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2024戛纳创意节户外狮全场大奖:寻找你的夏天

广告门 Jimmie 2024-06-18
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案例评分: 7.3 分 / 共6人评分

有些人在寒冷的天气里也会喝冰咖啡,同样的道理也适用于享受冰淇淋。为什么因为气温低于冰点,地上有雪,就要拒绝自己呢?

 

这是Magnum(梦龙)于2024年2月在英国等地区推出的一则视频、户外广告活动中的观点。



案例“寻找你的夏天”鼓励那些在寒冬中的人们寻找一丝阳光,让阳光温暖你,同时享受一些冰淇淋。由LOLA MullenLowe创作、MJZ的Juan Cabral执导的一部90秒黑白视频,带给观众黑暗日子和寒冷夜晚的感觉,展现了在被窝里度过的时光和泡热水澡的场景。

 

随着The Dramatics的歌曲《In the Rain》响起,天空稍微放晴,正好让人们能够享受阳光和Magnum冰淇淋。

 




Magnum4.jpg




在苏格兰的格拉斯哥市,数字海报将通过天气数据识别特定位置,指出可以找到一两个“夏日”时光的地方,甚至还有一个网站供法国和英国的人们实时查找“夏天”的地点。

 

LOLA Mullenlowe的执行创意总监Tomas Ostiglia表示:“这个活动根植于品牌的愉悦领域,旨在唤起寒冬长日里阳光的感觉,轻轻拥抱你,心理上将你带回夏天,唤起在那一刻吃冰淇淋的愿望。”

 

现在,去寻找你的夏天吧!


案例名称:FIND YOUR SUMMER

品牌:Magnum

代理机构:LOLA-MULLENLOWE SLU


获奖信息:

2024 OneShow 户外广告金奖

2024 戛纳创意节 户外类全场大奖

2024 戛纳创意节 户外类金奖

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相关信息

产品名称

梦龙冰淇淋

所属行业

快消品

形式类别

影视

所在地区

欧洲

时间

2024-06-18

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