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TED The 2011/12 Ads Worth Spreading

April 19, 2012 Leave a comment

TED中国粉丝团

via TED The 2011/12 Ads Worth Spreading.

 


什么是精美广告?它应该有独树一帜的娱乐理念,或者富有想象力的独特创意,可大俗大雅,亦不妨另类时尚,各路媒体会竞相追踪,也会被大众津津乐道;它不但能彰显品牌价值,更能承载传播思想的重任。

非营利机构TED相信这个道理,在2011年10月15-12月31日年发起“值得传播的广告”活动第二季,向全球征集广告片。最终有全球300多家广告公司和品牌公司参与,递交了数百精美广告片,这项活动也得到youtube, 4A广告等协会和机构的大力支持。

Here are the top 10 dynamic ads in areas ranging from social good to storytelling.

在这里向大家选编第二季“TED值得传播的广告”的广告片:

1. Chipotle: Back to the Start: (墨西哥农业基金会:回到初始)

大规模工业化的农业生产方式是否值得反思?这则广告片以简洁的动画的形式表达一个“农场-工厂-农场”的发展历程,可持续健康发展才是未来农业之路,才能更好服务人类。背景配乐是乡村音乐传奇人物 Willie Nelson“科学家”,这首不朽经典之作巧妙衬托了广告主题。
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As he regrets the mass production and artificial methods of his industrial animal factory, a determined farmer opts to return to sustainable farming methods for the future and betterment of society.

2. Citizen Engagement: The Return of Ben Ali(本.阿里回来了!)
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这个是我本人最喜欢的广告。要先讲讲背景故事:本.阿里何许人?突尼斯原总统,2010年12月一名28岁无牌小贩被突尼斯城管罚没处理,生活无着落,后自焚,从而引发突尼斯人民反独裁的抗争,本.阿里流亡海外,并引发阿拉伯世界多国的连锁反应。后突尼斯国家实行投票选举,为激励更多人投票,非政府组织 Engagement Citoyen策划了这个街拍活动,在拉古莱特港口中心悬挂前独裁者的头像,标题:阿里回来了。路人不明就里,在愤怒中撕下海报,而真正的活动主题出现在大家眼前:小心独裁重返,10月23投票!后投票结果显示,拉市的投票率高达88%。

Although former Dictator of Tunisia President Ben Ali was ousted amidst the chaos of the Tunisian Revolution, many quickly lost interest in politics. In order to galvanize the Tunisian people out of hibernation, La Goulette shocked residents by warning the return of tyranny. 88% turned up for the October 23rd vote.

3. NTT Docomo Mobile Phone: Xylophone; Brand: NTT Docomo, Inc.; Agency: Drill In

风声,水声,木琴声,声声入耳——这款手机“自然+科技”的卖点通过这个创意广告表达出来。

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Organic and imaginative, NTT Docomo captures the essence of their new mobile phone to redefine nature and technology.

4. Microsoft/Xbox: Kinect Effect微软Xbox:Kinect效应 Brand: Microsoft / Xbox; Agency: Twofifteenmccann

我们缺少什么?想象力!微软就是想通过这个广告片,让人们放开自己的天马行空的想象力,教育、游戏、医疗、军事等等我们生活方方面面都是一种人机互动,这些东西在未来某天,真的会通过Kinect效应得以实现。
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Pushing the realm of imagination and technology, the Kinect takes a leap into the future of education, gaming and interaction

5. Sharpie: Start with Sharpie; Brand: Sharpie; Agency: Draftfbc – Chicago

这个品牌广告出自美国的Sharpie记号笔之手,Sharpie是著名的三福公司旗下品牌,同门兄弟品牌有派克.威迪文,Paper Mate,EXPO,ROLDEX,等多个著名品牌。不是很喜欢大段独白的广告,但这个漫画家用记号笔把咖啡杯二次加工后就变成艺术品,这样的灵感来源及创作过程有意思。The difference between a dream and reality is:just do it , if you wanna get something done, or if you have a dream, just don’t wait, just go for it. now what are you going to start?

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Cheeming Boey, builds a career around drawing on cups with Sharpies. His inspirational story is one of creativity and drive, challenging those who tried to taint his dream.

6. Mazda: Defy Convention; Brand: Mazda; Agency: Team Cosmos/JWT Germany/Team Mazda Europe

马自达董事的真情告白:我们做不同于他人的事情。。。我的评语:成功人士左说是对的,右说也是对的。
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This moving advertisement shows how their heritage helps Mazda to see things differently and overcome adversity.

7. L’Oreal Paris: Aimee Mullins; Brand: L’Oreal Paris; Agency: R/GA and McCann Erickson

Aimee是大家熟知的TED演讲人,她放在TED演讲台的12对义肢给大家留下深刻印象(TEDtoChina博客)。巴黎欧莱雅选取集聘请Aimee Mullins为代言人。在这段广告中Aimee解释了该品牌广告语“你值得拥有”对她的特殊意义。

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L’Oreal’s new beauty ambassador knows a lot about challenging notions of perceived beauty and achievement, as the wearer of double prosthetic legs.

8. Rethink Breast Cancer: Your Man Reminder 型男提示APP
A tongue-in-cheek assertion that women are more likely to watch a video if it features a ‘hot guy’ underpins the serious message of this video.

说实话这则广告让我大跌眼镜,TED广告水准貌似下降了:反乳腺癌组织ReThink Breast Cancer一款广告,提醒女士下载APP,据说APP中你选择的型男会定期提醒你检查乳癌…

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9.Prudential Day One: Linda退休后的第一天
Linda Gutherie reveals the thought process and life changes behind retirement as she shares her first day of retirement.

琳达描述她退休后第一天的生活。这个是保险公司做的广告,比某些国内保险公司发的垃圾短信要强多少倍了。

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10.Canal +: The Bear;
导演是这样的人:在剧组中时而发飙、时而发号施令、时而振奋士气、对镜头还能侃侃而谈… …一只看收费电影入迷而梦想当导演的熊,额,是熊皮。A bear skin rug that becomes a movie director? Just watch it ;-)
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在广告界“饕餮之夜”活动有很高的声誉,是否TED有可能像它样继续办成持续活动?TED Ads worth Spreading 虽然连续办了两季,但对于是否会持续办下去,TED仍然没有公开的声明,拭目以待吧。

作者:Lawrence 王治钧 微博 Twitter 原文链接 可参看2010/11年度TED广告大赛活动.

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