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More Than That

文案cnen
#SmashTheLabel: How a South African beer brand is rallying the country to smash through its stereotypes
基本信息
行业: 酒精饮料
媒体:影视
时间:2018年8月6日
投放:南非
语言:英语
风格: Minimalism
说明cnen
In a country as diverse as South Africa, we are still confronted by acts of prejudice and discrimination driven by our differences in our race, cultural heritage, sexual preference, social-economic standing and background. Labels based on stereotypical labels perpetuate these prejudices and keep us apart. And that’s why Castle Lager, the iconic 150-year-old beer brand that’s always been about friendship, decided tackle the issue head-on. The insight being that when we sit down and get to know each other over a beer, we see that there is much more to a person than their ‘label.’
The #SmashTheLabel campaign was launched with a provocative film directed by Kim Geldenhuys of 0307 Films. It features a diverse mix of South Africans who boldly state the societal label which has been attributed to them. Stereotypes attached to the characters are well-recognised labels, frequently used in South African culture. Terms like ‘Dutchman’, which refers to a person of Afrikaans descent, or ‘Cheese Boy’ being a black youth who comes from a fairly wealthy background (having the ability to afford cheese). Further labels include a ‘Slay Queen,’ a label generally attributed to a woman who is excessively materialistic and has a number of suitors to fund her lavish lifestyle and a ‘Stabane’ – a derogatory term used for a gay man. Each character is liberated from their limiting labels as items that signify their label are blown up to an anthemic declaration that they are ‘more than that.’ The track was composed by, DJ Maphorisa, one of the country’s most popular DJs, ensuring that the call for a label-free South Africa travels way beyond our screens.
It’s a radical shift for the brand that is seen as the boy’s club of beers, but it’s just the start of an inclusive, integrated campaign that aims to ignite a conversation that inspires South Africans to confront our biases. One beer at a time.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
制片:
导演:
剪辑:
音乐:
后期制作:
其他职位:Colourist: The Mill – Oison Driscoll
Audio: Stephen Webster
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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