Optimized Optimized Beijing Marathon Creative Update 0920.ppt

BeijingMarathonCreativeUpdate Sep 20 2005 CommunicationObjective DemonstrateNike spoint ofviewthatrunningshouldnotbeboring especiallywiththerestofBeijing TheTarget Insights 15 25yearoldparticipants whoareactivesportsparticipants yetnotnecessarilyprofessionalrunners Runningisnotasinvolvingandfunasmybasketballgames Forthesakeofmakingupformycredits IwouldhavetogiveupmyCSsessionwithmygang Running Myunithasalreadybeenstressingmeupwithenoughwork nowtheyhavetomandatemetoparticipateinthemarathon TheMarathonisaforcedactivitythattakesthemawayfromothermoreinterestingpriorities NikePOV TheBeijingmarathonisapartywith27 000people SingleMindedResponse Nikemadethedayfun CampaignTheme 北京撒欢儿 Beijing Indulgeinfun 撒欢儿isacolloquialBeijingexpression ItdescribesthefranticjoyofsomeoneindulgingingreatfunAnofferingtothestressfulBeijngerswhohavebeenrepressedfromenjoymentintheirhecticdailyroutines TheLogo Printad 1 SecondarySchoolStutdentZhangXiaoY HavealwayswatchothersPK Finallythereare27 000peoplewaitingforyoutoPK Printad 2 FactoryEmployeeZhu Havealwaysbeenfollowingbehindmyleader FinallyIcanletmyleaderrunafterme Printad 3 XiaoWeifromCyberPark HavealwaysbeenforcedbymygirlfriendtogoshoppingFinallyIcangoroamthestreetswithotherchicks Printad 4 ErZiInGuaiPangHuDongHavealwaysbeenwatchingLiuXiangrunonTVFinallyIcanhaveLiuXiangwatchmerunonTV Printad 5 TrishawPullerMrNiuYongGuiHavealwaysbeenblockedbytheBenzorBMWFinallyIcanhaveittogivewaytome Print 6 MouseinXiChangWarehouse Havealwaysbeenchasedafterbyafter FinallyIcanhavechaseafterthem Printad Layouttreatmentsample SuperviserZhenginBank HavealwaysbeenconcernedwithhavingtowastetoomuchfuelFinallyIcanstepontheacceleratorasmuchasIwanttoaccelerate Outdoor Outdoor Radio RadioIdea Scriptsintheatricaldialogueformat mostlycomical thataretraditionallyperformedasentertainmentinBeijingThesedialoguesusuallydepictstoriesingenrelivesofcommonerswhichisrelevanttoBeijingMarathonideadepictingBeijingersfunstoriestoruntheMarathon1 数来宝 finalconfirmtouseonlythisformat2 北京琴书3 北京快板书 Referenceof数来宝 Thisformatisusuallyintherhythmof3 3 7 RadioExecution1 开电视 看刘翔 刘翔那可真风光瞧的我二子心痒痒我二子 也不赖 今儿也要显能耐腿一撒 膀一甩 摄像在哪儿我冲哪儿拽啥叫风水轮流转今儿你刘翔只能一边儿看嘿 谁叫你不练马拉松二子念白 老在电视里看刘翔跑 终于能让刘翔看我在电视里跑了10月16号北京马拉松 27000人等你一起来撒欢儿 还有赛后PARTY哦 SwitchontheTV watchLiuxiang Liuxianglookssocool MakesmeeagertobelikehimIamErZi I mnotbadtoo TodayI mgoingtoshowyouwhatIcando Movingmylegandwavingmyarm wherethecamerais I lldodashingtowards Thisishowthewheelshasturned Today LiuXiangwillwatchmefromaside Well whydidn tupracticeforthemarathon ErZi sV O HavealwaysbeenwatchingLiuXiangrunonTV FinallyIcanhaveLiuXiangwatchmerunonTVOct 16BJMarathon 27 000peoplewaityoutoindulgeinfuntogether Youalsocanenjoyafter party Option2 话说那05年 全国总动员看PK聊PK谁也没得闲比模样比嗓子咱也不敢往上站可要比撒开腿来跑那有什么难念白 平时老看别人PK 终于有27000人等我去PK了 10月16号北京马拉松 等你一起来撒欢儿 还有赛后PARTY哦 Thestorystartsfromtheyearof05 allpeopleinthecitycometogetherWatchPKandtalkaboutPKNooneisidleCompeteforthelooks competewithourshoutsIarenotwalkupthere Ifwewanttocompete let smoveourlegsforrunningItisjustthatsimpleV O HavealwayswatchothersPK Finallythereare27 000peoplewaitingforyoutoPKOct 16BJMarathon 27 000peoplewaityoutoindulgeinfuntogether Youalsocanenjoyafter party Option3 放眼望那北京城姑娘可真不少高矮胖瘦三六九等就没人跟我好情书电话红玫瑰变着法儿地追谈了一打吹六对我怎么就那么背嘿 今个儿轮到咱爷们吐气又扬眉看我健步如飞把她们挨个儿来挤兑念白 老被姑娘甩 终于想甩她们多远就多远10月16号北京马拉松 27000人等你一起来撒欢儿 还有赛后PARTY哦 LookingattheBeijingcit therealotofgirlsinBJTallorshort fatorthin allsortsofgirlsbutthereisnotonewithmeIusedeverytricks loveletter callthemonthephoneandsendingredroseDatingtwelvegirlsbutallended IamsounluckyHey WecanhavegoodluckandshowofftodayLookmerunsofastandcrashthemonebyoneV O Havealwaysbeenfindingtrickstogoafterthegirl FinallyIcanletgirlscomerunningaftermeOct 16BJMarathon 27 000peoplewaityoutoindulgeinfuntogether Youalsocanenjoyafter party VideoClipIndigital Idea1 回忆篇 MemorialoftheMouse 一只老鼠狂奔中 一边跑 它头顶上的对话框里还飞快闪现着过往被追打的不堪回忆 鼠妈妈在逃窜中生下小鼠 小鼠在逃窜中成长 中国人民灭四害 猫追 狗追 老鼠夹子追 人人喊打 镜头拉远 发现老鼠在追对话框里出现的那些追逐过它的家伙 猫 狗 男女老少 老鼠夹 SUPER 老被别人追 终于可以追别人了 标板 北京撒欢 NIKELOGOAmouseisrunningfrantically Whenitisrunning therearemanythoughtbubblesarounditwhicharefullofhistorturouslifememories it smotherwasranawaywhenitwasborn alwaysrunningawayasitwasgrowingup Chinesepeople scampaigntogetridof4harmfulthings cat dogchasing mouseclincher everypeoplehateit Camerapullwide youcanseethemouseischasingcat dog peopleandmouseclincherwhichusedtochaseitinthebubbles Super Alwayschasedbyothers finallyIcanhavechaseafterthemBillboard BJIndulgeinfun Digital Manifestoboardtoencouragetargettobreakoutwithawishtheyhavebeensuppressedfrom Havealwaysbeen FinallyIcan StressReliefRunningGame NewspaperSpecialBuy BeijingNewspaperOfficialSponsorofBJmarathonRoll upnewspaperinbatonlookSymbolizegettingbatonontohandsofBeijingerstorunjointhef