摄影指导
at
Newland
| 标题 | The Lift |
| Brief | Overthinking has taken hold of our heads. We analyse, ruminate and fret. Footwear brand Bianco wanted to challenge this trend, hence its campaign “Step out of your head”. In the short film at the core of the campaign, a man and a woman regularly find themselves standing together in the lift at their work building. But while their subtitled thoughts reveal that they are deeply attracted to one another, they never say a thing. Their "overthinking" leads to a tragic ending, as the woman steps out of the man's life forever. If only they'd stepped out of their heads instead. |
| 广告公司 | &Co. / NoA |
| 广告战役 | Step out of Your Head |
| 广告主 | Bianco |
| 品牌 | Bianco |
| 首次发布日期 | 2019 / 3 |
| 行业领域 | 女鞋 |
| 广告口号 | Step out of Your Head |
| 剧情简介 | Without dialogue, set in one location, and with a runtime of almost 5 minutes, Bianco tells the greatest love story that almost was. Two people fall in love without the other ever knowing. The only thing that keeps them apart is their overthinking. - What if? What could have been? These the questions bug our minds constantly. Overthinking has taken hold of our brains. Bianco footwear would like you to silence your worst critic - yourself. And Step out of Your Head. |
| 哲学 | In a film set entirely within the confines of a lift, we follow two people who fall in love in each other, without the other ever knowing. We gain insight into their thoughts by way of subtitles. They plot and scheme ways to break the ice, without ever opening their mouths. And that quickly becomes the central conflict. Their overthinking holds them from acting on their desires. The film is an intimate, and often awkward, portrait of thoughts standing in the way of moving ahead. With a nearly 5-minute-long hero video as the absolute centerpiece, this campaign was set to engage emotionally through social media, supplied by a few magazine ads and in-store materials. |
| 问题 | Affordable footwear makes up a rather bland category in Denmark. But that’s no place for Bianco shoes who have always insisted on standing out through socially relevant ads. The objective was to create an awareness campaign that would emotionally resonate by offering a new insight into people’s lives, and this way increase consideration rate. During our initial research, we found that most people tend to overthink situations to such a degree that it holds them back in life. We analyse, ruminate, and think the same thoughts on repeat. Bianco wanted to challenge this trend, as it has more than likely been fueled, in part, by the fashion industry |
| 结果 | Rarely do people call for a sequel to an ad, but in this case they did. The hero film was only allocated a media budget for Denmark and Norway, but it managed to travel much further on its own. - 16.9 million video views on Facebook and YouTube (50% stayed all 5 minutes)- 430,000 reactions- Shared more than 180,000 times on Facebook alone- Organic reach on Bianco’s own Facebook posts amounted to 23% |
| 媒体类别 | Web Film |
| 长度 | |
| Soundtrack | 10db |
| 更多信息 | stepoutofyourhead.com |
| 广告公司制片 | Anne-Mette Lund |
| 制作公司制片 | Maria Louise Ottesen |
| 剪辑师 | Carla Luffe |
| 创意总监 | Thomas Hoffmann |
| 文案 | Mathias Trads |
| 美术指导 | Lea Flodgaard |
| 美术指导 | Anna Katrine Winblad |
| 制作公司 | New Land |
| 导演 | Daniel Kragh-Jacobsen |
| 摄影指导 | Jasper Spanning |