This Jingdong 12.12, we made a series of reverse videos.

A collection of martial arts, love, international, workplace and ghost animals! 

Where are the ghost animals, you may ask? Scroll down to find out.

 Issue 1: New naming to create a new image 

Jingdong Warm Festival → Jingdong 12.12 Year-end Goods Festival 2020 Early epidemic, goods stagnation, December is the last season of the product business, so the end of the year is suitable for the promotion. Previously, Jingdong 12.12 named "Warm Festival", there is an obvious seasonal point and emotional temperature, consumers are difficult to get a sense of promotion. Therefore, the idea links 12.12 to the year-end node, continues Jingdong's brand asset - goodies, and strengthens the sense of promotion, creating the Jingdong 12.12 Year-End Goodies Festival. The final version of the Icon skillfully combines the shape of 12 with Joy's eyes. 

最终版Icon 将12的形状与Joy的眼睛巧妙结合

 Past versions Add chicken legs to the art lady

Issue 2: Finding the underlying logic of the creative 

tail money people carnival has just passed, 12.12 why buy? 12.12 in the promotion of points of interest and emotional motivation lack of "grip": no large shopping subsidies, consumers experienced double eleven after the emotional weakness. What advertising needs to do is to arouse the needs that are rooted in the hearts of consumers. We observed that people always want to treat themselves at the end of the year, so we came up with the phrase "it's the end of the year, you have to buy something good". We used this phrase as the call for action and the underlying logic for the entire 12.12 campaign. After we found the grips, we started to write the TVC script.

Issue 3: Create interesting memory points to convey points of interest 

15 seconds, 1 story, 4 brainwashes, 1 reversal, N surprises, covering the target users and daily scenes After grasping the underlying logic, we infinitely amplified the word "inevitable", and then we found the "Law of Inevitability" in life. "Hesitation, will lose" "Investment, will be risky" "Eat sweet, will grow fat" "Don't be so sad". Don't must so sad" "this film will be on the hot search" and other high-frequency phrases in life, skillfully grafted "the end of the year, you must buy some good" point of interest. The five short films are a combination of online game stems, harmonic stems, and broken sub-genres, and the next video is always more surprising than the previous one. In addition to the brainwashing point of the law of necessity in 15s, we also added the visual hammer of "nodding" to deconstruct the seriousness of the previous episode and add points to the comedic effect of the reversal.

TVC Peripheral Nodding Emoji

02Executive Shooting, Director Adds to Creativity

The director's style (face) meets the requirements of the movie is the bottom line from the detailed treatment of past works can be seen in the director's skills, and the lower limit of the work is the aesthetic bottom line that we must think twice when choosing. In addition, lighting, set, color and other production configurations in place, the script should be wonderful, multiple configurations are in place to create a screen work is indispensable conditions. The brainwashing advertisement "No Rear Drive, Not Luxury" lets us see director Xu Wangliang. He is good at storytelling in 15s, has a distinctive personal style, the ability to persuade clients, and an irresistible personality. Creative students and clients love him!

 Director in the middle of a scene

The director adds image ingenuity to add color to the creative script, and the details of the highlights produce the effect of the finishing touch. For example, the animal prop parrot added in the "Tai Chi Chapter" added a sense of wit.

03 Shoot a set of film, pass three sets of material placement, creative combination punch

To cast the transfer of CCTV, but also young and interesting social communication, the budget is not much, how to do creativity? On the combination of placement, 3 films are put on CCTV; 5 in 1 is put on microblogging, shaking sound and other social media. In terms of content, we cut the TVC material into a ghost video, "The Inevitable Laws of Life", with lines focusing on young people's pain points and net terriers, so that the material is more self-propagating.

It is said that after watching the per capita concussion

 Based on the nature of the medium of the Shake Shack placement of content creative 

Vertical screen short film prevalent at the moment, we customized the Shake Shack version of the video with an exclusive opening statement". Zhang Zixian knocked the screen interaction, in the waterfall flow immersive viewing experience to quickly grab the attention of users.

 "Stop swiping, it's time for a meeting."

Finally, we leave the text to the creative team behind the scenes. From the initial script to the final confirmation version, experienced countless rounds of overthrow; the day before shooting, the customer temporarily change the entire scene; delivery of the film, some words CCTV does not allow to mention, creative to the mouth to change the text over and over again ... every day, is the limit of the operation.

Although the creative process is like dancing on the tip of the knife, but enjoy the creativity, you will not feel uneasy.