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疯狂的梦 | Dream Crazy

基本信息
行业: 服装
媒体:影视
风格: Minimalism
说明cnen
The Interpretation of the Challenge (30% of vote )

For the 30th Anniversary of “Just Do It”, Nike wanted to inspire a new generation of young athletes and youth overall to realize their potential through sport. Nike, the number one sports brand, wanted to bring to life its iconic idea and line, “Just Do It” in a fresh way, relevant to youth athletes as well as culture at large.

The Insight / Breakthrough Thinking (30% of vote )

To inspire the next generation of athletes to truly realize their potential, we wanted to celebrate the examples of current athletes who, despite facing obstacles of various sorts, never gave up on their dreams – the sort of dreams many people might think are ridiculous or even crazy. So we celebrated real athletes that have ignored conventional thinking and as a result have pushed the world forward. And because no athlete has dreamed crazier than Colin Kaepernick, we made him the face of the entire campaign.

The Creative Idea (20% of vote )

Our idea was to celebrate “Crazy Dreams” and the athletes that have turned their backs on convention including Colin Kaepernick, the controversial NFL quarterback who knelt during the national anthem to protest police brutality. This move ignited debate across the country and throughout the world, ultimately inspiring millions to come to the brand’s defense in the face of backlash.

The Outcome / Results (20% of vote)

The campaign immediately ignited debate across the country and throughout the world. But while some people and news networks launched a boycott against the Nike and burned their shoes, millions came to the brand’s defense and praised the campaign for being on “the right side of history”. The campaign saw Nike’s stock price rise to an all-time high and created $6 billion in brand value, making it the most successful campaign in the brand’s history.

Cultural/Context Information for the Jury (150 words)

In 2018, youth in the U.S. were coming of age during a time of deep cultural and political unrest in America. They were aware of all the issues facing their generation (social injustice, political uncertainty, etc.) and were both vocal and action-oriented. They were busy getting after whatever it is they wanted for themselves, their friends, and their generation, and they saw sport as a yardstick for their motivation and energy, and for how they could make a mark in the rest of their lives. Moreover, they saw that sport, particularly through athletes like Colin Kaepernick, had the potential to transcend the field of play and enter the national cultural debate.
制作信息
品牌:
广告公司:
制作公司:
音乐:
音效设计:
后期制作:
奖项
戛纳国际创意节 2019
金奖 娱乐
Script
戛纳国际创意节 2019
银奖 影视
Single-market Campaign
戛纳国际创意节 2019
铜奖 创意策略
Brave Brands
D&AD 2019
黑铅笔 整合营销
Earned Media/Large Business (over 500 employees)
The One Show 2019
金铅笔 社交媒体
Social Post / Single
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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