{"ArticleCode":"A20241225141236","ArticleClassCode":"20200605111445","Title":"LxU以乘 影片综合金奖","TitleComplex":"LxU以乘 影片综合金奖","Pic":"f3cc843d-2e7b-4e87-8203-d2598f789616.jpg","PicComplex":"1195eebd-3861-40c0-8e17-12934e60d7b8.jpg","Intro":"「LxU以乘」以《女字旁新说》作品荣获影片综合项金奖","IntroComplex":"「LxU以乘」以《女字旁新说》作品荣获影片综合项金奖","JumpLink":"null","Content":"\u0026lt;section style=\u0026quot;box-sizing: border-box; text-align: justify; color: rgb(62, 62, 62);\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: flex; width: 100%; flex-flow: column; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;z-index: 1; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;margin: 0px; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;font-size: 20px; color: rgb(162, 0, 0); box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;恭喜「LxU以乘」\u0026lt;/strong\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;section style=\u0026quot;font-size: 14px; letter-spacing: 2px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;工银万事达悦爱系列信用卡《女字旁新说》作品透过女性视角出发，并将代表字拆解和场景、内容完美结合，获得评审肯定，荣获金奖。\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;br style=\u0026quot;box-sizing: border-box;\u0026quot;/\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;section style=\u0026quot;margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;padding-left: 1em; padding-right: 1em; display: inline-block; text-align: center; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;span style=\u0026quot;display: inline-block; padding: 0.3em 0.5em; border-radius: 0.5em; font-size: 14px; text-shadow: rgb(204, 204, 204) 4px 3px; color: rgb(162, 0, 0); box-sizing: border-box;\u0026quot; title=\u0026quot;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;评审团点评\u0026lt;/strong\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;/span\u0026gt; \u0026lt;/section\u0026gt;\u0026lt;section style=\u0026quot;border: 1px solid rgb(192, 200, 209); margin-top: -1em; padding: 20px 10px 10px; background-color: rgb(244, 244, 244); text-align: center; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;border-left: 1px solid rgb(198, 163, 107); padding-top: 15px; padding-bottom: 15px; padding-left: 10px; max-width: 100%; text-align: left; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;font-size: 14px; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; max-width: 100%; letter-spacing: 2px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;重视女性价值，其次形式上结合了比较火的汉字和画面结合形式；最后对文字的拆分解读，既能说得通，富有创意\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;br style=\u0026quot;box-sizing: border-box;\u0026quot;/\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;section style=\u0026quot;position: static; transform-origin: center center; -webkit-transform-origin: center center; -moz-transform-origin: center center; -o-transform-origin: center center; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: flex; flex-flow: row; margin: 10px 0% 20px; text-align: center; justify-content: center; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; vertical-align: bottom; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; align-self: flex-end; margin: 0px -15px 0px 0px; z-index: auto; background-color: rgb(162, 0, 0); box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;text-align: right; margin: 0px 0%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;color: rgb(255, 255, 255); padding: 0px 9px; letter-spacing: 3px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;获奖作品\u0026lt;/strong\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; vertical-align: bottom; width: auto; box-shadow: rgb(0, 0, 0) 0px 0px 0px; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; align-self: flex-end; z-index: auto; margin: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: flex; flex-flow: row; margin: 0px 0% -10px; text-align: right; justify-content: flex-end; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; vertical-align: middle; width: auto; flex: 0 0 0%; height: auto; border-width: 0px; align-self: center; box-shadow: rgb(0, 0, 0) 0px 0px 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;position: static; transform: