Shocking, all things are born. Watching the spring of drunkards, looking for "Lay's" with Lay's, and listening to Yu Xiuhua's love for himself with Good Wangshui. In March, spend time with brand advertising and listen to "them" on Women's Day.
Plane class
millet
Medium: Internet
Date: 2024-3
Memory remnants: holding hands, looking up
Opinion: ★★★★★
Memory: ★★★
Advertising slogan: On the second day of February, the dragon raises its head, and life is more interesting
Reason for selection: In the past, time was slow, long time, long wait, so people went faster and faster, and time also became faster, and people were afraid that time was too fast and could not catch up with time. In the fast-paced present, people are more eager to return to the basics, gently and slowly, and experience the beauty of life. Let people who are immersed in hard work, there is also time to look up, in order to freeze this moment, Xiaomi on the day of February 2nd dragon raised its head, for those who have a moment of happiness for life, take a head-up photo, with a new ceremony for a new one, a good start to the New Year, wish, always have the enthusiasm to look up.
Good hope water × Yu Xiuhua
Medium: Internet
Date: 2024-3
Memory Remnants: Woman, Love Yourself
Opinion: ★★★★★
Memory: ★★★★
Slogan: I'm married to myself
Reason for selection: When women talk about feminism, they should talk about themselves first. As an emerging brand, Good Hope Water can always make people have a sense of surprise every time it is marketed. On the occasion of Women's Day, Good Hope invited Yu Xiuhua to cooperate - put on a wedding dress and talk about happiness. Why love your neighbor than yourself. Love yourself passionately, love your past, your present, and your future with all that is possible. From loving others to loving yourself, you must keep love for yourself, talk about yourself, be happy and free, it is better to give it yourself, taste Yu Xiuhua's poems, and read how women love themselves.
Chuanguan News
Medium: Internet
Date: 2024-3
Memory remnants: AI, verses
Likability: ★★★★
Memory: ★★★
Advertising slogan: Such China, are you AI?
Reason for selection: With the rapid development of technology, the integration of AI technology and life is getting closer and closer. This time, Chuanguan News and 29 party media such as Tianjin Daily, Jiangxi Daily, Henan Daily, and Hunan Daily jointly launched a series of graphic works, using AI technology to show the beautiful scenery of China, promote the excellent traditional Chinese culture, meet with history, dialogue with culture, and feel the power of science and technology. The integration of tradition and development is not only to continue the excellent traditional Chinese culture, but also to plant the root and soul of the Chinese nation. There are countless kinds of this world, and as long as it is beautiful, it is worth appreciating again and again.
Drunkard wine
Medium: Internet
Date: 2024-3
Memory Remnants: Wheat, Sting
Likability: ★★★
Memory: ★★★
Advertising slogan: light thunder wakes up spring, breeze is lush. A hundred brews are rich, and the wonderland is natural.
Reason for selection: Surprised, a glass of wine, drunk with the fragrance of flowers. A glass of wine, taste the rhythm of spring, spring is strong, drunk with spring, a sip of wine, the aroma of wine is overflowing, spring is intoxicating, drunk into the spring is infinitely good. Spring is long, drunk with the spring breeze, dancing with the spring; the spring is intoxicating, looking for spring in the wine, the spring is the most timely, a dream into the spring. The drunkard wine is a small work of spring thunder, a painting of a farmer plowing the field in the wheat field, which is the beginning of the middle of spring, implying that the sleeping life in the wheat field has been waiting to wake up in the change of solar terms.
Film and television
Perfect Diary "Ambition"
Ad duration: 3 minutes and 25 seconds
Visual Representation: ★★★★
Sound Conveyance Index: ★★★★
Likability: ★★★
Memory: ★★★★
Residual memory: content, emotional resonance
Reason for selection: On March 8, 1924, China publicly commemorated International Women's Day for the first time. 100 years have passed, Perfect Diary, in conjunction with Xinhuanet, invited Yao Rui, head of the mechanical team of the "China Sky Eye" FAST Operation and Development Center, former war correspondent Zhou Yijun, national martial arts champion Zhang Hanliang, Wenhua Award winner Dong Yilin, and singer-songwriter Chen Jingfei to perform the blockbuster "Ambition". The film is a great concept and production with a very high level of vision and a brand image.
