舉報(bào)
2025-02
在菲律賓馬尼拉的街頭，小商販們經(jīng)常獨(dú)自站在攤位后面，用掃帚或紙板等臨時(shí)物品堵住攤門，表示他們正在休息。
雀巢旗下品牌KitKat在觀察到這種現(xiàn)象很常見(jiàn)后，推出了“KitKat Break Bar（奇巧休息吧）”活動(dòng)。
KitKat制作一種超大尺寸的巧克力棒，設(shè)計(jì)成可以滑進(jìn)門把手之間的樣式，免費(fèi)贈(zèng)送給商家。這樣一來(lái)，著名的巧克力棒變成了商店暫時(shí)關(guān)閉休息的信號(hào)。
VML 菲律賓公司的創(chuàng)意總監(jiān)Maan Bautista說(shuō)，這個(gè)創(chuàng)意的誕生首先源于對(duì)當(dāng)?shù)亓?xí)慣的密切觀察：“最好的廣告活動(dòng)源自真實(shí)的行為。將 KitKat變成菲律賓店主的實(shí)體暫停信號(hào)，使該品牌在他們的日常生活中更加牢固?！?/p>
項(xiàng)目信息
品牌/廣告主
KitKat
營(yíng)銷機(jī)構(gòu)
參與者
獎(jiǎng)項(xiàng)榮譽(yù)
2025
Cannes Lions
Classic | Outdoor | Social Behaviour
Shortlist
2025
ONE Asia 萬(wàn)亞國(guó)際創(chuàng)意獎(jiǎng)
Design | Posters & Out of Home
Silver
2025
ONE Asia 萬(wàn)亞國(guó)際創(chuàng)意獎(jiǎng)
Out of Home
Best of Discipline
2025
ONE Asia 萬(wàn)亞國(guó)際創(chuàng)意獎(jiǎng)
Out of Home | P.O.P. & In-Store
Gold
2025
ONE Asia 萬(wàn)亞國(guó)際創(chuàng)意獎(jiǎng)
Creative Effectiveness | Consumer Goods
Bronze
2025
ADFEST
MEDIA LOTUS | Use of Ambient: Small Scale
Bronze Lotus
2025
ADFEST
BRAND EXPERIENCE LOTUS | Ambient: Small Scale
Silver Lotus
2025
ADFEST
OUTDOOR LOTUS | Ambient: Small Scale
Silver Lotus
2025
MAD STARS 釜山廣告獎(jiǎng)
Diverse Insignts Stars | Culture & Context | Cultural Insight
Grand Prix
2025
MAD STARS
Brand Experience & Activation Stars | Culture & Context | Cultural Insight
Gold
2025
MAD STARS
Design Stars | Culture & Context | Cultural Insight
Bronze
2025
MAD STARS
Outdoor Stars>Use of Outdoor>Ambient: Small Scale
Grand Prix
2025
MAD STARS
Outdoor Stars | Culture & Context | Cultural Insight
Silver
2025
Spikes Asia
Media | Small-Scale Media
Bronze Spike
2025
Spikes Asia
Design | Retail Environment & Experience Design
Silver Spike
2025
Spikes Asia
Outdoor | Social Behaviour & Cultural Insight
Shortlist
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