JAN减艺设计民营 | 20-50人 | 成立于2014年

05.02

项目背后|OPPO情人节——与新世代对话，品效合一

国产品牌OPPO在2020情人节之际更新了各大线上旗舰店的面貌，相信最近宅在家逛线上购物平台的大家都有注意到。

滑动手机观看全图

OPPO一直以来主打的消费人群是年轻、活力的新世代年轻人。

观察近年来OPPO的宣传动作，例如让人印象深刻的冠名《明星大侦探》节目，我们不难发现OPPO一直以来的人格表现为”娱乐型人格“。

娱乐性品牌人格的表现主要为喜欢尽情欢笑、享乐，幽默，懂得自嘲，讨厌正经、古板。

如何让OPPO与目标消费人群在情人节强有力的沟通但不落俗套？

近年来我们能看到社交媒体上兴起各种能叫得上名的审美风格，比如“波谱风”“蒸汽波”。

纵观这些能引起大众效仿和讨论度的视觉风格，我们不难发现，这些作品中都带有一丝“拙”气。他们都是并不考究细节和精致的大众娱乐审美作品。

从这一点出发我们在视觉风格上选取了将一些大众熟知的中外艺术作品置身于大众能理解的故事中，让艺术品的典雅与能勾起大众兴趣度的“拙”气结合，引发讨论度。

01 / 情人节主KV

主KV创意来自世界名画《维纳斯的诞生》，维纳斯是西方文化中的爱与美的女神。作为西方情人节的主题意向与国潮画风的结合。

*维纳斯的诞生

《维纳斯的诞生》是意大利画家桑德罗·波提切利于公元1487年为佛罗伦萨统治者梅第奇家族的一个远房兄弟创作的画布蛋彩画，现藏于意大利佛罗伦萨乌斐齐美术馆。

*主KV画面

02 / 配件馆KV

配件馆KV创意来自带来爱情的天使丘比特。与维纳斯一样，丘比特也是西方爱情神话中的Icon。

*西方绘画中的丘比特

*配件馆KV画面

维纳斯与丘比特都是与情人、爱有关的强意向标识。我们选取名画《维纳斯的诞生》与经典的丘比特形象作为两幅主要宣传画面的基调。

如何结合情人节主题创造故事化产品场景创意？

在拟定了视觉风格后，更进一步的就是创意构想。如何创造故事，将画面与故事结合起来，激发购买力。

在针对主力单品的画面上我们融入了”送命题“这一火爆网络的情侣梗，用男女之间问话的形式来凸显产品，一眼秒懂的画面主题。

单品场景一：《蒙娜丽莎》与兵马俑

场景创意：蒙娜丽莎和男友⾃拍?问出了送命题，男友瞬间⽯化成兵⻢俑。

*创意稿展示

单品场景二：《带珍珠耳环的少女》

场景创意:戴粉红⽿机的少⼥⽐✌.男朋友拍照，却放⼤对焦到⽿机上。

*创意稿展示

单品场景三：《泰坦尼克号》

场景创意：Rose 含泪拿⼿机，准备跳海。Jack ⼀⼿阻拦，⼀⼿去救⼿机。

*创意稿展示

更接近新世代娱乐审美的画面与玩梗结合，此次OPPO的情人节主题画面延续了OPPO的人格表现。在带货目标的基础上加深了品牌印象。

在2020“黑天鹅”事件影响下，品牌在市场宣传上将越来越强调品效合一。

效强调的自然是卖货，而品则是品牌要带给消费者的持久印象，无论哪一方面的表现为品牌带来了影响，都可被视为正向的结果。

详细了解，请移步OPPO官方旗舰店哦～

上一篇：水电改造对于装修很关键，这些方案制定要点你得清楚
下一篇： JAN出品|青岛啤酒鼠年贺岁——金鼠运财鸿运当头

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