来源：Creativity-Online
编译：Loki Hao
鸵鸟不会飞。但是，在介绍三星 Galaxy S8 的最新广告里，它们通过 VR 的帮助，飞了起来。
负责此次的广告代理商是李奥贝纳芝加哥。视频中讲述了在非洲平原上一座房子的走廊外，一只鸵鸟去偷吃桌上剩下的早餐，正在啄食面包屑时，不小心与一个 VR 头戴装置撞了个满怀。通过飞行模拟器，这只鸵鸟被带进了一个新世界。
在 Elton John 的“Rocket Man”背景音乐下，鸵鸟突然明白了什么是飞翔。最后，甚至试图带领它的族群们一起“离地升空”。
“We make what can't be made, so you can do what can't be done”，广告语说。以及，最后的标签#DoWhatYouCan't，也用在了三星 S8 和 S8+的传播活动中。
下面这支“开箱”风格的视频，也是三星想要强调主题“Do What You Can’t”的系列广告之一。视频中还解释了这款新手机的许多新功能，包括曲面无框超大屏幕和智能语音助手 Bixby 等等。
项目信息
品牌/广告主
Samsung 三星
营销机构
Creative Agency 创意代理商
Leo Burnett 李奥贝纳 芝加哥
参与者
奖项荣誉
2018
D&AD Awards
Film Advertising Crafts | Use of Music for Film Advertising
Wood Pencil
2018
D&AD Awards
Film Advertising Crafts | Special Effects for Film Advertising
Yellow Pencil
2018
D&AD Awards
Film Advertising | TV Commercials 61-120 seconds
Graphite Pencil
2018
The One Show
Branded Entertainment | Online | Short Form - Single
Silver Pencil
2018
The One Show
Film | Television | Long Form - Single
Bronze Pencil
2018
The One Show
Moving Image Craft | Craft - Visual Effects / Single
Best of Discipline
2018
The One Show
Moving Image Craft | Craft - Direction / Single
Gold Pencil
2018
The One Show
Moving Image Craft | Craft - Animation / Single
Gold Pencil
2018
ADC Awards
Television | Film | Online Video Commercials | Online Commercial | Single
Silver Cube
2018
ADC Awards
Craft in Video | Special Effects | Single
Bronze Cube
2018
ADC Awards
Advertising | Craft in Video / Cinematography - Single
Gold Cube
2018
ADC Awards
Craft in Video | Special Effects | Single
Bronze Cube
2018
ADC Awards
Interactive | Online / Mobile / Online Video - Single
Gold Cube
2018
ADC Awards
Motion / Film Craft | Craft in Motion / Film / Animation - Single
Gold Cube
2018
ADC Awards
Craft in Motion | Film | Direction | Single
Silver Cube
2018
ADC Awards
Motion / Film Craft | Craft in Motion / Film / Special Effects - Single
Gold Cube
2017
Cannes Lions
Film Craft | Animation
Gold
2017
Cannes Lions
Film | Durable Consumer Goods
Silver
2017
Cannes Lions
Film Craft | Visual Effects
Gold
2017
Cannes Lions
Film Craft | Direction
Gold
2017
Cannes Lions
Film Craft | Use of Licensed / Adapted Music
Silver
2017
LIA
TV/Cinema/Online Film | Electronic Equipment
Gold
2017
LIA
Production & Post-Production | Cinematography
Bronze
2017
LIA
Production & Post-Production | Visual Effects
Gold
2017
LIA
Production & Post-Production | Visual Effects
Gold
2017
LIA
Production & Post-Production | CGI Animation
Gold
2017
LIA
Production & Post-Production | Direction
Silver
2017
CLIO Awards
Film Technique (Music - Licensed) | Music - Licensed
Bronze
2017
CLIO Awards
Film | Short form (between one [1] minute and five [5] minutes)
Gold
2017
CLIO Awards
Film Technique | Visual Effects
Silver
2017
CLIO Awards
Film Technique | Direction
Silver
2017
CLIO Awards
Film Technique | Cinematography
Silver
2017
CLIO Awards
Film Technique | Animation
Silver
2017
CLIO Awards
Film Technique (Editing) | Editing
Bronze
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