BOMY CM / MAKING OF 波蜜果菜汁廣告 / 製作花絮
吳是廣告最近拍攝一支廣告影片,影片中邀請亞洲知名度極高的金城武代言,嚇人的場景是直徑長達230多公里的澳洲內陸鹹水湖鹽田Lake Gairdner,相當於從台灣的台北到嘉義,無任何阻礙物,開車穿越時,彷彿車速是一把利刃,切過這片靜止的長洋,將無盡的白水捲向後方。
廣告策劃溝通過程前後耗費4個多月,國際拍攝團隊混雜著6種以上語言,來自各個國家的人種與膚色,龐大的人力物力,橫跨澳洲取材來回7天,拍攝僅使用了2天即完成,如何克服種種不可能,拍出這支廣告影片,因為,客戶就是跟你賭了。
究竟是什麼品牌如此大手筆製作這個不可能的任務?
這是一個在台灣市場生存已長達35年的果菜汁領導品牌-「波蜜果菜汁」。
“均衡是地球的真理,也是你身體的道理”
吳是與波蜜的策略是,與其每年讓銷售下滑,是否有把握不如下定決心拍攝一支一次即讓銷售成長的影片,不是一時的引起話題,並倘若以金城武的製片規格,還無法使品牌的銷售提升,品牌則必須仔細認真考慮衡量自身的市場價值了。
於是,他們開始找一個可以代表地表的地點,談的是一個「均衡概念」。均衡,不是需要解釋,或是以負面解釋「土地乾涸」、「地表乾裂」,這些都不是他們想要的。
地球上有什麼地方你知道它是靜靜的待在某一角落,有沙漠;有紅土;有漂亮的風景;有寧靜的海灘,雖然不知道它是什麼,但是,它非常漂亮。澳洲Lake Gairdner在所有限制條件的扣除下,就這樣脫穎而出。
金城武:「均衡是地球的真理,也是你身體的道理」。一個有份量的角色述說著品牌,或許只是簡單的兩句話,加上影片從頭至尾非常乾淨、單純的呈現,以獨特的空間感、品味,引領消費者煥然一新的感受。波蜜的改變從功能訴求,開始強調有內涵,不和消費者作理性的溝通。從這支廣告開始,波蜜讓消費者在飲用時,當只是單純的口渴,看完影片卻會有舒服的感覺,因為它是健康的;讓消費者覺得波蜜變了,是很大的改變,完全改觀。
金城武波蜜果菜汁廣告幕後花絮
部份圖文轉自”廣告王“
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