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FWD:青岛啤酒推世博平面广告：“喝青岛，懂中国”

上
海奥美广告近日为百年历史品牌青岛啤酒启动了一则全新风格的平面广告，以此展现青岛啤酒以中国啤酒领军者身份向世界传递中国啤酒文化的使命，凸显其国际化
的品牌形象。这则广告以刚刚开幕不久的上海世博会作为窗口，契合世博会文化交流的主旨，为来自境内外近的中外友人展现中国特有的饮酒文化。

对
于来到中国游玩或参与世博会的外国人，一定对中国文化充满了好奇，也渴望在旅行期间体验不同于西方文化的生活方式。在中国，有诸多独特的饮酒文化，例如敲
桌子敬酒、用碗斟酒、迟到罚酒三杯等等，这些都会另到访的外国人大开眼界，也更愿意用中国人的饮酒方式享受中国的啤酒，因此“喝青岛，懂中国”这一主题应
运而生，也充分了体现了青岛作为中国领导品牌传播中国啤酒文化的大使形象。

为了针对外国消费者，创意中英文文案的设计部分更为醒目，但同时也配有中文释义；广告创意还采取卡通图画的表现手法，另目标受众易于理解与接受，该手法使青岛啤酒的品牌形象更为轻松和具备活力，为国内消费者带来青岛品牌中意料之外的年轻元素。

青岛啤酒股份有限公司营销中心、品牌管理总部副总经理刘漫红表示：“青岛在中国本土拥有百年历史，我们有责任将我们深谙的中国酒文化传递给五湖四海的宾客，使他们不仅爱上中国的啤酒，更对中国的文化产生更深的理解与情结。”

青
岛在创意领域的突破使得其行业领军者的形象得到了证实与加强。“我们非常欣喜地看到一个有着悠久历史的传统啤酒品牌在尝试着用中国饮酒文化来与其消费者产
生联结，而非仅仅局限于产品本身口味的强调”，上海奥美广告董事总经理张崇琦（Joyce
Chang）表示：“风趣幽默的广告创意使得青岛从诸多啤酒品牌中脱颖而出，不失为这一行业广告创意的一缕春风。”

该款广告针对世博会的所在地上海，以及周边的华东地区选择集中投放。在媒介的选择上也颇为用心，将在地铁、西式餐馆、外文杂志等外国人的接触点较为频繁的渠道出现。整个活动预计将持续到六月中旬。

Credits:
Project: 喝青岛 懂中国
Client:青岛啤酒
Brief: 以中国啤酒代表者的身份向世界介绍中国啤酒文化以凸显品牌的国际化形象。
Creative agency:上海奥美广告有限公司
Creative Directors: Kevin Lee
Account Lead: Joyce Chang
Exposure: print 杂志、户外
Executive Creative Directors: Kevin Lee
Art Director: Ethan Lin/lei Zhang/Robin Wu
Copywriter: Cindy Shen
Creative Directors: Cindy Shen
Agency Producer: Qin Lin

spirit

Buildings age and become dilapidated.
Machines wear out.
People die.
That’s why we need something beyond material to live on.

爸爸说

我决定向一个看似安稳的依靠说不，因为如果接受就必须牺牲掉我的追求。

不是我情愿选择一条辛苦的道路，而是重要的东西值得这些辛苦。

爸爸说，

“女孩子还是要靠自己。

因为如果你有一份不错的工作、一个安稳的居所，

就算有一天你失去了爱情，

我也不会那么担心你。”

我要一直记着这句话，在我觉得累了的时候，就拿出来。

无脚鸟

从小我就爱吃鸡翅膀，姐姐说长大以后会远走高飞、离家很远。

一语成谶。

17岁，我说我要考上一所离家很远的大学，越远越好。

那时候我并不是向往外面的世界，只是想要离开一个不快乐的家。

我如愿地跨越了半个中国，上了一所离家很远的大学。

再后来，我飞越了半个地球，来到了一个陌生的国度。

我一直飞阿飞，飞得太久太远，像一只无脚鸟。

只是世界上并没有真的无脚鸟。

“我听别人说这世界上有一种鸟是没有脚的， 它只能一直飞呀飞呀，飞累了就在风里面睡觉， 这种鸟一辈子只能下地一次，那一次就是它死的时候。你知不知道有一种鸟没有脚的？他的一生只能在天上飞来飞去，飞累了就在风里睡觉，一辈子只能落地一次，那就是他死的时候。”——阿飞正传

Nostalgia

It once hurt, and still feels.

It has healed, but still shows.

I left it behind, but still memorize.

I am reminded, by the story of someone else.

Nostalgia,

the pain from an old wound.

21条

From: adsoftheworld

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12. Your professional happiness isn’t based on the number of awards or
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15. Be a self-starter. If you identify an idea take charge and go for it.
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