广告指导文件2015年拍摄平面创意

2015年品牌男代言人吴彦祖KV及公关照创意发展2015-07-202旨在传递品牌核心精神理念与新沟通：“Better

Starts

Now”根据总部新规范指示，通过真实、自然的手法呈现代言人吴彦祖的工作、生活多面性。将Better

Starts

Now的三大价值观得以体现，即An

Imaginative

Inventor（一个富于想象力的发明者），A

Devoted

Craftsman（一名热忱的工匠），AnOptimisticImprover（一名乐观的变革者）。用所有的行动不遗余力地去践行这一信念，The

KV

aims

at

communicating

the

core

spirit

of

brand

and

new

communication：“Better

Starts

Now”According

to

the

new

guideline

from

headquarters，We

show

Daniel

Wu’s

multi-faceted

job

and

life

with

true

nature

ways.The

KV

embodies

three

values

of

“

Better

Starts

Now”，which

are

An

Imaginative

Inventor，A

Devoted

Craftsman，An

Optimistic

Improver.With

all

the

actions,

spare

no

effort

to

practice

this

belief.3KV-1创意说明：《冲浪打磨篇》吴彦祖是一名冲浪爱好者，他认为每一次冲浪都是一种全新的尝试，都是一次未知的体验。需要充满激情、坚守信念、挑战自我、并不断突破。冲浪，这是一项“技术与美”融合的运动，亦如同西铁城产品开发理念一样。冲浪也是一项需要讲求速度的极限运动，一定要赶在浪来之前把速度提上来。只有速度比浪快时才有希望“骑”上它，然后站立起来被它一路载到岸边。西铁城全球卫星对时系列，讲求速度感设计概念，3秒极速对时，强调最快在3秒之内可完成卫星对时。两者讲求的都是把握时机。同时每个冲浪玩家，都想去尝试一下在全世界其他国家的海滩冲浪的感觉，都想征服全世界最具挑战的那篇沙滩。西铁城全球卫星对时系列，多达40个世界城市时间的转换，藉由调整秒针带到不同城市，直觉性操作让对时更容易、更快速。时差轻松转换。吴彦祖享受在海浪中乘风破浪的感觉，也享受冲浪前细细打磨冲浪板时内心的澎湃，以及在冲浪板上手绘自己的图案时无限创意发想的那一刻。他认为冲浪让他体会到一个成熟的男人能驾驭更多不同的角色，也能更心平气和地面对人生中的每一种转变。4KV-1

creative

description

:

<Polishing

the

Surfboard>Daniel

Wu

is

a

fan

of

surfing.

The

sport

requires

a

sense

of

passion

and

keep

faith,

challengesyourselves,

and

makes

breakthroughs

constantly

.

This

is

a

sport

which

perfectly

combines“technique

and

art“，

just

like

Citizen’s

product

development

philosophy.Surfing

is

a

kind

of

sports

which

requires

speed

and

passion.

You

should

speed

up

and

do

itfaster

than

the

wave,

then

you

can

stand

up

all

the

way

to

the

shore.

Citizen

Hi-speed

GPSWatch,

Satellite

time,

anywhere

on

Earth,

in

just

3

seconds.

They

both

requires

precise

timing.Most

of

Chinese

surfers

want

to

go

aboard

to

try

and

conquer

the

most

challenging

waves.Citizen

Hi-speed

GPS

Watch,

with

quick

switch

among

more

than

40

cities

around

the

worldby

simply

adjusting

the

second

hand

to

different

cities.

This

intuitive

operation

make

it

easierand

faster.Daniel

loves

the

feeling

as

he

crashes

thru

the

waves,

and

also

enjoys

the

whole

process

frompreparation

to

execution.

Either

polishing

the

surf

board

or

hand-painting

it,

it

both

makes

him

be

more

patient

and

imaginative.

Surfing

allows

him

to

think

and

learn

that

a

mature

manshould

be

able

to

master

his

own

life

and

can

play

more

different

roles.

He

will

deal

with

thechanges

calmly.

This

transformation

makes

me

more

determine

the

faith

of

"better

start

now".56Ad

ModelSatellite

Wave

F900光动能GPS卫星对时表F900CC9015-54ER/P:

RMB15,0007服装建议Clothingsuggestion:89公关照方向PR

photos

posessuggestion:考虑到实际冲浪时，动作会比较激烈，过程中手表不能美美的并且清晰地展露，所以建议公关照可以拍摄吴彦祖拿着冲浪板做一些动作试验，以及吴彦祖在教小孩子冲浪（亲子照）。这两张背景可以租图Since

the

action

of

surfing

is

quite

intensive,

in

order

to

show

the

product

beautiful

and

clear,

wesuggest

Daniel

can

hold

the

surfboard

(instead

of

actually

do

the

surfing

pose).

And

also,

Daniel

Wucan

pose

like

he

is

teaching

a

kid

about

surfing

in

a

studio

setting

(for

family-centric

PR

photos).在棚内教小朋友冲浪动作Daniel

Wu

is

teaching

a

kid

about

thesurfing

in

a

studio

setting在棚内抱着冲浪板，准备出发Prepare

to

go

surfing10KV-2创意说明：《旅行和改变》旅行的意义并不是告诉别人“这里我来过”，而是一种改变。旅行会改变人的气质，让人的目光变得更加长远。旅行会改变你的心态，让你看到不一样的世界，拥抱未知。旅行教会你以一种全新的方式去感受世界。不应止步不前，而是决不妥协，去追求梦想。不再一成不变，而是下定决心，整装出发，去迎接未知和挑战，去改变一成不变的人生。吴彦祖说：不要认为旅行是浪费时间。你总是可以赚更多的钱，穿着西装，打着领带，穿着漂亮的鞋子，在办公室里工作，但旅行会丰富你的生活，让你改变，让你发现，与以往不同的自己，一个更好的自己。11KV-2

creative

description

:

<Travel

and

Transformation

>The

meaning

of

travel

is

not

to

prove

that

"I’ve

been

here“, but

atransformation.

The

fact

is

nothing

changes

yourperspective

like

a

trip. It

will

make

you

think

about

the

longterm

more

and

return

to

fundamentals.Traveling

teaches

you

to

feel

the

world

in

a

new

way.

Should

not

stop,but

never

compromise,

to

pursue

the

dream.

Escape

from

the

normal,be

determined

and

ready

to

meet

and

e

challenges

of

unknown.Traveling

is

like

opening

up

new

windows,

seeing

strange

places,appreciating

fresh

views

and

experiencing

foreign

civilizations

in

turnimproves

you.Daniel

said:

don't

think

traveling

is

a

sheer

waste

of

time.

You

canalways

make

more

money,

wear

suit

and

tie

with

beautiful

shoes,

andwork

in

the

office.

But

travelling

will

enrich

your

life

to

make

youchange,

let

you

find

a

new