奥美媒体广告春季训练教材大创意.ppt

The creative work developed would then be judged on the basis of how it contributes and freshens, rather than conforms to the previous commercial. It should be made clear to the agency that this is what you expect, not just another carbon copy . 要评断新发展的广告执行，应根据此作品如何对核心创意有所贡献 并保持新鲜感来决定，而非依据它是否与先前的执行有一致性来判 断。应该清楚地告诉你的代理商这才是你所期待的，你要的不是另 一个复制品。 This is also vital when extending a campaign into another medium. Let’s look at an example. Here are two commercials for Surf detergent, they are from a campaign called “Homemovies.” （SHOW： SURF - STOLZ AND SULLIVANS） 这点在利用其他媒体来延伸广告活动时也非常重要。让我们看个 例子。这里有两支 Surf 洗衣粉的广告片，是从一个叫“家庭电影” 的 campaign 中选出来的。 （Surf：史脱渍与苏利文） Suppose the task were then to do a complementary print campaign. The most obvious thing to do would be to use a still from the TV . But is that understanding the true idea, or is it merely repeating an executional device? 假设接下来要发展辅助性的平面 campaign 。最明显的工作就是运用电视广告片中的一个静止画面，但是这么做是因为确实了解真正的创意，抑或只是在重复一项执行想法？ If the idea is really about real families giving a testimonial in their own words and images, then “Homemovies” becomes one of the ways in which they can express their feelings . 如果创意本身的确是让真实的家庭以其自己的文字与形象做证言式广告，那么“家庭电影”就成了能让他们表达感觉的一种方式。 So then you can arrive at a print campaign that extends the TV in a way that is more appropriate for the medium itself . (SHOW: SLIDES OF SURF U . S . PRINT) 所以接着你就可以发展出一套平面 campaign ，以更适合平面媒体的方式来延续电视广告。 （美国 Surf 平面稿的幻灯片） Understanding and articulating the idea is not meat to be a one-sided exercise. A number of the suggestions we’ve made -like writing down the “core idea” - should be done jointly . 了解与阐明创意并不意谓着这是单方面的动作而已。我们所做的 许多建议—例如像写下“核心创意” —都是客户应该跟代理商共 同完成的。 There are , of course , some things that we should do: 当然，有些事则是我们应该做的： Response to the Briefing 对简报的反应 We know that it is all too easy to accept a briefing from a client even thought we know in our heart of hearts it is unlikely to stimulate either great creative thinking or great adve