8 favorite sentences in June

The author of this article shared with us some brand copywriting in June. Let us take a look at how brand owners combine copywriting with concepts and products. I hope these copywriting can bring some creative inspiration to everyone and help everyone write better copywriting. I recommend them to copywriting friends for reading.

Before we knew it, summer has arrived.

It's the wonderful season to eat ice cream, watermelon, crayfish and beer.

Now, getting back to the topic, it’s time to review.

Today, let’s review the copywriting worth collecting in June.

(Ranking in no particular order)

1. Xiaomi invites you to go nearby

In early June, Xiaomi’s mobile phone promotional video “Go Nearby” used images one after another to outline a vibrant picture, coupled with flowing copy, allowing the audience to appreciate the beauty of “Nearby”.

In the digital age, we inevitably ignore "nearby". The theme of the promotional video is "disappearing nearby" - the concept was proposed by anthropologist Xiang Biao, meaning "there is no desire or ability to immerse oneself in the world around us and form a narrative". The short film responds to this by saying "only we disappear, and the nearby is always there".

The short film uses the "montage" technique and mobile phone images as the medium to lead the audience to rediscover the beauty around them. Abandoning human voice dubbing, only the most common natural sounds and simple background music are left, and clear photos are connected through copywriting... The product function is promoted in the beautiful "nearby".

Nearby, you hear the sound of wind, rain, running water, birdsong, communication, and telegraph; you see construction sites, the sea, lawns, puddles, cats repairing cats, and the breath of life...

Featured copywriting:

I did hear that the area was disappearing.

But one afternoon

You are bored

With a plop

Dive in

The Deepest Part of Life

You will find that it is only us who disappear

And nearby there are always

/

After all, life is long

It's inevitable to look around

Sometimes I can't remember

The world is the sum of all the neighbors

Like

Child counting stars

I can't always remember

The Earth is also a Star

/

But it's okay

We will forget the surrounding

But nearby

Will not forget us

2. Xiaohongshu Slow People's Day x Guo Biting: Do more small things

Recently, Xiaohongshu and Guo Biting jointly released a short film "Guo Biting's Big Events" for the Slow Man Festival. The Slow Man Festival is a new IP created by Xiaohongshu with the theme of "take it slow, everything is good". It comes from "people matters" and is a new trend on Xiaohongshu - "slow down life".

One of the scenes in the short film is very impressive: under the blue sky, on the wide lawn, there is a big tree, under the tree, there is a swing. On the swing, the girl is swinging gently... Such a quiet scene is perfect for Guo Biting~ At the same time, the short film copy is also full of relaxation, "Walking on the shadows" and "Collecting petals for the tree"... Playful verbs, fresh painting style, life is so real~

In the hurried pace of modern life, isn’t it a great thing to slow down occasionally, feel the little things around you, and return to the beauty of life?

Featured copywriting:

They asked me, I always looked relaxed.

It's like I don't care about anything.

/

Um...what's the big deal?

/

Walking with the dog on the shadow

Pick the fruits planted in spring in summer

Collect the petals that have been hanging on the tree for a whole year

/

Are these... a big deal?

I don’t know…

/

Prolong the taste of summer

Help the jacaranda bloom again on the eaves

/

Do more small things and think less big things

Feeling it slowly is my big deal

/

Slow Man's Covenant: Adopt a tree,

Treat it as yourself and raise it again.

3. Soul×No. 600, Wanping South Road: Soul Medicine Poetry

How anxious is Generation Z?

The endless stream of "crazy" literature, the ever-popular "involution" and "lying flat", the "maluo" emoticon package that has become popular all over the Internet...

Poet Yu Jian said: "The world is always anxious, but poetry is a kind of stability."

Recently, Soul App teamed up with "No. 600 Wanping South Road" (Shanghai Mental Health Center) to create an offline "Psychological Medical Poetry" exhibition based on 12 classic works of poet Yu Xiuhua and some works of poetry bloggers, hoping to use poetry to heal young people's emotions and turn emotional problems into healing poems.

Each line of poetry is like a gentle breeze, gently blowing across the frowning brows and anxious hearts. She tells you: you are yourself, because "your existence is composing the poetry of life"; she tells you: failure is okay, after all, "everything has a solution, and not solving it is one of them"...

As a new social platform that is popular among young people, Soul sees their troubles and guides them to face their psychological needs in a way that is easy for young people to accept, so that they can learn to seek help and heal themselves. It tells young people in a gentle and powerful way: in the midst of busyness and pressure, we can still find a habitat for our souls through poetry.

Image source: Soul App WeChat official account

Selected poetry copywriting:

"Ideal Afternoon"

No plan

No temporary changes

No extra nonsense

Just sit down

Looking at the world outside the window

I'm no longer entangled

/

Stop for a moment

On the way home from get off work

Sunset is another kind of red light

I couldn't help but look up

So I braked.

/

A Flower

A flower comes to work in the world

I earn the love of passers-by and my loved ones.

/

"benefactor"

The sun is my benefactor

Every time I go out, I am repaying my gratitude.

/

"Hi"

Next to the sea is the exit

Many things should be said

4. Ele.me x Niao Niao: "Life is easy to get by"

It’s graduation season again, and it’s time to “choose a job” again. In the current severe employment situation, many people are facing the problem of unemployment after graduation. This year’s graduation season, Ele.me teamed up with talk show actor Niao Niao to send blessings to this year’s graduates.

