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科鲁贾升空
案例简介：概要 Super Bock与音乐和艺术的关系密切。超级博克对城市艺术的承诺在国家创意产业奖和超级博克超级摇滚等活动中显而易见，该节日与失败者Farh 021.3建立了合作伙伴关系。博达洛二世。现在是时候让它变得更深了。新品牌CORUJA是做这件事的正确机会。简报很清楚。让CORUJA推出公共和城市艺术以及葡萄牙艺术家的投资平台。通过2020，该平台将激励葡萄牙公共和城市艺术的发展，作为社会表现形式和文化发展的重要因素。在这三年中，该品牌将实施多项举措，其中多项与9位艺术家合作，并以价值10 k的公共艺术奖支持新的国家人才。 战略 葡萄牙和其他更成熟的市场的消费者越来越寻求多样性。自2010年以来，这种多样性一直由国家手工啤酒品牌提供 (最终2016年为90)。一个24-35岁的自由主义者的精明消费者，在寻找同时代，而不会忘记其根源。不是传统的，关注发生的一切，总是醒着，寻找丰富他的新体验。竞选活动的目的是引起人们对发现超级博克·科鲁贾啤酒的多样性的好奇心，定位为创造力和自由思考的灵感和推动者。 相关性 这是一项运动，违背了品牌准则的惯例，并在一个想法和符号 (艺术家和动物) 上建立了银行，而不是一个特定的品牌徽标，以使其具有社会影响力而不仅仅是外观。这项运动冒着向品牌提出建议的风险，而不是简单的商业方式来销售啤酒，而是一项为期3年的艺术品投资计划。一项基于实时虚构叙事的活动通过社交媒体传播，所有学科-艺术，插图，设计，广告，特技，数字，运动，展览。 结果 2个月内销售年度目标的40%。汤姆广告知名度超过葡萄牙所有啤酒品牌，除了两个主要的品牌知名度超过葡萄牙所有啤酒品牌，除了两个主要的市场份额超过主要竞争对手的1%-自2016年5月与我们于2017年3月推出以来运营。新科鲁贾啤酒的即时影响和意识在两周后售罄，发布热门帖子-仅葡萄牙FB VID - 808 686 k R - 567 k V - 2.2 k L FB VID 2 - 538 348 k R - 490 k V - 4.4 k L INSTA VID - 204 763 V - 3043 L 执行 在葡萄牙进行了为期3个月，为期6个阶段的活动，从1月后期开始4月 “Coruja-艺术家”-一位城市艺术家通过接管其户外活动来回应品牌发布。基于通过社交媒体传播的实时虚构叙事的运动。9位艺术家10人街头船员70插图800干预-粘贴，涂鸦，贴纸9艺术作品1展览9瓶子标签9户外运动主题6电影4动画艺术插图设计广告: 电影，户外，收音机，MB特技/激活-粘贴，贴纸，graffitti数字运动事件和环境 运动描述 CORUJA为葡萄牙的艺术品牌参与奠定了新的基础，并刷新了传统和老式的啤酒交流。我们把这次发布会作为对城市艺术的致敬，并宣布了一项为期3年的投资计划。虚构的叙述在 “CORUJA艺术家” 和CORUJA品牌之间造成了冲突，以此将品牌引入所需性能的领域。插图和艺术品将成为所有CORUJA交流的基础。我们首先雇佣了9位顶级艺术家。这些画了大约70只不同的猫头鹰。啤酒推出前2个月，我们发明了 “CORUJA”-一位新艺术家，他开始在葡萄牙绘画和粘贴这些不同的猫头鹰插图，并在社交网络上发表他的作品，产生了巨大的影响。然后，我们发起了传统啤酒运动，宣布了一款同名啤酒。。冲突是造成的。
科鲁贾升空
案例简介：Synopsis Super Bock's relationship with music and art is close. Super Bock's commitment to Urban Art is evident at events such as the National Creative Industries Award and Super Bock Super Rock, a festival that has enjoyed partnerships with the Underdogs, Farh 021.3. and Bordallo II. The time has come to make it even deeper.The new brand CORUJA was the right opportunity to do it. The briefing was clear. Make the CORUJA launch the investment platform in public and urban art and in Portuguese artists. By 2020, this platform will motivate the development of Public and Urban Art in Portugal as a social manifestation and an important factor for cultural development. Throughout these three years, the brand will implement a number of initiatives, several in collaboration with the 9 artists, and also support the new national talents with a Public Art Award worth 10 k. Strategy Consumers in Portugal, and other more mature markets, are increasingly looking for diversity.Since 2010 this diversity has been delivered by national artisanal beer brands (+90 at the end of 2016). A 24-35 liberal savyy consumer, in search of contemporaneity, without forgetting its roots.Not conventional, attentive to everything that happens, always awake , looking for new experiences that enrich him The objective of the campaign was to generate curiosity for the discovery of the diversity of Super Bock CORUJA beers, positioning as an inspiration and promoter of creativity and free thinking. Relevancy This a campaign that defies conventions on brand guidelines and banks on an idea and a symbol - an artist and an animal - not a specific brand logo to make it known for its social impact rather than only its looks . A campaign that takes the risk of proposing to a brand not a simple commercial approach to selling a beer but a 3 year investment plan in art. A campaign based on a real-time fictional narrative spread through social media that all disciplines – art, illustration, design, advertising, stunt, digital , motion, exhibition. Outcome 40% of sales annual objective in 2 months. TOM ad awareness surpassing all beer brands in Portugal, except for the 2 main ones Brand awareness surpassing all beer brands in Portugal, except for the 2 main ones Volume Market share surpassing main competitor on 1 percentual point – operating since May 2016 vs our launch in March 2017. Immediate impact & awareness of new coruja beer Sell out first week launch TOP POSTS AFTER 2 WEEKS – PORTUGAL ONLY FB VID - 808 686 k R - 567 k V - 2.2 k L FB VID 2 - 538 348 k R - 490 k V - 4.4 k L INSTA VID - 204 763 V - 3043 L Execution A 3 month, 6 Phase campaign in Portugal, running from late January to April “Coruja - the artist” – a urban artists responds to a brand launch with a take over its outdoors. A campaign based on a real-time fictional narrative spread through social media. 