How we went beyond for Bausch+Lombby launching their first global campaign out of China?这是面向全球的传播活动，也是我们初创时的第一个项目。接到brief时是还没有疫情的2019年10月，当时我们是如何用”越级“的执行力历经突如其来的疫情完成这个大目标的？We applied our local and global experience to launch this next-generation daily disposable contact lens - Ultra One Day, the ultimate in comfort.在这轮项目中，我们聚焦在“超越舒适”这一全球性的核心信息打造上，匹配其身为博士伦旗舰级隐形眼镜的定位。DESIGNIt all started with the branding, where our new logo design delivered what the category has missed for some time. We gave special prominence to the letter ‘U’, while a strong message of hydration was carried over to all the numerous packaging requirements.从品牌视觉形象开始，我们提炼“ULTRA”的开头字母“U”，与隐形镜片的图形结合，形成核心品牌标识；并通过水的元素，强调产品的水润特质，从视觉层面强化产品的特色，和“水润舒适”的认知。这是同类竞品中无以比拟的。Our design language continued through to a number of communication channels such as: OOH, collaterals, and online by creating a bold new website and banners. 我们将设计语言覆盖到更多传播渠道：OOH、产品宣传手册。一个全新的网站和一系列数字物料。We then summed up our new design philosophy and practice with over 100 pages of Brand Guides to cover every design need.此外，我们用超过100页的品牌规范指南，系统化地梳理了品牌的设计理念和应用方式，以涵盖以后的每一类设计需求。而这份详尽的指南已陆续登录全球不同国家，为上百个不同区域的市场营销提供设计规范。KEY VISUALBut we didn’t stop there. We followed the new look with a defining marketing campaign that represented a new POV for the brand.我们并未就此止步，新的品牌设计是根基，在此基础上，通过崭新的品牌宣言启动了新一轮营销活动。A set of bold consumer portraits setting us apart from the competitors. Once again, rising above the category norms. These striking images aimed at consumers and professional opticians alike, a sophisticated tone that the rest of the media we created followed.和同类品牌单纯呈现产品本身的方式不同，我们在全球市场范围内制作了一系列极具冲击力的以消费者肖像为核心的传播创意，既能在面向消费者的渠道中直白传递超越水润舒适的视觉效果，也能为品牌的渠道商提供抓眼球的店铺宣传物料。VIDEOA brand film was launched and in the age of Covid restrictions, that created few challenges of its own to overcome. Instead of shooting abroad as planned, we went about transforming iconic Shanghai sites and buildings into streets of Europe or settings in America.接着，我们发布了品牌宣传视频。当时新冠在世界肆虐，我们无法按原计划去到国外拍摄，而是通过改造上海的标志性建筑物，使其呈现更具欧洲与美洲特色的环境，满足品牌方国际通用的风格调性与全球发布的需求。没有自然雨，人工大雨说来就来。复古MG很拉风吧～搭建模型耗时费力，最后上镜的模型只是冰山一角！上海展览中心摇身一变，变成绝美的瑜伽工作室The Shanghai Exhibition Centre became a rainy European street or aerial yoga studio, while the Long Museum turned into a modern architectural studio in America.于是，我们将上海展览中心变成了多雨的欧洲街头,和更具欧式风情的瑜伽工作室；上海龙美术馆仿佛成了在美国的国际化建筑设计机构，让取材自中国的摄影地，与面向国际的消费者故事无缝衔接。We went beyond to launch this global 360º campaign so Bausch+Lomb contact lens wearers could go beyond comfort.这项针对全球的全案项目，超越了我们的潜能，超越了众多不可抗因素，超越了消费者对隐形眼镜品类广告的期望。博士伦全新Ultra One day隐形镜片，有需要的小伙伴不妨尝试，可以很负责任地说，它的水润舒适，超越你的想象。品牌方：博士伦代理商：THE WIZ创意合伙人：Tom Shum创意总监：Steve Sorec美术：阿音, Niki, Hana, Peter文案：Steve Sorec客户服务：Clare, Lilian, VekaTVC导演：Julien Ayrault制作：Lunar Films制片：Diana ChewPrint摄影师：Tim Wang        制作：Shoot EM