The short film chooses the concept of "rice bowl", links "finding a job" with three meals a day and Ele.me, and invites previous graduates to talk about their current "rice bowls": animal keepers, breakfast shop owners, digital nomads, ceramic artists... The "rice bowls" they choose may not be related to their original majors, and may not be so conventional, but their lives are so real and vivid, which can also alleviate some of the anxieties of graduates.

After all, there is no standard answer to life’s “rice bowl”;

No matter what kind of bowl you have, it can be filled with a steaming life!

Featured copywriting:

Everyone has a time to choose a job.

How should I choose?

/

Some people don’t worry about the city when choosing a job.

Just consider whether the office is big enough.

In her team,

There are leading sheep, fighting wolves, and mountain guarding tigers, and they are all easy to get along with.

You only need to maintain good relationships with colleagues, there is no need for interpersonal relationships at all.

/

There are also people who don’t like to punch in and out at get off work.

I found a job that allows me to clock in all over the world.

No need to be on time, no lateness or early departure,

Snow-capped mountains, seas and grasslands are all her workstations.

…

Of course, there are also those who love to play.

Work experience can be counted from childhood.

Playing in the mud,

She is not some newbie with zero experience.

…

5. Mousse made a wish for twenty years

Turning off the lights marks the end of the day and the beginning of sleep.

When the lights go out, the day is over. Lying in bed, the tired soul is comforted, and the time alone is fully enjoyed, perhaps with the loved ones around. Thousands of families, in thousands of ways, enter a sleep, and enjoy a quiet night together.

So, as the lights went out one by one, the brand made a wish for its 20th birthday: thousands of lights, sweet dreams tonight. Let the lights of thousands of homes become the candlelight for Delicious to make a wish. Turning off the lights is like blowing out a candle, hoping that the wish will come true.

This is the second time that Qun Yushan has produced a brand promotional video for De Rucci after "Rain Sleep". In the video, the atmosphere of night life is naturally revealed, and the form of "birthday short film" makes the brand more humanistic.

Featured copywriting:

Today is Mousse’s 20th birthday.

On your birthday, you should blow out the candles and make a wish.

3, 2, 1, huh—

/

These lights

Many people have expectations for life.

When hopes come together, they become the lights of thousands of homes.

/

Thousands of lights are on day and night

There is hope at sunrise and thought at sunset

/

The lights are on, which represents the beautiful yearning of life for thousands of families.

When the lights are dimmed, you need to take a good rest to achieve the life you long for.

Lights flicker and go out, life goes on

…

6. Job application letter to this subway station

Following the placement of advertising posters with the slogans “Really, it removes makeup” and “Be gentle” at subway stations during 618 last year, Zhiben put up posters at subway stations for its star products, facial cleansers and makeup removers, in June this year.

Yes, you read that right, not only the resume, but also the interview scene hhh

Coinciding with the graduation season, Zhiben used the creative idea of ​​"submitting resumes" to communicate with users in a low-key manner. By turning users into interviewers, Zhiben is more likely to win favor. In addition, the resume more concisely and clearly shows the advantages of the product, creating a sense of luxury visually.

In addition to the "resume" ads, Zhiben also released a series of "interview scene" posters. From "introduce yourself in one sentence" to "what is your core competitiveness", these workplace interview questions can resonate with every worker.

Image source network

7. BYD x European Cup: Helping young people realize their dreams

The European Cup, which is held every four years, kicked off in Germany. Although the Chinese team did not attend, there were many Chinese corporate advertisements in the live broadcast, and BYD was one of them. BYD shot a short film "Run, Chinese Football Boys".

The film was shot in Xinjiang and tells the story of a group of football teenagers who pursue the "European Cup" in their naive pursuit, meet BYD staff, and finally go to the European Cup to watch the game together. The last sentence of the short film, "Once upon a time, Chinese cars were not as good as Chinese football", compares football with the automobile industry, and conveys BYD's beautiful expectations and vision for the future of Chinese football.

In fact, BYD has realized the wishes of the children in the commercials in reality. The brand carefully selected hundreds of talented football teenagers from all over the country to start their study tour in Germany, helping Chinese football teenagers to go global!

Featured copywriting:

A football is a seed of a dream

The passion of a young man can cross mountains and seas and thrive

Go chase the wind, go chase the dream

Once upon a time, Chinese cars were not as good as Chinese football

BYD firmly believes

As long as we keep running, one day we will run to the world

Run as fast as you can, Chinese football teenagers!

8. I was touched by Shenbao

In June, an outdoor advertisement of Huiren Shenbao also attracted a lot of attention: the poster with one corner drooping, coupled with the sentence "I started to feel tired halfway through the advertisement...", made the workers exclaim: They are simply playing me...

Not only that, the same series of ads also appeared at bus stops, on buses, in office building elevators, etc., and they also looked "unfinished", which was really eye-catching! Many people with obsessive-compulsive disorder also said they were going crazy.

All pictures are from the Internet

This advertisement cleverly uses design to integrate the poster into the surrounding environment, finds high-frequency scenes that office workers come into contact with as signal transmission points, and uses posters that look like they are half-pasted to restore the state of physical fatigue and lack of energy of office workers, accurately hitting the "pain points" of office workers, and coupled with straightforward advertising copy, it has a great visual impact and is truly impressive.

Author: Meihua.com Editorial Department

Source: WeChat official account: "Meihua.com (ID: meihuaevent)"