望湘園： “2017，湘約趣吃辣” 圣誕新年整合營銷
奇幻物語系食物動畫視頻／#2017湘約趣吃辣#
圣誕和元旦就要來了，雞年還會遠嗎？2016年即將過去，但我們的作品還在路上。繼上一波為阿里閑魚拍賣創(chuàng)作的雙十二系列海報，這一波作品是為望湘園創(chuàng)作的雙旦（圣誕與元旦）系列gif海報和動畫視頻。
爆炒辣牛蛙／#2017湘約趣吃辣#
望湘園，它是一家成立于2002年6月，專門經營中端精品湘菜的餐飲企業(yè)，是國內第五家于新三板上市的餐飲企業(yè)，入選“2015年度中國餐飲百強企業(yè)”，全國各地有60多家實體店。
結合望湘園菜品——“辣”的特色，以及圣誕元旦的節(jié)日氛圍，我們產生了系列海報的主題口號:
#2017，湘約趣吃辣#。為了讓海報，充滿趣味性，我們采用了插畫+動圖的形式，并融入望湘園菜品的食材：牛蛙、辣椒、雞蛋、雞、魚、蘑菇以及他們家的辣椒人卡通形象，而且在每幅平面海報中加入望湘園的品牌基因——花紋，該花紋是我們在望湘園logo的菱形框基礎上經過變形得到的。為了進一步增加海報的趣味性，每一個平面海報，我們都根據圣誕節(jié)以及元旦的節(jié)日氛圍，構思有趣、幽默的場景，既幫助望湘園完成本次節(jié)日傳播的訴求，又增強受眾視覺體驗的趣味性。
剁椒魚頭王／#2017湘約趣吃辣#
湘西霸王蛙／#2017湘約趣吃辣#
臘八豆荷包蛋／#2017湘約趣吃辣#
土雞燉蘑菇／#2017湘約趣吃辣#
虎皮尖椒／#2017湘約趣吃辣#
圣誕雙椒／#2017湘約趣吃辣#
泡椒牛蛙／#2017湘約趣吃辣#
圣誕辣就去滑雪／#2017湘約趣吃辣#
‘South Memory’ is a Chinese chain restaurant brand which founded in 2002, specializing in premium spicy Hunan Cuisine. The brand now has over 60 branches all over China. Having bold and innovative spirit, The Nine, the creative agency founded by Jody Xiong, was appointed to be the exclusive brand design agency for South Memory since 2016. Festival season is coming, South Memory wants to launch a series of Posters to celebrate Christmas, New Year and the coming of the Year of Chicken, meanwhile, to improve the recognition of Chili Pepper Man, the Brand’s Mascot.
Since the Hunan Cuisine is specialized in spicy flavor, The Nine created the slogan of the campaign as ‘2017, let’s go spicy and fun.’ To bring the relaxing humorous to the poster, The Nine made motion graphic posters, combining the personified ingredients such as fish, king frog, mushroom and eggs, with the mascot, Chili Pepper Man. All characters were put into a relaxing yet festive scene, to create a holiday atmosphere. One of the poster was inspired by the coincidence that Christmas and New Year shares the same syllable in the end, and the syllable pronounces just the same as ‘Egg’. In one of the GIF posters, a chicken, implying ‘the Year of Chicken’, lays two eggs, implying ‘Christmas’ and ‘New Year’.
The posters are used in social media communication, and they are also made into videos that played on screens in the restaurants. Thus Jody and his team helped South Memory improved the awareness of the mascot in China and attracted people to have reservation for holiday feasts in South Memory.
回顧The Nine團隊奧運期間為望湘園創(chuàng)作的動畫視頻：
《吃湘喝辣, 做生活的冠軍》
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