Phoenix Opens CLIOS|短视频|广告营销案例【ADGuider广告指南】

凤凰打开 CLIOS

案例简介：凤凰打开 CLIOS 上周，在美国自然历史博物馆，CLIOs 吸引了众多业内重量级人物。凤凰城的高能动画图形和商业蒙太奇拉开了 2012 颁奖典礼的序幕。这个序列，只是为事件的外观而创建的少数视频和图形中的一个, 是凤凰传媒集团全面宣传活动的一部分，该活动为该行业的顶级颁奖典礼注入了新的活力。 “我们想让 CLIOs 变得大胆，” 凤凰城创始人/EP 克里斯 · 菲尼克斯说。“这些奖项本质上是广告界一年中最重要的夜晚，我们想要一种与格莱美奖和奥斯卡奖相匹配的令人敬畏的视觉美学。" “CLIO 奖比以往任何时候都更好，每年都证明这是广告的奥斯卡; 这与我们的供应商凤凰制作有很大关系，” CLIO 执行董事妮可 · 珀塞尔补充道。“这是他们第二年计划和执行颁奖典礼的各个方面，包括剧本创作。他们继续超越我们的期望，为我们的客人提供难忘的体验，我们期待着明年举办另一场精彩的演出。" 凤凰城紧随其后的是他们备受推崇的中央电视台活动，CLIO 颁奖典礼开幕，这是一个由 grand 、 gold 、 silver 和 bronze CLIO 获奖者组成的快速横截面, 无缝地将几十个点编织成一个推进的视觉叙事。通过一些巧妙的编辑，一个广告中的角色似乎在追逐，欢呼, 和其他商业广告中的角色做斗争 -- 这是一个强调年度进入者的共同线索的技巧，同时强调他们的多样性。制片人科林 · 埃利奥特指出: “这场演出需要为整个仪式定下基调。”。“我认为对于这些观众来说，看到他们的作品与其他作品并列会很有趣。让他们笑，震撼和激励，用有趣、有趣和引人注目的图像戏弄他们，应该是一个伟大的庆祝活动的开始。" 十几个视觉刺激的 CG 石板和循环，在舞台上播放，LED 柱子作为整个节目的背景，补充了开放。玻璃碎片聚集在空间和光线的动态背景中，融合在 CLIO 标志的大胆金属字体中。高级艺术总监杰夫 · 曼指出: “创意是基于对 CLIO 标志本身的真正近距离观察。”。“反射碎片是从这个创作过程中产生的，然后有了自己的意义，这就是 CLIO 奖是伟大作品的展示, 对广告业最优秀部分的总结和反映。字体是反映和戏剧性的，引用了奖项本身，同时也展示了优雅的力量。" 尽管与主持奖项的琼 · 里弗斯和其他获得荣誉的顶尖人才、摄影师安妮 · 莱博维茨和作家/厨师安东尼 · 波登合作，但出席的观众更广泛, 超过 900 人 -- 比去年 CLIOs 的大约 500 名与会者急剧增加 -- 凤凰最渴望参与。“当你面对地球上最关键、最有创造力的人群时，你必须尽你所能吸引他们的注意力，娱乐他们, 凤凰说。“很难给这些人留下深刻印象。如果我们能激起他们的好奇心，或者让他们认为 '这很有趣'，那么我们就完成了我们的工作。"

凤凰打开 CLIOS

案例简介：Phoenix Opens CLIOS The CLIOs dazzled a captivated audience of industry heavyweights at the American Museum of Natural History last week. A high energy animated motion graphic and commercial montage from Phoenix kicked off the 2012 award ceremony. This sequence, just one of a handful of videos and graphics created for the look of the event, was part of a comprehensive campaign from Phoenix Media Group that injected new energy into the industry's premier award show. "We wanted to make the CLIOs bold," stated Phoenix Founder/EP Chris Phoenix. "The awards amount to what is essentially the most important evening of the year for the advertising world, and we wanted a formidable visual aesthetic that matches those of the Grammys and the Academy Awards." "The CLIO Awards are better than ever and each year proving that it is the Oscars of Advertising; this has much to do with our vendor Phoenix Productions," added CLIO Executive Director Nicole Purcell. "This has been the second year that they planned and executed every aspect of production for the awards ceremony, including script writing. They continue to surpass our expectations and provide a memorable experience for our guests and we look forward to putting on another spectacular show next year." Phoenix followed their highly regarded CCTV campaign with the CLIO Awards Show Open which was a rapid-fire cross section of grand, gold, silver and bronze CLIO winners, seamlessly weaving dozens of spots into a propulsive visual narrative. With a bit of clever editing, characters from one commercial appear to chase after, cheer for, and do battle against characters in other commercials-a trick that serves to emphasize the common threads running through the year's entrants while highlighting their diversity. "The show open needed to set the tone for the entire ceremony," noted Producer Colin Elliott. "I think for this audience, it can be fun to see their work juxtaposed with other pieces. To get them to laugh, to jolt and energize, and to tease them with playful, entertaining and compelling images is what should kick off a great celebration." A dozen visually stimulating CG slates and loops, which played on the stage and LED columns as backdrop throughout the show, complemented the open. Glass shards flock through a dynamic backdrop of space and light, coalescing into the bold, metallic lettering of the CLIO logo. "The creative was based around getting a really close view of the CLIO logo itself," noted Senior Art Director Jeff Man. "The reflective shards came out of this creative process and then took on their own meaning, which is that the CLIO Awards is a showcase of great work, a summation and reflection of the finest parts of the advertising industry. The lettering is reflective and dramatic to reference the awards themselves while also asserting an elegant strength." Despite working with Joan Rivers who hosted the awards and other top talent receiving honors, photographer Annie Leibovitz and author/chef Anthony Bourdain among them, it was the wider audience in attendance, over 900 people—a sharp increase from about 500 attendees at last year's CLIOs—that Phoenix was most eager to engage. "When you're in front of one of the most critical and creative groups of people on the planet, you have to do everything in your power to get their attention and entertain them," stated Phoenix. "It's difficult to impress these people. If we can pique their curiosity or make them think 'That was interesting' then we've done our job."