当名画成为广告商的宠儿 What If Ads Were Famous Paintings?

By July 18, 2017Branding, Creative Design

一直以来,艺术品都给广告商提供了源源不断的创作灵感。这其中也不乏一些让原作者欲哭无泪的作品,当然也有青出于蓝胜于蓝的创作。下面就给大家欣赏3样作品。
Fine art has been a bottomless source of inspiration for a lot of advertisers. Of course, some of the results would make the artist-creator cry, while others are great, award-winning examples. We got 3 for you.

 

肖像成品
The ‘Portraits Completed’ 

 

芝加哥的奥美公司脑洞大开,为各个名画创作了“另一半”,其中包括著名画家维米尔的《带珍珠耳环的少女》、梵高的《自画像》和达芬奇的《蒙娜丽莎》。
This year Kiwi shoes playful campaign ‘Portraits Completed’ won the Cannes Lions Gran Prix, the Oscar of advertising. Ogilvy Chicago agency imagined and painted the bottom half of famous artworks from Vermeer’s Girl with a pearl earring to Van Gogh’s Self-portrait and Da Vinci’s Mona Lisa.

更有意思的是,除了把半身像变成全身像,奥美公司还为此策划了一场画展:全程语音解说,配有专门的APP让这些画“活过来”。今年,这个名为Kiwi的鞋子品牌与奥美联合举办的策展“肖像成品”获得了广告界的奥斯卡大奖——戛纳狮子大奖。
What’s interesting is that the campaign extends beyond the print work—the agency also organized an exhibition with a humorous audio tour and partnered with a museum app to bring it across the world.

 

梵高版爱彼迎
Van Gogh Bnb
 

 

另一项戛纳狮子大奖来自2016年的李奥贝纳创意:在芝加哥艺术博物馆策划了一场展览,让人们进一步接触艺术。
Another Cannes Lions winner—2016 campaign by Leo Burnett creatives promoting an exhibition at the Art Institute of Chicago, to get people closer to art.

让你与名画待一个晚上,这个想法如何?这项策展重塑了梵高的“暖黄色房间”作为卧室,游客因此可以在网上选择这样的房间。活动一经推出,参与量达到了史上之最。
How would you like to spend a night in a masterpiece? The campaign recreated Van Gogh’s ‘Yellow Room’ as a fully functioning bedroom, available to visitors through a listing on Airbnb. The campaign led to the highest attendance of exhibition in 15 years.

 

下一个伦勃朗
The Next Rembrandt 

 

智威汤逊阿姆斯特丹分公司为荷兰跨国银行集团ING策划的活动横扫9项2016戛纳狮子大奖。“下一个伦勃朗”与微软合作,通过对荷兰著名画作的深入分析,用电脑制作出了3D绘画。
JWT Amsterdam project for a Dutch multinational banking group ING also scooped 9 awards at Cannes Lions 2016. ‘The Next Rembrandt’ made in collaboration with Microsoft, is a 3D-printed painting created by a computer from a deep analysis of Dutch master’s work.

这项先进的技术除了让这个活动在广告界名声大噪,同时还能够修复毁坏或者部分丢失的名画。
In addition to being effective advertising, the technology developed is now used for restoration of damaged and partially lost masterpieces.

 

意外、惊喜:“天呐,有人偷我的广告”
Bonus: “OMG, Who Stole My Ads?

 

说到世界名画,不得不谈到一个创意:“居然有人偷我的广告”。2014年,法国艺术家Etienne Lavie把巴黎广告栏的作品换成了经典名画。
Talking about classical art masterpieces in advertising we couldn’t help ourselves and included a bonus project. In 2014 a French artist Etienne Lavie digitally replaced advertisements on Paris billboards with classical paintings.

这个举动引发了社会各界人士热烈的讨论,甚至连媒体的标题都出现了“如果广告被经典名画代替,整个世界将更加美丽”。
The project sparked controversial debates and media titles like ‘If Ads Were Replaced With Classical Artworks, The World Would Be A Beautiful Place’.

三年后,这很可能成为一种趋势:名画不只是“纸上谈兵”,为了满足更多人的需求,商家会创造出更多消费者与名画的互动方式,从而更大程度地实现其经典的价值。
Three years later, the trend is here: it’s not enough to reimagine a classical work in an ad context anymore, the best ads of today create interactive experiences and bring value beyond efficiency.

*注:本文内容来自PLTFRM品牌管理团队内部周会分享,图片来自网络

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