dongqi | 如何為美妝帝國(guó)講述中國(guó)故事？
2019年至2020年，我們?yōu)檠旁?shī)蘭黛集團(tuán)（Estée Lauder Companies，又“ELC”）中國(guó)國(guó)際進(jìn)口博覽會(huì)展廳創(chuàng)作參展主題「至臻至美 致中國(guó)」。
在企業(yè)文化層面，ELC去年面對(duì)的最大挑戰(zhàn)是：旗下20多個(gè)性格不一的頂尖品牌首次以團(tuán)體身份亮相，如何找到他們統(tǒng)一的定位與傳播語(yǔ)言，講述一個(gè)打動(dòng)中國(guó)的集團(tuán)故事？
dongqi與ELC合作開(kāi)發(fā)了整體的展示概念。在「至臻至美 致中國(guó)」的統(tǒng)一框架下，集團(tuán)陳列了雅詩(shī)蘭黛、海藍(lán)之謎、魅可、倩碧、祖瑪瓏、湯姆福特、芭比波朗、悅木之源、朵梵、朗仕、雅芮、格萊魅等多樣化的頂尖美妝品牌產(chǎn)品與內(nèi)容。
Estée Lauder Companies (ELC) has participated in China International Import Expo (CIIE) 2 years in a row from 2019 to 2020 under the "Made of Prestige, Made for China" theme created by us. The challenge was to unite over 20 different sub-brands owned by the company and to tell one coherent story that would impress China and Chinese government.
dongqi partnered with the ELC team to develop the holistic concept, “Made Of Prestige. Made For China”. Under the concept, the company showcased products and content of the company’s top beauty brands: Estée Lauder, LA MER, M.A.C, Clinique, Jo Malone, Tom Ford, Bobbi Brown, Origins, Darphin, Lab Series, AERIN Beauty, GLAMGLOW, etc.
01 Messaging
切入
精準(zhǔn)提煉的傳播須找到差異點(diǎn)才可脫穎而出。
于是我們拋出以下問(wèn)題：
雅詩(shī)蘭黛集團(tuán)與其他美妝帝國(guó)之間究竟有何不同？
回顧定位后，我們與ELC Corporate團(tuán)隊(duì)緊密合作，深度梳理集團(tuán)發(fā)展歷程，將1946年以來(lái)專注于高端美妝臻品、致力于打造至臻至上的美的集團(tuán)基因與天賦高度概括為Made Of Prestige.
對(duì)應(yīng)中文文案至臻至美。
進(jìn)博會(huì)的愿景是「新時(shí)代 共享未來(lái)」。放在美妝語(yǔ)境中， 在新時(shí)代，美已成為中國(guó)創(chuàng)造性表達(dá)的一部分。集團(tuán)作為締造新時(shí)代之美的參與者，愿意與中國(guó)一起，引領(lǐng)世界之美。進(jìn)一步挖掘ELC這一龐大的家族企業(yè)與中國(guó)的共性之后，我們完成了口號(hào)創(chuàng)作——
We worked to define the strategy and language uniting the brands that comprise ELC. The process began with the ask “what makes ELC unique from its competitors?” While others might own “accessible beauty” or claim themselves “resourceful beauty”, the Lauder family had devoted themselves to “prestige beauty” since 1946. The word “prestige” was engraved deeply in the DNA of ELC, a global house of prestige beauty. That’s where our messaging of “Made of Prestige” came from.
Meanwhile, with China International Import Expo (CIIE) ’s vision of “New Era, Shared Future”, the company was committed to the Chinese market to become a leader in innovation for the new era in the pursuit of the future of prestige beauty. From there on, adding CIIE’s conduct, we completed the slogan:“Made of Prestige. Made For China.”
02 Telling
講述
我們的內(nèi)容圍繞「至臻至美 致中國(guó)」展開(kāi)，以大美之美、發(fā)展之美、融合之美、大愛(ài)之美、創(chuàng)新之美五個(gè)小章節(jié)囊括了集團(tuán)的背景與理念，本土化管理與創(chuàng)新，將世界高端美妝品牌帶來(lái)中國(guó)市場(chǎng)，在中國(guó)的公益投入與社會(huì)責(zé)任等層面。
After determining the slogan, we composed the brand content. From the company history to its vision of innovation, from its localization in the management system to product customization, from its mission of bringing in global beauty experience to its social responsibility as a Chinese corporate citizen, our messaging system explained ELC’s “Made of Prestige. Made For China” incisively.
03 Content Curation
內(nèi)容衍生
影片制作 Video Produced byCS Global
高辨識(shí)度、高記憶度的企業(yè)宣傳內(nèi)容，與空間設(shè)計(jì)、展陳設(shè)計(jì)呼應(yīng)，達(dá)到完美融合的境界，引導(dǎo)參觀者沉浸于藝術(shù)化、一體化的多元探美體驗(yàn)，讓2019年雅詩(shī)蘭黛集團(tuán)展館從眾多參展品牌中脫穎而出。
Highly recognizable and memorable brand content was combined with our spatial and exhibition design perfectly, enabled visitors to immerse themselves in an artistic and integrated adventure. And this was what made Estée Lauder Companies stand out from all the other competitors.
品牌顧問(wèn)：dongqi Architects
創(chuàng)意總監(jiān)：蛋白
團(tuán)隊(duì)：蛋白、姜南、王一軍
影片制作：CS Global
Brand Consultancy: dongqi Architects
Creative Director: Yuan Yuan
Team: Yuan Yuan, Jiang Nan, Jim Wong
Production House: CS Global
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