CASE

2020 HEMA 818 Festival Animation of ‘The Super Product’
盒马818《星品的夏天》动画视频

Client

HEMA 盒马

August 18th is one of shopping festivals in China. It’s also the day  that we were intensively advertised by tons of promotion. Inspired by popular talent show, we made an animation named ‘The Super Product’ that is like an extra episode of talent show rather than traditional advertisements, and that placed the most popular products in.

购物节一到，总是被各种促销广告轰炸。而这次我们为盒马818做的广告，绝对是最下饭的！结合夏日选秀节目热点，集结盒马9款超级“星品”，打造成综艺风格的魔性短视频《星品的夏天》，C味出道。

贱萌画风，综艺感爆棚的食物

We anthropomorphized the foods and gave each of them a characteristic image by graphic design to make sure customer recognized the products and also to make the charm of these foods more tangible. We made funny jokes depending on products unique sales points to emphasize dramatic tension of product character and interest reversal.

将9款星品全部拟人化包装，高度还原产品本身的颜色，配上贱萌贱萌表情，直接让这些食物的新鲜活力溢出屏。 并将产品利益点（西瓜味酸奶、低热量、街舞3联名款......）直接作为创意笑梗，搭配促销节点“818”魔性转场音效，循环洗脑。

出道海报，个个有担当

Let’s take a look how we tagged for all posters.

为突出每款星品的特色，在8张出道（产品）海报中，每一款都根据卖点制定专属的人设标签。

The project launched at Hema’s WeChat official account and posted on social media, winning both clients’ and customers’ favors.

9款星品集结出道完毕，看完这波魔性操作，是不是已被可爱爆棚的星品击中！赶紧点开盒马APP，搜索“星品”PICK他们！