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该项目荣获:

2019 中国广告影片金狮奖

2020 第十五届中国品牌金象奖 年度卓越品牌建设案例

2020 上海国际广告奖



百雀羚,国货中以年轻化营销转型的代表性品牌。回顾百雀羚近年来的营销布局,已经不止于“年轻化”这么简单。许多国货品牌的营销动作容易让人误以为是在单纯取悦年轻人,但百雀羚不是。产品不断迭代,叫好也叫卖,但品牌的愿景,更是想以传播东方美学为己任。


这一次, 百雀羚跨界故宫,GP希望通过一个观点,一个角度,找到百雀羚与故宫二者之间的连接点。GP希望通过TVC拍故宫和百雀羚的连接:东方之美,以及百雀羚所代表的品质和认真。通过视听语言为两者找到最完美的契合点。


东方之美到底在哪里?如何表现?如何让人知道这是百雀羚做的?GP以“认真”、“东方美”为连接点,将以做宫廷珠宝的方式做出来的美妆产品让美什件,成为让“皇家的”和“大家的”礼物。一花一世界,一树一菩提。东方之美,见微知著。每个细节中都蕴含着宇宙,倾注了认真。


以此为主题,拍摄了本次跨界营销的TVC。请来故宫珠宝首席设计顾问钟华作为线索,从细节、纹路中将故宫故事娓娓道来,呈现:“进入故宫是发现美的过程”,后半段将镜头转向设计师工作室,体现“细微之处的用心”,通过手工和极具匠心的作业过程展现跨界产品的打造过程。以“认真,让东方更美”,叩响本次传播的主题及核心。











To deliver this campaign, GP identified two key words which were “conscientiousness”  and “oriental aesthetics”, by exploring the microcosmic connection between Pechoin and the Palace Museum, and approached the final communication message:  from one small clue one can see what is coming.


A themed TVC was filmed, featuring the chief jewel design consultant of the Palace Museum’s cultural and creative products, who revealed the story about the museum through details and textures and demonstrated that the journey of finding oriental aesthetics began by stepping into the museum. The later part of the TVC focused on scenes within the designer’s studio, showcasing the exquisite skills and efforts that were poured into the designing and making process. The TVC ended with the slogan ‘be conscientious to make the orient more beautiful’ to ecco back to the core message of this campaign.








故宫×百雀羚跨界TVC:见微知著