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“练眼”和“练心”是创意人每天的必修课。在思美,每个创作人员将这句话贴在自己的案头。宁心安神胶囊是杭州胡庆余堂推出改善睡眠和根治失眠的 OTC 药品,最重要的利益承诺是:连续服用4瓶,睡眠质量得到改善;连续服用6瓶,失眠的困扰不会再有……接到客户的 breif 是在一个神疲力竭、睡意频袭的下午。客户临时起意要求我们在当天下午赶制二则表现产品功效的平面稿,一张表现服用4瓶后的效果,一张表现服用6瓶后的效果。这样的指令带来了五个前所未有的挑战:一是不能直接在广告中出现“彻底、完全解决失眠”之类的承诺;二是不能直接用人物形态
Practicing Eyes and Practicing Hearts are compulsory daily lessons for creative people. In the United States and the United States, each creator posted this sentence in his own desk. Ningxin Anshen Capsule is an OTC drug for improving sleep and cure insomnia in Hangzhou Hu Qing Yu Tang. The most important benefit commitment is: taking 4 bottles in a row and improving the quality of sleep; taking 6 bottles in a row will not cause insomnia again The breif to the client is in the midst of an exhausted, drowsy frequency. The customer’s tentative intent required us to produce two drafts that demonstrated the efficacy of the product in the afternoon, showing the effect after taking 4 bottles and the effect after taking 6 bottles. Such an order brings five unprecedented challenges: First, you can not directly appear in the ad “completely and completely solve the insomnia ” kind of commitment; the second is not directly in the form of characters