阿姆斯特丹环球传播(Amsterdam Worldwide)是一间国际营销传播机构,现正紧锣密鼓地推出第二批博客概念短片——这些短片专属于全球技术品牌英特尔推出系列短片的一部分。这一举动加强了该公司在品牌支持媒体内容及跨媒体宣传领域的领头羊地位。

这部影片是英特尔正在开展的“酷睿™炫视界”(Visibly Smart)消费者营销战略的一部分,展示该品牌的第二代英特尔酷睿™处理系统( Core™ Processor)。伴随着其第一部影片“The Sartorialist”取得的巨大成功,新片“80印象馆”通过两位年轻的中国婚礼摄影师——蔡莹和陈翔的视角,为我们描绘了科技在日常生活中所扮演的多元化、个性化和情感化的角色。蔡莹和陈翔的摄影作品博客是中国最受欢迎的网站之一。

展现在我们眼前的是一幅中国城市翩翩起舞的美丽肖像。通过逐格动画摄影技术,将传统与当代中国的图像进行分屏对比,该影片捕捉到了技术和创造力是如何为蔡莹和陈翔的创意新颖、高度个性化的客户工作锦上添花的,并使他们能够真正实现“炫彩生活”。

该片着重表现了80后们对中国传统文化态度的转变——他们将个性和创造力与对中华文化遗产的尊重结合起来。

把对概念艺术的热爱与商业摄影结合起来的愿望,驱使着蔡莹和陈翔利用英特尔技术将幻想和原创结合到婚礼摄影中去。这部影片展示了他们如何通过自己的“80印象馆”工作室进行创作,并逐渐赢得了都市年轻人的追捧。蔡莹和陈翔解释了摄影在中国的重要性,以及它是怎样为情侣提供了自我表达的机会。

影片展示了他们的一部分最著名的作品,其中包括以媚俗童话为主题的一组照片, 一对夫妇在一间工厂的照片, 以及一对足球迷新婚恋人身穿运动服摆出各种姿势的玩笑式动作照片。

在推向国际观众之前,“80印象馆”首先在中国发布。在英特尔网站的Visual Life“炫彩你生活”中心发布该片之前,您可在网上某些特定的博客和社交媒体平台观看此影片,该片也将在英特尔的某些体验活动时放映。

阿姆斯特丹环球传播(Amsterdam Worldwide)的创始人和总裁布赖恩·埃利奥特(Brian Elliott)说:“在20年间,中国产生了一批拥有可支配收入、接受过西方教育的年轻人,在科学技术的帮助下,他们对世界的认识已经不再受地理边界的限制。蔡莹和陈翔正是视觉新一代的鲜明代表。他们的故事,与英特尔的推广活动自然贴合,并与酷睿™处理器(Core™ Processor)技术紧密相关。”

影片的幕后团队中,导演李峤是一位居住在北京的澳大利亚籍获奖电影人。 2007年,他曾在乔纳森·莱斯·梅耶斯(Jonathan Rhys Meyers)主演的影片《黄石的孩子》( The Children of Huang Shi ) 中与英国著名导演罗杰· 斯波蒂伍德(Roger Spottiswoode)一起合作。李峤还曾为众多国际品牌,如耐克,奔驰,三星,凌志和联合国儿童基金会等制作过影视作品。

阳光传媒——中国最重要的媒体和制作公司之一,承担该片在中国的监督工作。实际拍摄以及最终影片的完成由中国创意公司“ The Bag Ladies ” 负责。在2011年1月拉斯维加斯举行的消费电子展上,阿姆斯特丹环球传播(Amsterdam

Worldwide)首次推出了Visual Life“炫彩你生活”的推广活动方案。它是英特尔关于全球数字体验直接与目标消费者沟通——这一决策的重大标志。活动的目的是,通过重点展示主流消费者的视觉生活,揭示英特尔处理器是怎样成为日常生活中不可或缺的组成部分的。

