都在他的脑海中。当他入水时，我们听到了飞溅声。他像鲨鱼一样游泳。他体现了在阳光下度假的真正精神。“大胆一点。你在度假。" 条目摘要 托马斯 · 库克是欧洲市场 “套餐假期” 的创造者和长期提供商。套餐假期总是帮助更多的人去新的地方度假，充满信心，价格合理。但是今天，套餐假期有一个形象问题。它们通常与廉价交易、可预测的目的地和限制性体验相关。研究还表明，品牌和产品之间几乎没有明显的差异。托马斯 · 库克希望通过重申安全和轻松的核心优势，重新获得领导地位, 同时重新定位套餐假期的 “全包” 性质 -- 从 “无聊的实用程序” 到 “有抱负的服务和护理”。 “我们的想法是，每个人都应该从日常生活的努力和责任中解脱出来;托马斯 · 库克会照顾好一切，而人们会 “放手”，享受假期。
泳池小孩
案例简介：Media Spend The soundtrack is an original composition — “Be Bold” by Tam Cooper — that was commissioned for the spot. When Cooper saw the ad, he knew that the music had to express the kid's attitude and enthusiasm — with just a little bit of rebellious flair. It was also essential that the kid looked to be dancing to the cue. Cooper spent a lot of time experimenting with tempo to see what would work. The answer? A high-tempo drum-and-bass beat. Cooper deliberately wrote a two-bar melodic hook to drive it home and make it memorable in a short space of time. The trickiest part was the second half of the piece, which really focused on the kid’s moves, so there was a lot of “cutting and chopping” to get it to look and sound natural. Brief Explanation It’s a peaceful early morning at the pool. We hear only insects, the hum of the filter and a ripple as the lifeguard dips her hand. A young boy with a shark fin strapped to his back makes his way through the empty sunbeds. Suddenly, the tranquility is broken by a booming, energetic drum-and-bass soundtrack, prompting the boy to break out into a dance frenzy. “People say that I’m too loud… I party all the time!”The action breaks when the boy makes eye contact with the lifeguard. Her playful glance tells him he doesn’t need her permission. He breaks out more moves, first with the music, then without it — confirming the beats are all in his head. We hear the splash as he enters the water. He swims like a shark. He embodies the true spirit of a holiday in the sun. “Be Bold. You’re On Holiday.” Entry Summary Thomas Cook is the creator and long-time provider of “package holidays” in European markets. Package holidays have always helped more people go on holiday (take vacations) in new places, with confidence, and at affordable prices. But today, package holidays have an image problem. They are often associated with cheap deals, predictable destinations and restrictive experiences.Research has also shown there are few perceived differences between brands and offerings. Thomas Cook is looking to re-take a leadership position by reasserting the core benefits of security and ease, while repositioning the “all-in” nature of package holidays — from “boring utility” to “aspirational service and care.” The idea is that everyone deserves a break from the effort and responsibility of their daily lives; Thomas Cook will take care of everything while people “let go” and enjoy themselves on holiday.
Pool Kid
案例简介：媒体支出 原声是 Tam Cooper 创作的原创作品 -- “大胆点” -- 委托现场创作。当库珀看到广告时，他知道音乐必须表达孩子的态度和热情 -- 只有一点点叛逆的天赋。同样重要的是，这个孩子看起来会跟着提示跳舞。库珀花了很多时间尝试节奏，看看什么会奏效。答案是什么？一个高节奏的鼓和低音节拍。库珀故意写了一个两小节的旋律钩来把它带回家，让它在短时间内令人难忘。最棘手的部分是作品的后半部分，它真正关注孩子的动作，所以有很多 “切割和切割” 来让它看起来和听起来自然。 简要解释 这是一个宁静的清晨在游泳池。我们只听到昆虫，过滤器的嗡嗡声，救生员把手蘸下来时发出的涟漪。一个背上绑着鱼翅的小男孩穿过了空的日光浴浴床。突然，宁静被蓬勃发展的、充满活力的鼓和低音配乐打破，促使男孩突然陷入舞蹈狂潮。“人们说我太大声了…… 我一直在聚会!“ 当男孩和救生员眼神接触时，动作就停止了。她俏皮的眼神告诉他，他不需要她的许可。他打出了更多的动作，先是音乐，然后没有音乐 -- 确认节拍都在他的脑海中。当他入水时，我们听到了飞溅声。他像鲨鱼一样游泳。他体现了在阳光下度假的真正精神。“大胆一点。你在度假。" 条目摘要 托马斯 · 库克是欧洲市场 “套餐假期” 的创造者和长期提供商。套餐假期总是帮助更多的人去新的地方度假，充满信心，价格合理。但是今天，套餐假期有一个形象问题。它们通常与廉价交易、可预测的目的地和限制性体验相关。研究还表明，品牌和产品之间几乎没有明显的差异。托马斯 · 库克希望通过重申安全和轻松的核心优势，重新获得领导地位, 同时重新定位套餐假期的 “全包” 性质 -- 从 “无聊的实用程序” 到 “有抱负的服务和护理”。 “我们的想法是，每个人都应该从日常生活的努力和责任中解脱出来;托马斯 · 库克会照顾好一切，而人们会 “放手”，享受假期。
Pool Kid
案例简介：Media Spend The soundtrack is an original composition — “Be Bold” by Tam Cooper — that was commissioned for the spot. When Cooper saw the ad, he knew that the music had to express the kid's attitude and enthusiasm — with just a little bit of rebellious flair. It was also essential that the kid looked to be dancing to the cue. Cooper spent a lot of time experimenting with tempo to see what would work. The answer? A high-tempo drum-and-bass beat. Cooper deliberately wrote a two-bar melodic hook to drive it home and make it memorable in a short space of time. The trickiest part was the second half of the piece, which really focused on the kid’s moves, so there was a lot of “cutting and chopping” to get it to look and sound natural. Brief Explanation It’s a peaceful early morning at the pool. We hear only insects, the hum of the filter and a ripple as the lifeguard dips her hand. A young boy with a shark fin strapped to his back makes his way through the empty sunbeds. Suddenly, the tranquility is broken by a booming, energetic drum-and-bass soundtrack, prompting the boy to break out into a dance frenzy. “People say that I’m too loud… I party all the time!”The action breaks when the boy makes eye contact with the lifeguard. Her playful glance tells him he doesn’t need her permission. He breaks out more moves, first with the music, then without it — confirming the beats are all in his head. We hear the splash as he enters the water. He swims like a shark. He embodies the true spirit of a holiday in the sun. “Be Bold. You’re On Holiday.” Entry Summary Thomas Cook is the creator and long-time provider of “package holidays” in European markets. Package holidays have always helped more people go on holiday (take vacations) in new places, with confidence, and at affordable prices. But today, package holidays have an image problem. They are often associated with cheap deals, predictable destinations and restrictive experiences.Research has also shown there are few perceived differences between brands and offerings. Thomas Cook is looking to re-take a leadership position by reasserting the core benefits of security and ease, while repositioning the “all-in” nature of package holidays — from “boring utility” to “aspirational service and care.” The idea is that everyone deserves a break from the effort and responsibility of their daily lives; Thomas Cook will take care of everything while people “let go” and enjoy themselves on holiday.
泳池小孩
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Pool Kid
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