Camden Market|短视频|广告营销案例【ADGuider广告指南】

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卡姆登市场

案例简介：卡姆登市场一直拒绝符合个性。我们的品牌理念 -- 取消惯例 -- 引导我们创建了一个 “取消品牌”: 一套促进自我表达的工具。它的核心是两个基于标志性的卡姆登锁标志的定制字体。这些消除了到处使用标志的需要，允许品牌在保持独特的 “康登” 的同时，与不同的观众交流。用户被邀请接受市场对原创的顽强承诺: “如果你没有尝试我们的品牌，超越它的界限，你就做得不对。"

卡姆登市场

案例简介：Camden Market has always rejected conformity in favour of individuality. Our brand idea – Unfollow Convention – led us to create an ‘unbrand’: a set of tools to facilitate self-expression. At its heart were two bespoke typefaces based on the iconic Camden Lock sign. These removed the need to use the logo everywhere, allowing the brand to speak to a diverse set of audiences while remaining distinctively ‘Camden’. Users were invited embrace the market's tenacious commitment to originality: “If you’re not experimenting with our brand, pushing its boundaries, you’re not doing it right.”