随后,该活动在各国市场推广开来,主要市场包括:美国,英国,法国,巴西,墨西哥,俄罗斯,加拿大和中国。

“The Sartorialist”一片记录了博客作家和摄影师斯科特·斯库曼(Scott Schuman)的视觉生活和工作,并已获得许多赞誉,其中包括 ONE Show 创意铅笔长篇影片奖,并已入选即将开幕的美国纽约Clio Awards 金像奖参赛名单。迄今为止“TheSartorialist”的观看次数已超过85万次,帮助英特尔的YouTube频道的收视率增长了200%。

几部全新的 Visual Life“炫彩你生活”影片正在制作中。

 

Creative Agency: Amsterdam Worldwide
ECD: Richard Gorodecky 
CW: Martin Beswick,Gillian Glendinning, Karen Cardy
Art Director: Daniel Peiron

GLOBAL – Amsterdam Worldwide, the international marketing communications agency, is launching the second instalment in a series of blogger profile movies for global technology brand Intel; reinforcing the agency’s reputation as a leading force in branded content and cross-media storytelling.

The film is part of Intel’s ongoing ‘Visibly Smart’ consumer marketing strategy, showcasing the brand’s 2nd Generation Intel Core™ Processor family. Following the huge success of its first movie ‘The Sartorialist’, this film, entitled ‘Kitty & Lala’, illustrates the diverse, personal, and emotional role that technology plays in the everyday visual life of two young Chinese wedding photographers – Kitty and Lala – whose photo blog is one of the most popular in China.

The result is a beautifully choreographed portrait of urban China. Using stop motion cinematography, juxtaposing split screen images of contemporary and traditional China, the film captures how technology and creativity enrich Kitty and Lala’s innovative, highly personal client work and enables them to live their visual life. The film also sheds light on changing attitudes towards traditional Chinese culture by the post-1980s generation, who combine respect for their heritage with individuality and creativity.

Fuelled by a desire to combine their love of conceptual art with commercial photography, Kitty and Lala harness Intel technology to unite fantasy and originality in wedding portraiture. The film illustrates how work created by their studio, 80 Impression, is gaining popularity among young urbanites. Kitty and Lala explain the importance of photography in China and how it presents an opportunity for couples to express themselves.

Some of their most notable work features in the film, including a kitsch fairy tale-themed shoot, a couple photographed at a factory location, and a tongue-in-cheek picture of two football-fan newlyweds posing in tracksuits. ‘Kitty & Lala’ premieres in China prior to an international rollout. The film can be watched online on specific blogs and social media platforms, and screened at Intel experiential events before premiering at Intel’s Visual Life hub.

Brian Elliott, founder and CEO, Amsterdam Worldwide said: “Within the space of 20 years China has a generation of young adults with disposable incomes, western educations and a view of the world that, with the help of technology, is no longer bound by geographical distance. Kitty and Lala exemplify this new Visual Generation. Their story is a natural fit with Intel’s campaign and has a tangible link to the diversity of Core™ Processor technology.”

The team behind the film includes director Qiao Li, an award-winning Australian film maker based in Beijing. In 2007, he worked alongside the director Roger Spottiswoode on the movie ‘The Children Of Huang Shi’ starring British actor Jonathan Rhys Meyers. Qiao has also produced work for numerous international brands such as Nike, Mercedes-Benz, Samsung, Lexus, and Unicef.

Sun Media – one of China’s foremost media and production companies – oversaw the production in China, with the actual shoot and final film delivered by Chinese local production unit The Bag Ladies. Amsterdam Worldwide first unveiled the Visual Life strategy in January 2011, during the Consumer Electronics Show in Las Vegas. The work marked Intel’s decision to target consumers directly using a global digital and experiential initiative. By focusing on the visual life of a mainstream consumer, the campaign aims to demonstrate how Intel processors are an essential component of daily life.

The campaign subsequently rolled out to key markets including: USA, UK, France, Brazil, Mexico, Russia, Canada and the People’s Republic of China.

‘The Sartorialist’ documented the visual life and work of blogger and photographer Scott Schuman, and has received plaudits, including a ONE Show Interactive pencil for long-form film, and a cinematography shortlist at the upcoming Clio Awards. To date ‘The Sartorialist’ has been watched over 850,000 times, helping increase Intel’s YouTube channel views by 200%.

Several new Visual Life films are in currently in development.

By: admin


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