6 recent favorite cases

The author shares six interesting brand creative cases to light up everyone's inspiration and help them see the interesting things in life. Let's read together!

After seeing too many advertising campaigns for big sales, I prefer some more everyday small creative ideas.

Xiaodu Tiantian has insights into how girlfriends get along with each other, IKEA uses playful copywriting to sell products, and Xiaohongshu captures the habitual behavior of the group.

They are like wiping a mirror, allowing us to see that there are many bright and interesting places in life.

01

One of the six templates for creativity is called visual analogy.

It is to transform a relatively new thing into something familiar to us. This short video of Xiaodu Tiantian Girlfriend Phone is a good interpretation of this.

Transform the product functions of Xiaodu Tiantian’s girlfriend phone into 5 daily stories of getting along with your girlfriends.

This kind of real and interesting scene resonates well with readers, thus subtly improving consumers' understanding of the product.

At the same time, Xiaodu Tiantian girlfriend phone has also been integrated into people’s life scenes as a good friend, deepening Xiaodu’s brand core of "companionship".

It is worth mentioning that this idea not only found a communication group where best friends would forward it after seeing it, but also planted a strong memory point, a product that is like a best friend.

02

IKEA is simply a creative factory store.

He can always describe some very ordinary products in an interesting and moving way. Even for a doll, he can always find many strange reasons to buy it.

It’s no wonder that consumers are very fond of such small products.

Such an object is not only reliable and can be hugged, but you can also vent your anger on it at any time.

Of course, a puppy that doesn't bite things is very likable.

Since you can’t be a prince, let me let you experience being a sea king.

The next time I move, I will finally have to bring my family with me.

I have to say, IKEA's copywriting is really good at seducing people.

Even an ordinary product will become lively with a cute copy, as if it is whispering to you and asking you to take it home.

03

Lenovo and Xining Wildlife Park shot a short film.

In addition to interpreting the cuteness of animals, it also explores the "more possibilities of the garden".

What will the zoo of the future look like? It is not just a place for animals to live, but also a paradise, breeding ground, happy valley, and amusement park for animals.

The copywriting inside is very interesting, some of which make people realize something, and some of which make people laugh.

"Love does not require abundance. Love is the possibility of satisfaction."

"We love the arrival of new life more than the arrival of tourists."

"Their gradual recovery is the most heartwarming healing."

"Sometimes, releasing them is the best way to keep them company."

"Happiness can be hahaha, or da da da."

"There are a lot of actors here, but not a single script."

These copywritings are not imagined out of thin air, but are collected from stories of daily interactions between employees and animals, transforming the zoo's intrinsic values ​​into golden sentences.

From this we can see the writing skills, and more importantly, we can see Lenovo and Nishino’s care and love for the animals.

04

Every activity of Xiaohongshu can bring surprises.

The copywriting and posters of this "Da Jia Fashion Week" really understand the psychology of fashion people.

I added a prefix to everyone, capturing some of people's love of beauty as adjectives, and every sentence of the copy resonated deeply.

Going to the bathroom is not just for everyone who needs to use the bathroom.

With new clothes, everyone will be unable to stay at home.

As soon as the green light comes on, I want to leave in a way that makes everyone's eyes light up.

From this set of posters, we can see Xiaohongshu’s unique understanding of Fashion Week.

It is not limited to a certain stage, but in every corner of life, in the bathroom, elevator, rearview mirror, under the street light... Real fashion is the love of life and appreciation of oneself.

05

McDonald's has released another set of posters.

How to express how fast takeout is? Use the Big Mac and Custard Egg McMuffin as the main visual elements, and then design them to look like they are in high-speed motion.

Finally, I saw this outdoor poster:

There is no text, but the message it conveys is received quickly.

"What just passed by? Whoosh."
“I didn’t see it clearly.”

This is a very daily conversation, and also a presentation of McDonald’s creativity.

06

French fashion brand Jacquemus released a creative advertising film, in which a bus based on its own Le Bambino handbag travels alongside cars on the streets of Paris.

This is not the first time we have seen such creativity. Previously, Vans transformed its shoes into two small trucks and drove them on the streets.

Through this case, I want to tell you a universal formula for creativity, which is to enlarge or reduce.

By enlarging your products, this visual contrast will definitely attract a lot of consumers.

For example, Jacquemus's huge straw hat is very popular.

And the launch of mini handbags is also cute and appeals to many girls.

While magnifying your own product, not only make it a check-in location, but also remember to add some brand meaning to it.

By shrinking your product, you can inject some cute and healing elements into it, and it can turn it into a fashionable item.

As long as there is contrast, there will be topics and traffic.

If we want to create something creative, I think we shouldn't just stay in one place and think, but go around collecting wood.

And these interesting cases are just these fuels.

After looking at the creativity of these brands, it seems to be just a wonderful spark, but in fact it leaves us with beautiful imagination.

One day, we will also light up our inspiration.

Author: Black Little Finger, WeChat public account: Shock Copywriter (ID: SHOCKCW)