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mmorny — Sat, 30 Oct 2010 04:24:59 +0000

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FWD:青岛啤酒推世博平面广告：“喝青岛，懂中国”

mmorny — Thu, 03 Jun 2010 03:11:00 +0000

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

mmorny — Fri, 23 Apr 2010 10:16:03 +0000

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

爸爸说

mmorny — Thu, 04 Feb 2010 19:08:59 +0000

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

mmorny — Tue, 02 Feb 2010 20:38:34 +0000

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

mmorny — Mon, 01 Feb 2010 15:59:56 +0000

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

mmorny — Mon, 11 Jan 2010 21:07:06 +0000

From: adsoftheworld

Find the right place to gain as much experience as possible in the
shortest amount of time. This may mean a hot-shop independent agency, a
large multinational or hopping jobs every 2 years depending on the
available options you may have.
Work somewhere that’s worthy of your time and talent. Don’t settle for any job.
Put more effort into your job than expected and do it cheerfully.
Become the most positive and enthusiastic adman in the agency.
Be forgiving of yourself and others. We’re humans and we make
mistakes even when we only have good intentions. Don’t allow such
mistakes make you lose sight of long term goals.
Be generous with your contributions to the team’s work. Do not try to take credit for every idea you came up with.
Persistence, persistence, persistence. Great work never just falls
into your lap. You need to work for it, refine it, perfect it.
If you clearly see you’re going into the wrong direction with your
strategy do not be afraid to stop and rethink everything even if it
means you have to start everything from scratch.
Discipline yourself to save money on even a modest salary. This
will give you the freedom to change jobs when things go bad and will
allow you to take meaningful holidays that refresh your mind and body.
Commit yourself to constant improvement. Technology and the industry is developing really fast. You have to keep up.
Commit yourself to quality. Do not ever settle for something less than your outmost best. Perfect your work till time allows.
Your professional happiness isn’t based on the number of awards or
how much you make, but on the relationships you have with your
colleagues and clients. Treat them with respect.
Be loyal to your clients and your agency. It will be appreciated even by the competition.
Be honest with your work. Never lie or mislead the consumer. If you do you will feel miserable about your profession.
Be a self-starter. If you identify an idea take charge and go for it.
Do not blame others. If you’re unhappy about something take the initiative to change instead of whining about it.
Be decisive even if it means you’ll sometimes be wrong. Timing is everything in advertising.
Be bold and courageous with your work. When you look back on your
professional life, you will regret the the things you didn’t do more
than the one you did.
Do not overestimate the value of formal education. Most successful
adman never had formal advertising eduction. Real work experience is
more valuable than any education.
Eat healthy, do sports. Your mind and body are your only tools
available to you. Do not abuse substances. Save them for those critical
special times when you really need a boost.
Don’t take all advice for granted. Pick what’s useful for you. Make up your own rules and change them at your will.

UP

mmorny — Fri, 25 Dec 2009 18:51:04 +0000

Carl和Ellie有一个玻璃瓶，当他们在现实生活中感到挫败的时候，就开始一点一点地往里存钱，想要去实现儿时的梦想。然而现实生活总是有很多的意外，他们不得不一次次地砸碎这个玻璃瓶，而他们的梦想之路就只能一次次地重新开始。

我们每个人都有一个玻璃瓶，那是梦想与现实交汇的地方。因为现实，不得已一次次暂缓牺牲了我们的梦想。于是我们拥有的只是一个似满未满的玻璃瓶，而梦想依旧是那么遥不可及。

每一个希望就像是一颗气球，抓在手中我们可以感受那股漂浮向上的力量，放飞的时候却不知道会漂向何方。要有许多许多许多的希望才能承载现实的旧屋，一路向上，向着梦想飞翔。

家是什么？可以简单到是两把曾经相依而坐的旧椅子。幸福是什么？是那些让人记忆深刻的无聊瞬间，坐在马路牙子上数着红色蓝色的汽车。

《UP》，09年平安夜我看的电影。现实在下，梦想向上。

Stuck

mmorny — Tue, 01 Dec 2009 05:22:59 +0000

Life is a running river. It is rushing all around us, but we are not going anywhere. Like a log-jam in the river, we are stuck. We know something we don’t like, but we don’t know how to leave. We have a dream we’d like to fight for, but we aren’t exactly sure where to begin. If we move forward, we are so scared to lose what we would’ve have. But we can’t step back, there is just no turnaround. We are getting older, but not necessarily wiser. We are aging, but not sure if we are actually growing. We are struggling. We are in pain. We are trying so hard to figure life out. But we are just stuck.

Hair

mmorny — Thu, 19 Nov 2009 16:02:15 +0000

I got a new haircut, the shortest one ever in almost 10 years, with a bang hurting my right eye a little bit. It’s been two weeks now, but I am still not sure if it actually looks good on me. Probably I am the most stubborn person I’ve ever seen. As you know, stubborn people are often scared of change. However, I might miss the delicate long straight hair I once had. For now, I do feel like a happier, stronger and more independent person.