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- 刘德华“指导”海报设计…logo放大、再大!
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原创 2023-08-18
(文章来自黑猫会公众号)
最近,经典品牌海飞丝竟然因为“会营销”出圈了!因为这次的营销海报,竟然是代言人刘德华从前期拍摄再到后期制作,全程指导跟进的?!
对,你们没听错,是刘德华指导排版设计的海报!
很好奇了!赶紧一起来看看这位明星甲方爸爸的审美如何?海飞丝团队又是如何配合他的?
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刘德华灵魂提问海飞丝
修改、指导宣发海报
年初,海飞丝官宣刘德华成为全新品牌代言人,在前段时间8月7日,海飞丝便携手刘德华带来了一部幽默短片。
不同于刘德华以往娓娓道来的“演说者”形象,片中的刘德华呈现的是他工作时真实又亲切的形象,直接化身消费者的“嘴替”,说出了大家这么多年来对于海飞丝产品的困惑。
就如开篇的这些灵魂提问:到底是先去屑,还是先护理头发?为什么能说“当然海飞丝”?
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通过情景问答的方式,恰到好处地给到了消费者“购买理由”。
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随后,刘德华就开始了对海报的指导…这一部分片段很好地还原了大部分设计师都会经历的经典桥段:
字小一点、再小一点、再小…
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logo放大一点…
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这种甲方乙方碰撞的真实感巧妙地激起了大众内心共鸣,大大降低了消费者对广告的抵触心理。
最后经过“甲方刘德华”的指导,海报最终版是这样的…
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可以看出海报上就是直接的文字罗列,代言人刘德华反而仅仅占据很小的一个位置。
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视频一转就是茶水阿姨在电梯广告看到这张海报的反应,也是非常可爱的。因为片头有一个镜头是茶水阿姨看着刘德华大海报直夸,现在看到最终海报,男神竟然变得这么小~
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短片也来到尾声,但是,竟然就连最后的演员表与致谢都是那么的独特~
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大家是怎么看的?
01、广告片非常有创意
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02、广告最后的演员表出圈了
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海报线下实景
网友纷纷偶遇
海报除了在网上发布,海飞丝也迅速在线下做出展示,很多网友都在网上晒出偶遇的照片~
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01、乍一看没感觉,仔细一看原来是刘德华
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02、这个海报有一股“椰树风”
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03、海报排版很乱、难受
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04、海报排版是“刘德华的锅”
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今日互动你觉得海飞丝这个营销做的如何?
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