Cases Collection

Project	Description
Brand	Haier
Product	Refrigerator
Insight	The older generation keeps the not fresh food for themselves, and what they give us is always the freshest.
Format	Video+Poster
Review	"Not fresh" love is a common affection in Chinese society. Starting with small things in life is easy to resonate with people. Secondly, it is in line with the target audience of the product. The product in this advertisement is a refrigerator, and the selling point is freshness. The theme also closely follows the selling point of the product. Two parts that I think can be optimized are: 1. Things in the not fresh supermarket can be purchased for 0 yuan, but the purchase requires viewing the story behind the item. Otherwise, the logic of these young people going to the supermarket to buy not fresh items does not make sense. At the same time, the not fresh supermarket can also be used as a continuous marketing action, opening a pop-up store, and accommodating more products other than refrigerators, but the budget needs to be considered; 2. There is a sentence in the video that says "Not fresh is a way for family members to express love." Although the meaning of this sentence can be understood, the semantics are unclear. Changing it to "Leaving not fresh food for oneself is a way for family members to express love" may be more appropriate. There is no need to forcibly delete it for simplicity.

Project	Description
Brand	Zhong Xuegao
Product	Jinguired Adzuki Bean Ice Cream
Insight	"Days under the tile" The tile is both the symbol of the brand and the shape of the product. It also extends the people living in the osmanthus producing area.
Format	Video+Poster
Review	The two videos tell the story from two different perspectives. One is the diary of a nine-year-old girl, using the perspective of a child to describe osmanthus, and at the same time, new osmanthus information is embedded in the copy. The innocence of the child makes the advertisement not only the product itself, but also has a sweet and beautiful feeling that touches people's hearts. And this sweetness is osmanthus sweetness. The use of the word "fluttering" in this video is very clever; The other video is taken by the village chief, and the village chief's heavy accent is quite discouraging. The copy is still beautiful, but it loses its charm. It is not because of the village chief, but because it is not appropriate for the image of the village chief to read out this poetic verse.

Project	Description
Brand	Japanese High Schools
Event	Enrollment
Insight	Another interpretation of the derogatory term "against the wind"
Format	Poster
Review	The creativity is very clever. The poster uses real photos, combining multiple high school teachers and students' photos, and even includes a cat and a dog. Their hair is blown by the wind, but their expressions are calm. There is a humorous contrast, and the copy adds more meaning.