The whole film to see down, I have to say, Li Zongsheng too can write a text -"However, the decisions people make when they are in a difficult time will not be forgotten in the future when they are high." "Success is never finally owned by anyone, and we stand side by side with it for at most." "Thanks to those years of blue wisps, you can understand and appreciate."

This time Mercedes wanted to talk about "success" - a concept that has been rotten by high-end brands.

The film intersperses Mercedes-Benz into the four stages of his life by telling the story of an ordinary man's struggle for life. And Li Zongsheng to each stage of life little by little emotion, through the delicate and accurate text transmission out.

With his rich life experience of the tone, enough to let the viewer immersed in the emotion of the short film transmission, and gradually realize the brand core -Winners, although sitting on treasures, prefer to be vain as a valley.

In addition to the film, Mercedes-Benz officials also released a film production tidbit.

Brand side: Minsheng Bank of China

This idea, in insight, won。"More and more embroidered women are forced to leave the mountains for a living and go to the city. What disappeared was the embroidery culture. "The story is already set up, depending on how the brand interprets it.

When we watch the short film, they choose"One Line"Embroidery girl connected to work in the city.

At first, we may wonder, but when we see the back, the doubts in our hearts are naturally solved.Disassemble "a line" from the theme "Protecting embroidery culture",Both with the "one line" set suspense, guide the audience to see down, but also echo the theme, calling on people to protect intangible cultural heritage togetherEmbroidery.

In addition, Minsheng Bank also produced a series of posters.

Brand: Hungry?

Is this a brand upgrade when you're hungry?

With the development of products, in hunger, it is more than just ordering. Hungry to take the initiative to break the consumer's inherent perception by changing the name.

From a copywritten point of view, the format is very easy to emulate in mass communication. It's like the previous stacking of text - "Life is like ups and downs", easy to trigger entertainment-style imitation in the Internet environment. "Get consumers involved"It's the ultimate goal of brand interaction with consumers.

Brand side: beautiful

before the beauty out of a series of summer posters, through "sense"It's a way for consumers to really feel the summer. This time, the autumn poster plays more and is a paper.

"Ting", "Ting", "Ting", "Sad". ThroughThe disassembly of the textIt contains both autumn and autumn scenes and feelings. In addition to the paper, the poster's picture is a small fresh style. However, in the autumn theme, the tone is still not so jump.

A three-thousand-foot "poetry river"

Brand side: China UnionPay

"Poetry Long River",Basic can lock in the annual burst marketing。

In fact, in last month's share, we have introduced the "Farmer Mountain Springs Poetry Bottle." "Poetry Changhe" is also part of China UnionPay's marketing campaign on the theme of "Poetry in the Mountains".

First of all, the content of the short film, very impressive.The enforcer dares to think and do.The most memorable picture, to count "children to non-farmer mountain spring poetry bottle", as the end of the concept film, but also contains China UnionPay and all the staff involved in the public welfare cause of the bright future.

Follow-up famous folk singer Lao Wolf also sang a song for this, interested in listening to.

Brand side: fast hand

"Embrace every life"Behind the change of slogan, is the fast hand want brand upgrade.

From a strategic point of view, we can see that fast hands are no longer satisfied with the so-called "sinking market". "Every life" means going to a city at different levels and feeling rich in all kinds of life.

On a content level, as the most storytelling agent, Shenga is still not disappointed.Whether it's the thickness of the case or the depth of insight, can be said to be the best brand film.

I can't stand picking beans

Brand side: Wangwang

Since ancient sand carvings have been popular. Wangwang picked the beans this time short film, played aHarmonic terrier- "Tease"? It's "picking beans"! There's nothing else unusual about the paper, but the dubbing and sound effects are really comfortable.Every action is stuck on the point, the overall work is very smooth.

Also had to mention is the style of painting, the use of black and white line drafts, but with color extra highlights the product - pick beans.

On the one hand, such a style of painting people do not feel in the advertising, on the other hand, outstanding product colors and people have to look at the product, can be said to be a double arrow.

The thing is poison

Brand side: get APP

In 2020, "Toxic App" officially changed its name to "Acquired App" to further clarify the brand's mission to help users get, understand, acquire, and communicate beautiful things. To say that it's okay to do brand upgrades alone, a complete name change is a big risk, so how to do it?

Brainwashing.But this time, it's very skillful. The whole short film, just go a little bit - from the point of view of pronunciation, let the consumer know,"The thing is poison."

Kung Fu Anchor

Brand side: Taobao

This is Taobao Live's first image film since its inception.

From a creative point of view,"Master" and "Kung Fu"It is easy to understand that in the new field of live e-commerce, no point of home kung fu can not stand. And such a creative idea with a river and lake, it is not difficult to think of Alibaba's corporate culture.

The picture of the short film is also quite interesting, from the costume to the action, the "Kung Fu anchor" three-dimensional display. The difficulty of execution is also predictable, "Li Jiaxuan", "Via", "Liu Tao", "Wang Han", the period should be difficult to coordinate together, good in the short film presentation effect is satisfactory.

Around.

Brand side: small degree

It's enough dog blood to make an advertising film into an idol drama. Handsome men and women, youth fashion, love triangle, this advertising film captures all the elements of idol drama. Put on the shell of the idol drama, the topic has been quite a lot.

In addition, creative use"Product anthropomorthic"。 This technique has become more common in advertising films, but in this short film, the use of the appropriate, so that "people" to "product" conversion is not sudden.

My hometown and I are shaking the sound poster

Brand side: Shake the sound

The visual impact of the poster is very much like the "Me and My Hometown" movie poster. Movie-grade poster texture, according to different feelings of different cities,The feelings given are stronger。

In the paper, relatively concise, each hometown a few words on the summary, the most distinctive point out, and with a lot of paper skills, such as contrast, such as the word polysedic, read it taste long.