rotateZ(311deg); -webkit-transform: rotateZ(311deg); -moz-transform: rotateZ(311deg); -o-transform: rotateZ(311deg); box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;text-align: center; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section class=\u0026quot;group-empty\u0026quot; style=\u0026quot;display: inline-block; width: 33px; height: 17px; vertical-align: top; overflow: hidden; border-style: solid; border-width: 1px; border-radius: 100%; border-color: rgb(162, 0, 0); box-shadow: rgb(252, 224, 135) -2px 3px 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;svg viewbox=\u0026quot;0 0 1 1\u0026quot; style=\u0026quot;float:left;line-height:0;width:0;vertical-align:top;\u0026quot;\u0026gt;\u0026lt;/svg\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; vertical-align: middle; width: 22px; align-self: center; flex: 0 0 auto; height: auto; border-width: 0px; margin: 0px 0px 0px -19px; z-index: 2; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;position: static; transform: scale(0.6); -webkit-transform: scale(0.6); -moz-transform: scale(0.6); -o-transform: scale(0.6); transform-origin: center center; -webkit-transform-origin: center center; -moz-transform-origin: center center; -o-transform-origin: center center; margin: -4px -27px; max-width: unset !important; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: flex; flex-flow: row; text-align: center; justify-content: center; margin: -6px 0% 0px; transform: translate3d(-3px, 0px, 0px); -webkit-transform: translate3d(-3px, 0px, 0px); -moz-transform: translate3d(-3px, 0px, 0px); -o-transform: translate3d(-3px, 0px, 0px); position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; line-height: 0; align-self: flex-start; background-color: rgb(162, 0, 0); padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: flex; flex-flow: row; justify-content: center; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; height: auto; align-self: flex-start; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section class=\u0026quot;group-empty\u0026quot; style=\u0026quot;display: inline-block; width: 8px; height: 8px; vertical-align: top; overflow: hidden; border-bottom: 1px solid rgb(162, 0, 0); border-bottom-right-radius: 101%; border-right: 1px solid rgb(162, 0, 0); border-top-right-radius: 0px; background-color: rgb(255, 255, 255); box-shadow: rgb(0, 0, 0) 0px 0px 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;svg viewbox=\u0026quot;0 0 1 1\u0026quot; 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margin: 10px 0%; text-align: left; justify-content: flex-start; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; vertical-align: top; width: auto; box-shadow: rgb(0, 0, 0) 0px 0px 0px; flex: 1 1 0%; height: auto; align-self: flex-start; padding: 0px 0px 0px 3px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;text-align: center; margin: 0px 0%; font-size: 0px; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; width: 32px; height: 32px; vertical-align: top; overflow: hidden; border-width: 1px; border-radius: 50px; border-style: solid; border-color: rgba(205, 91, 71, 0.57); background-color: rgb(255, 255, 255); box-shadow: rgba(205, 91, 71, 0.14) 0px 0px 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;margin: 2px 0% 0px; transform: translate3d(2px, 0px, 0px); -webkit-transform: translate3d(2px, 0px, 0px); -moz-transform: translate3d(2px, 0px, 0px); -o-transform: translate3d(2px, 0px, 0px); position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; width: 30px; height: 30px; vertical-align: top; overflow: hidden; border-width: 1px; border-radius: 50px; border-style: solid; border-color: rgba(205, 91, 71, 0.57) rgba(0, 0, 0, 0) rgba(0, 0, 0, 0) rgba(205, 91, 71, 0.57); background-color: rgba(205, 91, 71, 0.14); box-shadow: rgba(205, 91, 71, 0.14) 0px 0px 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;br style=\u0026quot;box-sizing: border-box;\u0026quot;/\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; vertical-align: top; width: auto; flex: 100 100 0%; height: auto; margin: 5px 0px 0px -20px; align-self: flex-start; z-index: 1; box-shadow: rgb(0, 0, 