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鸡肉x射线
案例简介：陪审团的文化/背景信息 肯德基需要证明这样一个事实，即他们只在餐馆里使用真正的、正宗的、优质的鸡肉。 我们确定了两个关键见解: 1. “快餐店使用的鸡肉不是实际的鸡肉，而是加工过的鸡肉酱”。其他竞争对手的鸡肉汉堡和鸡块产生了直接影响我们产品的负面想法。 2. “广告中的所有图片都被修改了。它们不是真实的 ”。人们知道广告中的视觉代码，并认为他们看到的是假的。 我们将我们的产品带到x射线医疗中心，以便我们可以拍摄肯德基炸鸡的不同片的专业x光片，显示它是骨头上的实际鸡肉。我们记录了这个过程，并将这些诊断测试转化为通信部分，将它们放入背光广告牌中，作为灯箱，使射线照片栩栩如生。 你的海报/广告牌比6张海报 (1200 x 1800毫米) 大还是小？ 1200x1800格式
鸡肉x射线
案例简介：Cultural/Context information for the jury KFC needed to prove the fact that they only use real, authentic, quality chicken in their restaurants. We identified two key insights: 1. “The chicken fast food restaurants use is not actual chicken but a processed chicken paste”. Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affect our product. 2. “All pictures from the ads are modified. They are not real”. People know the visual codes in ads and assume that what they see is fake. We took our product to an X-rays medical center so that we could take professional radiographs of the different pieces of KFC’s fried chicken, showing that it’s actual chicken on the bone. We documented the process and we turned these diagnostic tests into communication pieces, putting them in backlit billboards that worked as light boxes to bring the radiographs to life. Is your poster/billboard is larger or small than a 6 sheet poster (1200 x 1800mm)? 1200x1800 format
Chicken X-Rays
案例简介：陪审团的文化/背景信息 肯德基需要证明这样一个事实，即他们只在餐馆里使用真正的、正宗的、优质的鸡肉。 我们确定了两个关键见解: 1. “快餐店使用的鸡肉不是实际的鸡肉，而是加工过的鸡肉酱”。其他竞争对手的鸡肉汉堡和鸡块产生了直接影响我们产品的负面想法。 2. “广告中的所有图片都被修改了。它们不是真实的 ”。人们知道广告中的视觉代码，并认为他们看到的是假的。 我们将我们的产品带到x射线医疗中心，以便我们可以拍摄肯德基炸鸡的不同片的专业x光片，显示它是骨头上的实际鸡肉。我们记录了这个过程，并将这些诊断测试转化为通信部分，将它们放入背光广告牌中，作为灯箱，使射线照片栩栩如生。 你的海报/广告牌比6张海报 (1200 x 1800毫米) 大还是小？ 1200x1800格式
Chicken X-Rays
案例简介：Cultural/Context information for the jury KFC needed to prove the fact that they only use real, authentic, quality chicken in their restaurants. We identified two key insights: 1. “The chicken fast food restaurants use is not actual chicken but a processed chicken paste”. Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affect our product. 2. “All pictures from the ads are modified. They are not real”. People know the visual codes in ads and assume that what they see is fake. We took our product to an X-rays medical center so that we could take professional radiographs of the different pieces of KFC’s fried chicken, showing that it’s actual chicken on the bone. We documented the process and we turned these diagnostic tests into communication pieces, putting them in backlit billboards that worked as light boxes to bring the radiographs to life. Is your poster/billboard is larger or small than a 6 sheet poster (1200 x 1800mm)? 1200x1800 format
鸡肉x射线
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Chicken X-Rays
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