Dungeons & Dragons|微电影|广告营销案例【ADGuider广告指南】

龙与地下城

案例简介：雷诺提出: “龙与地下城” 在新战役中的回归沟通行动依赖于概念 “离开不可能的背后” 在巴西推出Kwid局外人，紧凑型SUV的新版本 2019年5月29日圣保罗-在过去的三十年中，巴西人最受欢迎的动画系列之一，“龙与地下城” 吸引了整整一代人在电视上观看一群朋友的日常冒险-汉克，希拉，戴安娜，鲍比，eric和Presto-在幻想领域中经历魔法和危险的冒险，同时试图找到回家的方法。在世界其他任何地方，该系列都没有像巴西那样成功，巴西是一个 “龙与地下城” 播出很长时间的国家，甚至赢得了原始粉丝的孩子，侄子和侄女的心。 1998年与巴西人保持着联系，当雷诺在巴西开设第一家工厂时，雷诺决定将这份礼物赠予 “龙与地下城” 的粉丝，并提供好莱坞的现场表演。在DPZ & T为推出雷诺Kwid局外人而创建的活动中，这种超级产品已经在播出。交流动作提出了 “把不可能留在后面” 的概念，与 “龙与地下城” 的冒险进行了比较。 “我们推出了Outsider版本，以庆祝紧凑型SUV的成功，这为消费者在设计，安全性，连接性和燃油经济性方面提供了另一种选择。根据汽车自己的名字，我们想到了在流行文化的宇宙中以最好的方式将Kwid局外人融入竞选活动中。在 “龙与地下城” 的案例中，我们有一系列已经成为该国的一种现象，但没有其他品牌探索其在巴西广告中的潜力。雷诺是第一个这样做的公司。“。雷诺巴西市场总监Federico Goyret表示。在互联网上泄露了商业广告的制作图像后，雷诺和DPZ & T与巴西主要的电影，娱乐和流行文化网站Omelete建立了前所未有的合作伙伴关系。结果，该策略通过门户网站向前推进，该门户网站显示雷诺是动画系列回归的幕后黑手，泄露的预告片和海报很可能是推出期待已久的电影的策略的一部分美国电影业。由西贡制作并由Vellas导演的真人表演在靠近玻利维亚和智利边界的阿根廷拍摄，保留了动画的所有代码，但由于制作是2D的，因此请注意不要使制作幼稚。《指环王》，《霍比特人》和《权力的游戏》是为该运动带来当代面貌的灵感来源，从演员到角色的表演，甚至服装的制作以及后期制作工作，以构成dragon Tiamat，Uni和令人恐惧的Venger。史诗般的配乐是由纽约的一个乐团录制的。随着资深演员奥兰多·德拉蒙德的回归，配音的特别亮点。他再次发出了恶棍Venger的声音，就像巴西整整一代人一样。在这里看电影。 “这是一场充满情感成分的运动，因为它直接影响巴西人的情感记忆。我们正在检索人们喜欢的系列，并将角色变成血肉之躯。Kwid局外人将成为这次冒险的主角。受娱乐业的启发，该活动依靠值得电影发布的策略，包括后台内容的嗡嗡声，海报，戏弄，预告片，当然还有首映式。”DPZ & T的CCO Rafael Urenha肯定。

龙与地下城

案例简介：RENAULT PRESENTS: THE RETURN OF “DUNGEONS & DRAGONS” IN A NEW CAMPAIGN Communication action relies on the concept “Leave the Impossible Behind” for the launching of Kwid Outsider in Brazil, the new version of the compact SUV São Paulo, May 29th, 2019 – One of brazilians’ most beloved animated series throughout the last three decades, “Dungeons & Dragons” got an entire generation hooked on watching, on TV, the daily adventures of a group of friends - Hank, Sheila, Diana, Bobby, Eric and Presto - following their adventures through enchantments and dangers in a fantasy realm, while attempting to find a way to get back home. In no other place in the world did the series become as successful as in Brazil, a country where “Dungeons & Dragons” was on the air for quite a long time, even winning over the hearts of children, nephews and nieces of the original fans. Having remained in constant connection with brazilians since 1998, when it inaugurated its first factory in Brazil, Renault decided to bestow this gift on the fans of “Dungeons & Dragons”, with a live action worthy of Hollywood. In a campaign created by DPZ&T for the launching of Renault Kwid Outsider, this super production is already on the air. The communication action presents the concept “Leave the Impossible Behind”, which draws a comparison with the adventures of “Dungeons & Dragons”. “We launched the Outsider version to celebrate the success of the compact SUV, which gives the consumer another option in terms of design, safety, connectivity and fuel economy. And based on the car’s own name, we thought of contextualizing the Kwid Outsider in the campaign in the best way possible within the universe of pop culture. In the case of “Dungeons & Dragons”, we had a series that had become a phenomenon in the country, but no other brand explored its potential in brazilian advertising. Renault is the first one to do so.” states Federico Goyret, marketing director for Renault Brazil. After production images of the commercial leaked on the internet, Renault and DPZ&T joined forces in an unprecedented partnership with Omelete, the main movie, entertainment and pop culture site in Brazil. As a consequence, the strategy moved forward with a portal which revealed that Renault was behind the return of the animated series, divulging trailers and posters that could very well have been part of a strategy for the launching of a much-awaited movie from the american film industry. Filmed in Argentina, close to the borders of Bolivia and Chile, the live action produced by Saigon and directed by Vellas, preserved all the codes of the animation, but was careful not to infantilize the production, since it was done in 2D. Lord of the Rings, The Hobbit and Game of Thrones were sources of inspiration for bringing a contemporary aspect to the campaign, from casting to the characters’ acting and even the elaboration of costumes and the post-production work in composing the dragon Tiamat, Uni and the feared Venger. The epic soundtrack was recorded by an orchestra in New York. A special highlight for the dubbing, with the return of veteran actor Orlando Drummond. He once more does the voice of the villain, Venger, in the exact way that marked an entire generation in Brazil. Watch the film here. “This is a campaign with a big sentimental component since it directly affects brazilians’ emotional memory. We are retrieving a series that people love and turning the characters into flesh and blood. And the Kwid Outsider will be the protagonist of this adventure. Inspired in the entertainment industry, the campaign counts on a strategy worthy of a movie launch, including buzz with backstage content, posters, teasers, trailers and, of course, the big premiere.” Affirms Rafael Urenha, CCO of DPZ&T.