Amazon Fashion Week Tokyo 2017 S/S Opening Act|海报/平面|广告营销案例【ADGuider广告指南】

亚马逊时装周东京 2017 S/S 开幕表演

案例简介：活动描述开幕式是以 “盒子” 为主题设计的，因为它象征着在线邮购品牌。表演使用了 125 个实际的盒子，音乐和视频最初只是为了这次表演而创作的。投影到盒子墙上的视频以及盒子的打开和关闭本身是使用计算机系统完美同步的。这是一个非常复杂的执行，成功地展示了一个新的投影映射水平。概要在日本，亚马逊与时尚没有什么联系，亚马逊时尚也没有多少品牌意识。但从 2017SS 系列开始，亚马逊成为东京时装周的主要赞助商，开始全面进军时尚市场。它的目标是在时装周的第一天举办开幕式，为时装业盛大揭幕。执行在表参道山 (活动地点) 的空间 O 的一面墙上，放置了 125 个实际盒子，作为投影测绘表演的 “屏幕”。投影到盒子上的视频和盒子本身是为了传达一种期待感，以及亚马逊时尚将给时尚行业带来的许多惊喜。表演的设计很简单，但是复杂而完美的同步执行成功地给时尚专业人士和时尚达人的艺术鉴赏力留下了深刻的印象。战略这场表演是在 2017SS 东京时装周开幕招待会上作为一次唯一的开幕表演进行的。大约。来自时尚界的 600 位受邀嘉宾以及时尚名人观看了演出。会场的一面墙被 125 个实际盒子覆盖，以强调 “盒子” 的主题，并在以后的表演中使用。盒子与投影映射投影到它们上的视频完美同步移动，创造了一种不同于以前经历过的有影响力的视觉错觉。这场表演让观众印象深刻，亚马逊时尚将把技术带到时尚行业，并在时尚行业专业人士和时尚人士的心目中牢固树立品牌。结果这一表现成功地建立了在线零售商巨头亚马逊对进入时尚市场的认真态度，并传达了该品牌从 “0” (或 “创造”) 中创造 “1” 的概念 “什么都没有”, “0” 和 “1” 也代表了品牌的数字方面)。品牌增值:通过设计以数字和模拟融合为主题的性能，我们能够让品牌感觉更容易接近，同时也给它一个 “尖端” 的形象。 reach/文化影响: 表演不仅有助于激励品牌，还有助于激发整个东京时装周活动,这是挣扎着感觉新鲜和令人兴奋的。对简短的成就: 客户对性能能够给品牌带来的创新形象非常满意。

亚马逊时装周东京 2017 S/S 开幕表演

案例简介：CampaignDescription The opening performance was designed around the theme of “box,” as it symbolizes the online mail order brand. The performance used 125 actual boxes, and music and video were originally created just for this single performance. The video projected onto the wall of boxes and the opening and shutting of the boxes themselves were perfectly synched using a computer system. It was a highly complex execution that successfully demonstrated a new level of projection mapping. Synopsis In Japan, Amazon is little associated with fashion, and there is not much brand awareness for Amazon Fashion. But by becoming the main sponsor of Tokyo Fashion Week starting from the 2017SS Collection, Amazon began a full-fledged effort to enter the fashion market. It aimed for a grand unveiling of the brand to the fashion industry by hosting an opening ceremony on the first day of Fashion Week. Execution On one wall of Space O in Omotesando Hills (the venue of the event), 125 actual boxes were placed to serve as the “screen” for the projection mapping performance. The video projected onto the boxes and the boxes themselves were designed to convey a sense of anticipation and the many surprises that Amazon Fashion will be bringing to the fashion industry. The design of the performance was simple, but the complex and perfectly synchronized execution successfully impressed the artistically discerning audience of fashion professionals and fashionistas. Strategy The performance was executed as a once-only opening performance during the opening reception of Tokyo Fashion Week 2017SS. Approx. 600 invited guests from the fashion industry as well as celebrity fashionistas saw the performance. One wall of the venue was covered in 125 actual boxes to emphasize the theme of “box” and to be used later for the performance. The boxes moved in perfect synch with the video projected onto them with projection mapping, creating an impactful visual illusion unlike anything that’s been experienced before. The performance helped to impress upon the audience that Amazon Fashion will be bringing technology to the fashion industry and firmly established the brand in the minds of the fashion industry professionals and fashionistas. Outcome The performance was successful in establishing the perception that online retailer giant Amazon was serious about entering the fashion market and in conveying the brand’s concept of creating “1” out of “0” (or creating “something” out of “nothing,” with “0” and “1” also representing the digital aspect of the brand).Value Added to Brand: By designing the performance on the theme of a fusion between digital and analog, we were able to make the brand feel more accessible, while also giving it a “cutting-edge” image.Reach/Cultural Impact: The performance helped to energize not just the brand, but the entire Tokyo Fashion Week event, which was struggling to feel fresh and exciting.Achievement Against Brief: The client was highly satisfied with the innovative image the performance was able to bring to the brand.