0) 0px 0px 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;color: rgb(162, 0, 0); text-align: justify; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;工银万事达悦爱系列信用卡《女字旁新说》\u0026lt;/strong\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;section style=\u0026quot;display: flex; width: 100%; flex-flow: column; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;z-index: 1; max-width: 100%; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;text-align: left; margin: 10px 0px -40px; line-height: 0; transform: translate3d(1px, 0px, 0px); 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vertical-align: bottom; width: auto; max-width: 100%; align-self: flex-end; flex: 0 0 auto; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; max-width: 100%; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;display: inline-block; vertical-align: bottom; width: 0.5em; height: 0.5em; border-radius: 50%; background-color: rgb(198, 163, 107); box-sizing: border-box; line-height: 0;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; text-align: unset; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;br style=\u0026quot;box-sizing: border-box;\u0026quot;/\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;br style=\u0026quot;box-sizing: border-box;\u0026quot;/\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;video class=\u0026quot;edui-upload-video vjs-default-skin  video-js\u0026quot; controls=\u0026quot;\u0026quot; preload=\u0026quot;none\u0026quot; width=\u0026quot;725\u0026quot; height=\u0026quot;480\u0026quot; src=\u0026quot;http://sys.timesawards.com/ueditor/net/upload/video/6387073275187020031986715.mp4\u0026quot; data-setup=\u0026quot;{}\u0026quot;\u0026gt;\u0026lt;source src=\u0026quot;http://sys.timesawards.com/ueditor/net/upload/video/6387073275187020031986715.mp4\u0026quot; type=\u0026quot;video/mp4\u0026quot;/\u0026gt;\u0026lt;/video\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;br style=\u0026quot;box-sizing: border-box;\u0026quot;/\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;section style=\u0026quot;font-size: 14px; letter-spacing: 2px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;【作品名称】：\u0026lt;/strong\u0026gt;工银万事达悦爱系列信用卡《女字旁新说》\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;【广告主】：\u0026lt;/strong\u0026gt;中国工商银行信用卡×万事达卡\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;font-size: 12px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;/strong\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;【参赛公司】：\u0026lt;/strong\u0026gt;LxU以乘\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;【创意说明】：\u0026lt;/strong\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;首先针对女性新态度、新观念的洞察，团队提出了数十个女字旁字的拆解创意，并结合产品最核心的权益优中选优，确定6个贴合最巧妙的字进行创意呈现。\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;其次完善6个字与权益的结合点，并精心设计与权益深度结合的场景，如HPV权益对应的HPV需要打三次的场景、境外游权益对应机场登机的场景等。\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;在执行阶段，将字体拆解、权益点和场景三者结合，完善内容创意；同时在美术部分根据场景和权益，对六个女字旁的汉字字体进行细节适配设计，如「始」字突出机票盖章的质感、「姿」字设计为一个签名体等。\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;最终在传播期间结合核心创意与行业KOL和女性KOL进行深度沟通，完成内容共创，从核心创意观点出发进行口碑传播内容的创意。\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;【创作团队】：\u0026lt;/strong\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;创意总监：张晶\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;创意指导：张文英\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;创意指导：赵吕梦子\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;资深创意执行：姚欣雨\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;资深业务执行：谭梦灵\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;创意副总监：岳昕宇\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;视觉创意执行：喻京辉\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;资深创意执行：岳梓彤\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;创意指导：马岫\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;创意指导：邵辉耀\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;br style=\u0026quot;box-sizing: border-box;\u0026quot;/\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;text-align: left; max-width: 100%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; display: inline-block; vertical-align: