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Budweiser ReCup Arena

基本信息
行业: 酒精饮料
媒体:设计与品牌
风格: Minimalism
说明cnen
Background

Plastic recycling issue is a hot topic in Russia since there are just a few recycling factories in the country as well as people themselves are not used to sorting garbage and recycling in general. Only 4% of all waste are recycled in Russia. At the same time 2018 will stay in country’s sport history since in summer Russia hosted the most significant football event ever - FIFA World Cup that left after it hundred of thousands Budweiser beer cups. Being official sponsor and socially responsible brand which follows the policy of ecological manufacturing, Budweiser decided not to just collect the used cups, but to do something meaningful that will bring people’s attention to the problem of plastic recycling, as well as turn the world cup heritage into something useful for people – ReCup arena.

Describe the creative idea (40% of vote)

ReCup Arena – football field made of plastic beer cups left after FIFA World Cup. Budweiser collected and recycled 50.000 cups and turned them into the white semi-transparent field 65x42 meters in size. The field became free public place open to everyone who wants to feel the atmosphere of the world cup. Budweiser raised the problem of plastic recycling and enforced people to see this problem at a new angle and offered one of decisions. Being official World Cup sponsor, the brand prolonged football celebration for years in future.

Describe the execution (40% of vote)

Budweiser cups are made of 100% polypropylene and 2 main parts – transparent white body and red bottom. Each cup was divided into these two parts. Both crashed into small particles and re-made into white and red granules. Later on, special fiber was made that became the main substrate of football field. White fiber was used for the main coverage 65x42m, red was used for the lines. The unusual color drew people’s attention and raised the question of why the color is white. That’s how they were immediately informed about the problem of plastic recycling and the solution introduced. The field itself meets all football standards and is made for amateur tournaments. The pitch became free community platform that could be used by anyone. That’s how brand drew attention to the problem of plastic recycling and also let people to feel the breath of world cup even after its’ final.

List the results (20% of vote)

788 media were covering the ReCup project, including football, design, lifestyle, news and others: CNN, NBC, Sun, BBC, it’s nice that, guardian, adweek, the drum, 90 min, Eurosport.

Media impressions - 3 008 788 037 people. The project was very well received by people in social networks as well as within comments under news publication.

The pitch became free community platform that could be used by anyone. That’s how brand drew attention to the problem of plastic recycling and also let people to feel the breath of world cup even after its’ final.
制作信息
品牌:
广告公司:
制作公司:
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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