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广告主:恒天然品牌:安佳牛奶创意代理:Tribal Worldwide上海(DDB中国旗下品牌)首席创意官:郑天宇创意群总监:李征副创意总监:武旌文案:刘燕品牌策划首领:唐炜黎业务总监:吴文念资深客户总监:俞暘客户经理,戴佳祺资深制片:汪士晨导演:黄荣升2014年底,来自新西兰的安佳纯牛奶,和DDB集团上海共同推出了一则向传统牛奶广告市场“挑战”的片子,以“有营养的牛奶,一定是香浓的?”这样的质疑开篇,进而导引出“清甜,就是新西兰营养的真实味”的品牌主张。“近年来电视上常见的牛奶广告一直在宣扬口味香浓,这让许多消费者产生误解,以为有营养的牛奶尝起来一定是香浓的。其实不然。”安佳市场部负责人Johnny Zhu说。
Advertisers: Fonterra Brand: Anji Milk Creative Agent: Tribal Worldwide Shanghai (DDB China brand) Chief Creative Officer: Zheng Tianyu Creative Group Director: Li Zheng Associate Creative Director: Wu Jing Copywriter: Liu Yan Brand Planner: Tang Wei Li Business Director: Ng Man Ng Senior Account Director: Yu Ng Account Manager, Dai Jiaqi Senior Producer: Wang Shichen Director: Huang Rongsheng At the end of 2014, Anji Pure Milk from New Zealand and DDB Group Shanghai jointly launched a challenge to the traditional milk advertising market, “The film, in order to ” nutritious milk, must be fragrant? “This questioned the opening, and then leads to ” sweet, is the true taste of nutrition in New Zealand “brand proposition. ”In recent years, the common milk advertising on television has always been to promote the taste of incense, which makes many consumers have misunderstood that nutritious milk taste must be fragrant, but not otherwise. " An Jia Marketing Leader Johnny Zhu said.