9 artists 10 person street crew 70 illustrations 800 interventions –paste-ups, graffiti, stickers 9 art pieces 1 exhibition 9 bottle labels 9 outdoor campaign themes 6 movies 4 animations Art Illustration Design Advertising: Film, Outdoor, Radio, MB Stunt / Activation - paste ups, stickers, graffitti Digital Motion Event and Environments CampaignDescription CORUJA sets new ground for brand involvement with art in Portugal and to refresh traditional and old school beer communication. We made this launch a tribute to urban art and an announcement of a 3 year investment program. A fictional narrative that created a conflict between the "CORUJA Artist" and the CORUJA brand as a way to introduce the brand into the territory of desired performance. The illustration and artwork will be the basis of all CORUJA communication . We started by hiring 9 top artists. And these drew about 70 different owls. 2 months before the launch of Beer we invented "CORUJA" - a new artist who began to paint and paste these different owl illustrations in Portugal and to publish his work on social networks with great impact. Then we launched the traditional beer campaign that announced a beer with the same name. . The conflict was created.
Coruja Lift Off
案例简介：概要 Super Bock与音乐和艺术的关系密切。超级博克对城市艺术的承诺在国家创意产业奖和超级博克超级摇滚等活动中显而易见，该节日与失败者Farh 021.3建立了合作伙伴关系。博达洛二世。现在是时候让它变得更深了。新品牌CORUJA是做这件事的正确机会。简报很清楚。让CORUJA推出公共和城市艺术以及葡萄牙艺术家的投资平台。通过2020，该平台将激励葡萄牙公共和城市艺术的发展，作为社会表现形式和文化发展的重要因素。在这三年中，该品牌将实施多项举措，其中多项与9位艺术家合作，并以价值10 k的公共艺术奖支持新的国家人才。 战略 葡萄牙和其他更成熟的市场的消费者越来越寻求多样性。自2010年以来，这种多样性一直由国家手工啤酒品牌提供 (最终2016年为90)。一个24-35岁的自由主义者的精明消费者，在寻找同时代，而不会忘记其根源。不是传统的，关注发生的一切，总是醒着，寻找丰富他的新体验。竞选活动的目的是引起人们对发现超级博克·科鲁贾啤酒的多样性的好奇心，定位为创造力和自由思考的灵感和推动者。 相关性 这是一项运动，违背了品牌准则的惯例，并在一个想法和符号 (艺术家和动物) 上建立了银行，而不是一个特定的品牌徽标，以使其具有社会影响力而不仅仅是外观。这项运动冒着向品牌提出建议的风险，而不是简单的商业方式来销售啤酒，而是一项为期3年的艺术品投资计划。一项基于实时虚构叙事的活动通过社交媒体传播，所有学科-艺术，插图，设计，广告，特技，数字，运动，展览。 结果 2个月内销售年度目标的40%。汤姆广告知名度超过葡萄牙所有啤酒品牌，除了两个主要的品牌知名度超过葡萄牙所有啤酒品牌，除了两个主要的市场份额超过主要竞争对手的1%-自2016年5月与我们于2017年3月推出以来运营。新科鲁贾啤酒的即时影响和意识在两周后售罄，发布热门帖子-仅葡萄牙FB VID - 808 686 k R - 567 k V - 2.2 k L FB VID 2 - 538 348 k R - 490 k V - 4.4 k L INSTA VID - 204 763 V - 3043 L 执行 在葡萄牙进行了为期3个月，为期6个阶段的活动，从1月后期开始4月 “Coruja-艺术家”-一位城市艺术家通过接管其户外活动来回应品牌发布。基于通过社交媒体传播的实时虚构叙事的运动。9位艺术家10人街头船员70插图800干预-粘贴，涂鸦，贴纸9艺术作品1展览9瓶子标签9户外运动主题6电影4动画艺术插图设计广告: 电影，户外，收音机，MB特技/激活-粘贴，贴纸，graffitti数字运动事件和环境 运动描述 CORUJA为葡萄牙的艺术品牌参与奠定了新的基础，并刷新了传统和老式的啤酒交流。我们把这次发布会作为对城市艺术的致敬，并宣布了一项为期3年的投资计划。虚构的叙述在 “CORUJA艺术家” 和CORUJA品牌之间造成了冲突，以此将品牌引入所需性能的领域。插图和艺术品将成为所有CORUJA交流的基础。我们首先雇佣了9位顶级艺术家。这些画了大约70只不同的猫头鹰。啤酒推出前2个月，我们发明了 “CORUJA”-一位新艺术家，他开始在葡萄牙绘画和粘贴这些不同的猫头鹰插图，并在社交网络上发表他的作品，产生了巨大的影响。然后，我们发起了传统啤酒运动，宣布了一款同名啤酒。。冲突是造成的。
Coruja Lift Off
案例简介：Synopsis Super Bock's relationship with music and art is close. Super Bock's commitment to Urban Art is evident at events such as the National Creative Industries Award and Super Bock Super Rock, a festival that has enjoyed partnerships with the Underdogs, Farh 021.3. and Bordallo II. The time has come to make it even deeper.The new brand CORUJA was the right opportunity to do it. The briefing was clear. Make the CORUJA launch the investment platform in public and urban art and in Portuguese artists. By 2020, this platform will motivate the development of Public and Urban Art in Portugal as a social