middle; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;border-right: 2px solid rgb(242, 242, 242); padding-right: 2px; border-top-color: rgb(242, 242, 242); border-bottom-color: rgb(242, 242, 242); border-left-color: rgb(242, 242, 242); max-width: 100%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;border-right: 3px solid rgb(242, 242, 242); padding-right: 3px; border-top-color: rgb(242, 242, 242); border-bottom-color: rgb(242, 242, 242); border-left-color: rgb(242, 242, 242); max-width: 100%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;background-color: rgb(242, 242, 242); padding-left: 5px; padding-right: 5px; font-size: 15px; color: rgb(162, 0, 0); max-width: 100%; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;获奖心情分享\u0026lt;/strong\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;section style=\u0026quot;margin: 10px 0px; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;font-size: 14px; letter-spacing: 2px; line-height: 2; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;感谢时报金像奖组委会的肯定和客户给予的信任和机会，我们也想为每一位全力以赴的团伙鼓掌，更想为每一位女性鼓掌。在项目上线后，网络上针对「女字旁新说」创意所呈现的女性新态度观点内容的互动及讨论量极高，并收获了大量女性消费者的认可与共鸣，在小红书平台针对创意的二创形式也引发热议接龙。这些在广告中展现出来的新观念，也许在一些「她们」心中，还在否认、萌芽、犹豫、建立，我们想以此给予一种「鼓励」：「我们都在路上，我们都一样。」也许另一些「她们」眼中，这些早已做到，我们想以此，给她们一种「撑腰」。故事展现这种重新解读的可能性，也许能勉励到更多女性，甚至更多男性，去探索自己，又或是，碰撞出更多生活新观念的火花，这是我们最最希望的。\u0026lt;/p\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;最后，还有一句在项目里想说但没敢说的话：\u0026lt;span style=\u0026quot;text-decoration-line: underline; text-decoration-style: dashed; text-decoration-color: rgb(162,0,0); text-decoration-thickness: 2px;\u0026quot;\u0026gt;要相信，她们和他们，总有办法，总有自己的好办法。更重要的是，我们想改变，在改变，愿意改变。\u0026lt;/span\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;br style=\u0026quot;box-sizing: border-box;\u0026quot;/\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;text-align: left; max-width: 100%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; display: inline-block; vertical-align: middle; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;border-right: 2px solid rgb(242, 242, 242); padding-right: 2px; border-top-color: rgb(242, 242, 242); border-bottom-color: rgb(242, 242, 242); border-left-color: rgb(242, 242, 242); max-width: 100%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;border-right: 3px solid rgb(242, 242, 242); padding-right: 3px; border-top-color: rgb(242, 242, 242); border-bottom-color: rgb(242, 242, 242); border-left-color: rgb(242, 242, 242); max-width: 100%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;max-width: 100%; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;background-color: rgb(242, 242, 242); padding-left: 5px; padding-right: 5px; font-size: 15px; color: rgb(162, 0, 0); max-width: 100%; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;strong style=\u0026quot;box-sizing: border-box;\u0026quot;\u0026gt;关于作品创作的初衷\u0026lt;/strong\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;section style=\u0026quot;margin: 10px 0px; position: static; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;section style=\u0026quot;font-size: 14px; letter-spacing: 2px; line-height: 2; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;LxU以乘的创意团队洞察到，所谓当代女性的生活状态，不是某一个话题、某一种状态的满足，而是一种「全新」的生活观念。悦爱系列信用卡的「悦己、悦爱、悦世界」的每个权益类型，都有在满足这种全新的生活观念。我们从观念的源头「文字」出发，以创意字形拆解的形式，将一组带有女字旁的字进行拆解与重新解读，以《女字旁新说》为核心创意概念，给予它们有态度的新解释，来演绎与信用卡权益有关的生活新体验与新观念。团队精心设计了6个文字与权益深度结合的场景，并非只是做观点的输出，而是紧扣产品力的展现。同时在美术部分根据场景和权益，对六个女字旁的汉字字体进行细节适配设计，如「始」字突出机票盖章的质感、「姿」字设计为一个签名体等。最终在传播期间结合核心创意与行业KOL和女性KOL进行深度沟通，完成内容共创，从核心创意观点出发进行口碑传播内容的创意。\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;/section\u0026gt;\u0026lt;p style=\u0026quot;text-wrap: wrap; margin-top: 0px; margin-bottom: 0px; padding: 0px; box-sizing: border-box;\u0026quot;\u0026gt;\u0026lt;br/\u0026gt;\u0026lt;/p\u0026gt;\u0026lt;/section\u0026gt;","ContentComplex":"","Author":"时报奖","AuthorComplex":"时报奖","Source":"null","IsTop":false,"IsRecommand":true,"IsCancel":true,"AllowReview":true,"ClickCount":947,"ThumbUpCount":0,"CommentCount":0,"AddTime":"\/Date(1735107156860)\/","UpdateTime":"\/Date(1735056000000)\/","Status":1,"PrimaryKey":"A20241225141236"}