《宝洁×快手营销事件报奖视频》拼贴动画——安戈力文化

—Client / 客户
北京美广互动
—Project name & type/项目名称&类型
宝洁×快手营销事件报奖视频
—Production House / 制作方
UGLY/安戈力
—Production Date/产出时间
2021年8月20日
—Production cycle / 制作周期
11 days

1. BACKGROUND PROJECT

With the rise of new domestic products, international brands have encountered development bottlenecks. How to do a good job in local marketing and gain more “Chinese recognition” has become a problem that P&G must think about. Through this short video, let’s take a look at P&G’s local marketing!

新国货崛起，国际品牌遭遇发展瓶颈。如何做好本土营销，获得更多“中国人的认同”，成为了宝洁必须思考的问题。通过这条短片，让我们来看看，宝洁的本土营销！

2. STORYBOARD

This time P&G and Kuaishou’s promotional video, we chose to show it in the form of collage, combined with the Chinese red of the Olympic event, the content shows the fighting spirit of the Olympic athletes. In addition to conveying the positive Olympic spirit, it also uses concise spelling. Post introduction, let you know that P&G’s local marketing is so successful!

这次宝洁联合快手的宣传短片，我们选择以拼贴的形式来展现，结合奥运盛事的中国红，内容展现了奥运健儿们的拼搏精神，在传达积极向上的奥运精神外，还以简洁的拼贴介绍，让你了解宝洁的本土营销做得如此成功！

In order to actively develop the Chinese market, the problem that P&G must face is to gain more “identity from the Chinese”, and how should it be achieved? P&G’s focus is on the Tokyo Olympics, where people all over the country focus on it, and their emotions are affected by the event; Kuaishou, with the broadcasting rights of the Tokyo Olympics, has become the home ground for Chinese people to cheer for the Olympic athletes.

要想积极开拓中国市场，宝洁必须直面的问题就是获得更多“中国人的认同”，而它应该怎样去实现呢？宝洁的关注点放在了东京奥运会上，东京奥运，全国人民的目光都聚焦于此，情绪被赛事牵动；快手，凭借东京奥运会转播权，成为国人为奥运健儿加油助威的主场。

P&G teamed up with Kuaishou to turn the world’s Olympic Games into an opportunity for local marketing. During the Olympic Games during the special period, Chinese athletes are still as enthusiastic as ever, but there are less cheers and shouts from some Chinese people on the field, so Procter & Gamble and Kuaishou decided to release the “Pretty China, Let’s Give Together” platform event to collect countless Chinese cheering voices , and send them to Tokyo!

宝洁联合快手，把世界的奥运，变为本土营销的机遇。特殊时期的奥运，中国健儿依旧热血如初，但是赛场上却少了一些国人的欢呼呐喊，于是宝洁和快手决定，发布“挺中国漂亮，一起奥力给”平台活动，收集无数中国人助威的声音，然后把它们送到东京！

1. Launching on the main side, using top-level exposure and rendering cheering emotions; 2. Combining hot content to make every “beautiful China” moment of the Olympic Games an entrance to transmit power; 3. Champions, talents, and participation of the whole people. Countless people use “Aoli Giving” to help “beautiful China”. Countless “Oligai” have become the power of Chinese athletes to fight hard!

1.主端开屏投放，用顶级曝光、渲染助威情绪；2.联合热点内容，让每一个奥运的“中国漂亮”瞬间、都成为传递力量的入口；3.冠军，达人，全民参与。无数人用“奥力给”，助力“中国漂亮”。无数个“奥力给”，变成了中国健儿拼搏的力量！

3. CHARACTER SETTING

In terms of overall character selection, Olympic athletes are the main ones. The competitions involved include weightlifting, gymnastics, track and field, table tennis, volleyball, etc. These competitions are used as collage elements, as well as the Tokyo Olympic Games venues and Tokyo representatives. Sexual architecture and sculpture are also incorporated into the collage elements.

整体人物选择上，以奥运健儿为主，涉及的比赛项目涵盖了举重、体操、田径、乒乓球、排球等等，选用这些比赛项目作为拼贴元素，同时还有东京奥运会的比赛场馆以及东京代表性建筑、雕塑也融合在了拼贴元素之中。

4. CAMERA VOICE DESIGN

The short film starts with the local marketing problems faced by P&G, throws out the problems, proposes the Tokyo Olympics and Kuaishou broadcast rights, and provides solutions to the problems, so that P&G’s local marketing problems can be easily solved.

短片从宝洁面对的本土营销难题入手，抛出问题，提出东京奥运以及快手转播权，给出了难题的解决方案，让宝洁的本土营销难题迎刃而解。

The mirror image shows the effect alone

分镜图单独展示效果

In the scripting stage, we racked our brains on how to explain the marketing of P&G and Kuaishou with straightforward and interesting content, and fully demonstrated the advantages of the collage style.

在脚本阶段，我们就绞尽脑汁，如何将宝洁及快手的营销，以直白有趣的画面内容去阐述，并且将拼贴风格的优势展现得淋漓尽致。

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER    /编剧&策划
BEIJINGMEIGUANGHUDONG
—SPLIT MIRROR /分镜
SISSI
—CONCEPTION /元素设计
  TANGBOLIANG\YTUOXINER
—ORIGINAL PAINTER /原画师
    TANGBOLIANG\YTUOXINER
—MIDDLE PICTURE     /中间画
    TANGBOLIANG\YTUOXINER

—SCENE TEACHER    /场景师
  TANGBOLIANG\YTUOXINER
—COLOR SETTING /色定
  TANGBOLIANG\YTUOXINER
—DIRECTOR /导演
  SHUIZHI YIN
—PRODUCTION /制片
  LIJUAN ZHUANG
—ANIMATOR /动画师
    TANGBOLIANG\WEI
—SPECIAL EFFECT /特效师
  TANGBOLIANG\WEI

—CHECKER    /动检师
  TANGBOLIANG\WEI
—EDITING /剪辑
  TANGBOLIANG\WEI
—SYNTHESIS /合成
  TANGBOLIANG\WEI
—SOUND&MIX    /音效/混录/录音
    TANGBOLIANG
—VOICE ACTOR /配音演员
WANGDACHUI

9. UGLY INTRODUCTION

国内很丑的一家公司，拥有独立IP安戈力(UGLY)形象，在业务上定位于国内MG动画制作生产工厂。取名于英文单词UGLY（丑的含义），公司Slogan“丑从未如此艺术”，展现安戈力作为艺术创作理念及核心，安戈力形象在IP授权、衍生产品合作极度受市场欢迎。

UGLY uses AE, C4D, frame by frame, code and other high-tech methods to produce cutting-edge style MG animation works. Since its establishment in 2014, it has served more than 600 projects with a punctual delivery rate of 92.6%. It can simultaneously carry out up to 21MG animation production lines every month。

安戈力运用AE、C4D、逐帧、代码等高技术手段制作前沿风格MG动画作品，2014年成立至今服务600多个项目准时交付率高达92.6%，每个月能同步进行多达21条MG动画生产线。

Since its establishment, it has focused on the field of MG animation, and its influence has rapidly spread from Xiamen to cities such as Beijing, Shanghai and Guangzhou, and its footprints have gradually spread across all corners of the world. The current industry evaluation: MG animation = Angoli, UGLY= MG animation, has formed an industry symbol.

创立以来专注MG动画领域至今，影响力已经由厦门快速跨向北上广等城市，足迹也渐渐遍布世界各个角落。现业界的评价：MG动画=安戈力，安戈力=MG动画，已形成行业符号。