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Play With Pop

基本信息
行业: 个人饰品
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Strategy
Most millennials think Clinique is their mom’s brand so we had to show them it’s both fun and relevant to their lives. We positioned it as a lipstick line full of bold colours perfect for millennials to use to express themselves no matter their mood or situation. We all know millennials love expressing themselves on social media. And we had to make this lip color feel inspiring because many of them said color felt intimidating. Knowing that millennials spend four hours watching video on mobile a month, according to Nielsen, we wanted to create something that was easy to use on mobile with the microsite, engaged them with video content that they’d love, all while highlighting the product benefits throughout.
Execution
Once we identified our song “Lush Life” by 18 year old Zara Larsson, we worked with top producers at Sony and Epic Records like Grammy winner Salaam Remi to create three more unique genres of the song. It was important that each genre not only reflect the emotion of the lipstick but that each had the same tempo- allowing for the seamlessness between toggling or swiping.Working with director Hiro Murai we developed unique choreography and environments to reflect each lipstick color. While Zara’s performance varied in each, a motion controlled camera followed the same path throughout the space to further enhance the seamlessness of the experience.The interactive video was hosted within the Play With Pop microsite and backed with paid media placements running our film trailers most notably on Nylon, Hulu, Glamour & Pandora (within the US specifically) as well as social support from both Clinique and Zara Larsson lasting from January through April.
Outcome
Results for Play With Pop were pretty outstanding and show that the campaign really resonated with consumers. The campaign lead to increased consideration, perception and relevance for Clinique.397% lift in search for the term “clinique” on YouTube and Google during campaign time period 10% lift in purchase consideration for youtube viewers – best-in-class for beauty brands in 2016 1st quarter4 minute average time spent on playwithpop.com across platformsDesktop - 6:58 minutesMobile - 1:31 minutesTablet - 1:55 minutesVideo view rate increased by 55% compared to Fall 2014 Chubby Baby video campaign; View rate increased by 16% compared to the Spring 2015 Clinique Pop video campaign
Synopsis
“Play With Pop” is an interactive music video featuring international star Zara Larsson’s “Lush Life” track that let’s you change the genre of the song simply by changing the color of her Clinique lipstick. We produced three new versions of the song with Sony and Epic Records and producers like Grammy winner Salaam Remi that were tied to a specific lipstick and emotion. We were inspired by psychology research that shows women have different emotional responses to wearing different lipcolors. For the red lipstick, you got the bold country version, our nude lip color was a natural acoustic version, pink was a playful pop and plum was a fiery dance version. Each version had to be unique, but with the same pacing to ensure our video was seamless. And we brought each emotion to life in our interactive music video where each color of lipstick/song version
Campaign Description
Play With Pop is an interactive music video featuring international star Zara Larsson’s “Lush Life” track that let’s you change the genre of the song simply by swiping to change the color of the lipstick. It was a first of it’s kind as the first full interactive music video to run in-line on the iphone - no app needed. One that let you swipe to your hearts content in your mobile phone browser without a hitch. With each swipe, not only did the genre of the song change but the lighting, set design, performance, choreography, wardrobe, the entire mood of the music video all changes to reflect the emotion of the lipstick color. We were inspired by psychology research that shows women have different emotional responses to wearing different lipcolors. For instance, women who wear red lipstick report feeling more confident. Our red lip color was a bold country version,
制作信息
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其他职位:Business Affairs: Sara Jagielski, Justine Lowe & Carolina Hernandez
Technology Director:Sun Komen
Studio Designer: Laura Mechling, Jill Kearton
Media Supervisor: Wes Young & Michelle Mandell
Director of Technology: Charles Duncan
Creative Technologist: Craig Blagg
Developer: Joe Zhou
Design Director: Serifcan Ozcan
Executive Producer: Danielle Hinde
Account Team: Casey Jennings & Molly Friedman
Digital Strategist: Jessica Abercrombie
Retoucher: Nick Leadlay
Head of Content Production: Nick Setounski
Line Producer; Jason Colon
Head of Art Production; Deb Rosen
QA Lead: Sean Jones
Interactive Producer: Laura Kim & Christine Young
奖项
戛纳国际创意节 2016
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