Hungry "Insect Sting"
Ad duration: 3 minutes and 34 seconds
Visual Representation: ★★★
Sound Conveyance Index: ★★★★
Likability: ★★★
Memory: ★★★★
Memory remnants: content, customs
Reason for selection: The so-called "spring thunder stuns hundreds of insects", and it is a good season to eat insects. Eating insects may seem a bit unacceptable to most people, but in fact, there are many places where you eat insects every year. Ele.me has the courage to break the prejudice, does not shy away from talking about the topic of eating insects, and launches new related takeaways on the platform, which not only popularizes the solar terms and customs to the public, but also encourages everyone to have the courage to try new things.
7or9 "Just Right"
Ad duration: 3 minutes 00 seconds
Visual Representation: ★★★
Sound Conveyance Index: ★★★
Likability: ★★★★
Memory: ★★★
Memory Remains: Meaning, Femininity
Reason for selection: 7or9 released a Women's Day video, with the theme of "Your Special, Just Someone Understands", showing the audience the brand's unique understanding of "just right". By telling about some seemingly casual just right in life, they are expressions of love that others have never spoken, conveying the emotional value of love and care, and just like 7or9 high heels, different sizes and shapes of high heels are made for different groups of people, taking into account all groups of people, bringing comfort and peace of mind to everyone.
Yamashita Arimatsu "Big Bag Bold"
Ad duration: 1 minute 59 seconds
Visual Representation: ★★★
Sound Conveyance Index: ★★★★
Likability: ★★★
Memory: ★★★
Residual memory: content, images
Reason for selection: Yamashita Youmatsu cooperated with star Lu Yuxiao to publicize brand products. In the video, "big bag boldness" is used as the starting point, and the big bag and bold forward are connected. The bag can be very empty or very large, and it can accommodate frustration, unwillingness, and confusion, as well as joy, calmness and calmness. Taking the big bag as a starting point, there is a new beginning in the bag, I hope everyone has the courage to make a bold decision, have the confidence to say goodbye in a chic manner, and I also wish everyone a world that is empty and comes again, but will always be full.
Erjia "Auntie"
Ad duration: 6 minutes and 20 seconds
Visual Representation: ★★★
Sound Conveyance Index: ★★★★
Likability: ★★★
Memory: ★★★★
Residual memories: insight, emotional resonance
Reason for selection: In this Women's Day short film produced by Shierjia, it tells the story of a little girl's aunt. The short film is not obsessed with the traditional dilemma of girls, such as marriage and hard work, but uses the aunt's attitude to life to tell all the girls that they always seem to be defined, disciplined, and questioned, but in real life, they will always meet a "little aunt", telling them that life does not have to be like this, life should be colorful, maybe they will get into trouble and suffer losses, but there will always be an uncompromising and restless force that makes them thrive, be themselves, and shine.
New media
Lay's "Fun in Spring"
Medium: H5
Memory remnants: color, copy
Likability: ★★★★
Memory: ★★★★
Reason for selection: At the beginning of spring, Lay's launched the "Imperial Diet" flavor spring limited potato chips in the form of H5 test in March, and cooperated with Lan Yingying, Wu Lipeng, Zhang Yameng and other actors to promote the roles in "The Legend of Zhen Huan", deepen the concept of "Imperial Food", and create a more three-dimensional product impression. In H5, the homonym of "Lay's" is substituted into the concept of finding Lay's in spring, with the national style background of green landscapes as the main visual effect, adding the image packaging design of new products, testing user preferences with the story of spring outings, matching exclusive "character design", and organically corresponding to the user's own and corresponding potato chip flavors, which is both interesting and effective.
# China New Advertising Selection Project #
Department of Advertising, Shanghai Normal University
Project Consultant: Jin Dinghai
Project Host: Wu Bingbing
Project members: Tian Yaru, Yun Jiaxin, Zhang Shiyue, Zhu Yinglu, Zhao Xiaotian, Ma Qianhui, He Jing, Zhang Yulin, Liang Liwei, Zhou Wenyi, Zhang Sasa, Gu Yujie, Zhang Aimei, Wu Jiarui