manifestation and an important factor for cultural development. Throughout these three years, the brand will implement a number of initiatives, several in collaboration with the 9 artists, and also support the new national talents with a Public Art Award worth 10 k. Strategy Consumers in Portugal, and other more mature markets, are increasingly looking for diversity.Since 2010 this diversity has been delivered by national artisanal beer brands (+90 at the end of 2016). A 24-35 liberal savyy consumer, in search of contemporaneity, without forgetting its roots.Not conventional, attentive to everything that happens, always awake , looking for new experiences that enrich him The objective of the campaign was to generate curiosity for the discovery of the diversity of Super Bock CORUJA beers, positioning as an inspiration and promoter of creativity and free thinking. Relevancy This a campaign that defies conventions on brand guidelines and banks on an idea and a symbol - an artist and an animal - not a specific brand logo to make it known for its social impact rather than only its looks . A campaign that takes the risk of proposing to a brand not a simple commercial approach to selling a beer but a 3 year investment plan in art. A campaign based on a real-time fictional narrative spread through social media that all disciplines – art, illustration, design, advertising, stunt, digital , motion, exhibition. Outcome 40% of sales annual objective in 2 months. TOM ad awareness surpassing all beer brands in Portugal, except for the 2 main ones Brand awareness surpassing all beer brands in Portugal, except for the 2 main ones Volume Market share surpassing main competitor on 1 percentual point – operating since May 2016 vs our launch in March 2017. Immediate impact & awareness of new coruja beer Sell out first week launch TOP POSTS AFTER 2 WEEKS – PORTUGAL ONLY FB VID - 808 686 k R - 567 k V - 2.2 k L FB VID 2 - 538 348 k R - 490 k V - 4.4 k L INSTA VID - 204 763 V - 3043 L Execution A 3 month, 6 Phase campaign in Portugal, running from late January to April “Coruja - the artist” – a urban artists responds to a brand launch with a take over its outdoors. A campaign based on a real-time fictional narrative spread through social media. 9 artists 10 person street crew 70 illustrations 800 interventions –paste-ups, graffiti, stickers 9 art pieces 1 exhibition 9 bottle labels 9 outdoor campaign themes 6 movies 4 animations Art Illustration Design Advertising: Film, Outdoor, Radio, MB Stunt / Activation - paste ups, stickers, graffitti Digital Motion Event and Environments CampaignDescription CORUJA sets new ground for brand involvement with art in Portugal and to refresh traditional and old school beer communication. We made this launch a tribute to urban art and an announcement of a 3 year investment program. A fictional narrative that created a conflict between the "CORUJA Artist" and the CORUJA brand as a way to introduce the brand into the territory of desired performance. The illustration and artwork will be the basis of all CORUJA communication . We started by hiring 9 top artists. And these drew about 70 different owls. 2 months before the launch of Beer we invented "CORUJA" - a new artist who began to paint and paste these different owl illustrations in Portugal and to publish his work on social networks with great impact. Then we launched the traditional beer campaign that announced a beer with the same name. . The conflict was created.
科鲁贾升空
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Coruja Lift Off
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基本信息
- 广告战役： #Super Bock-网络-e688#
- 广告品牌： Super Bock
- 发布日期： 2000
- 行业领域： 饮品/饮料/冲饮 , 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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