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TEENIE WEENIE
今年圣诞节，来一个真正的熊抱吧
天猫国潮地理：首张国创品牌大地图
理然×井柏然：男人就要活得漂亮
潘多拉：520，爱的专属惊喜
WOW COLOUR×欧阳娜娜：欢迎来到拔草乐园
能不能不要做这种一言不合尬态度的片子了………或者至少套路行活别拿出来吹
窦靖童曾經這麼說過自己： “我不想做一个完完全全按照社会框架这条线走的人，但我也不想做一个愤世的人。我觉得最好就是，你在这个社会所给你的这条线之上，你再找一条平行线，属于你自己的。 我想這也是我們想說的態度吧
通过学院风作为出发点进行广告创作，向观众充分展现了何为孩子，何为个性。
品牌的变化是逐步的，不是每个品牌都敢变，也有很多品牌变大了，褂了。那么大的规模，内部涉及到那么多的人。能有勇气迈出第一步，就能有机会再坚持变革下去。试问哪个成熟品牌一天变prada呢。是不完美，但是为这个方向点赞。
我很喜欢，感觉用另一个角度呈现了乖，但是特立独行的乖到最后我也有点不明白，是说乖孩子也能保持自己的个性吗
喜欢不应被定义为乖的学院风，喜欢特立独行的乖，喜欢他们请的KOL特别是石璐。 （还是比优酷那个热爱拍得透些吧）
提了个看起来很厉害的概念，结果执行没做出来……………… 这个概念也很套路，就是一句话里放进冲突嘛
这个和20多年前美特斯邦威的“不走寻常路”有啥本质区别。20年过去了，还在说这些
跟在一群裤盖后面猛竖大拇指点赞，夸得山呼海啸，裤盖会粉你呢？还是会把你当粉丝或小弟看呢？ 洞察不需要预设要特立独行，更需要冷静看待吧！
TEENIE WEENIE的市场反应速度太慢了，现在才想起集中火力推BM和JK
对“特立独行的乖”没有啥异议，就是觉得这片子是不是太热闹了一点，细品之下觉得很杂乱，需要慢慢去品，但这是不是违背了广告的本质呢？如是发问
#我就是特立独行的乖#蛮适合做一个新的人群标签的，评判广告好坏先看看有没有完成品牌给的任务，品牌希望打破学院风乖乖牌的固化印象，希望拓展目标群体，博得当下年轻人的共鸣，看下当下年轻人的热词#朋克养生##一边内卷一边躺平#很鲜明的矛盾综合体，concept满足品牌主张也契合当下年轻人心态，找的KOL也非常契合想要传达的观点，虽然创意形式说不上有新鲜感，但#特立独行的乖#就够了，它已经成功吸引了两类人的注意力～
你对广告的理解非常学术，很好。但有一句不那么学术的话，是这么说的“我永远不会做，一个不想让我家人看到的广告。”不说什么别的，你所说的这里打破固化印象、拓宽人群blablabla……我尚且认同，但就那个特写小女生拽拽的扔书的一个镜头，就让我对这个广告抱有反感。我是个广告业难民、垃圾，但我也是个社会里的普通人，一个爸爸。你这个镜头，想说明什么，想证明什么？你是给我看？还是给我女儿看？你设计这么一个拽拽的女生模样可以，但为什么要在教室？为什么要扔掉书本？你想迎合现在年轻人什么观念？还是你想引导出什么观念？难道学院派固化印象要设计这么个镜头？创作者想表达童年Gossip Girl？整个片子都没有问题，就这个最后结束的镜头，为什么那么草率？为什么不再多想想？你扔起来的书，飞上来后不能加个特效变成万花筒、篮球、滑板、画板？！反正，如果我女儿问我为什么姐姐那么生气？同学为什么扔掉书？我甚至想了一天都不知道怎么回答我女儿。至于slogan #特立独行的乖#，就不多谈了，我觉得不如#我就要随波逐流的坏# 完
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故事从一个Brief开始，2004年，TEENIE WEENIE 进入中国，由于学院风的风格，导致很多人对品牌的印象停留在。
于是，TEENIE WEENIE 找到 KARMA，想做一次品牌升级，在改变固有印象的同时吸引更多年轻人的喜爱。
起初，我们有过很多魔性的想法来展现学院风，但都不足以支撑起品牌想传递的观点，最后，我们决定从当代年轻人一些有意思的现状切入 「当代年轻人是怎样的一群人？」。
公司规定不能晚于10:30上班，于是，他们就在10:29:59 「准时」打卡；说好了每天都要背英语单词，就算和朋友约在酒吧，单词打卡也不能落下……
这样的例子还有很多，他们一边遵守着社会规则，一边在规则内最大限度地保持自我。这样的年轻人很「乖」，但又不是一味的「乖」。
提出这个概念后，品牌方也表示很喜欢，因为「特立独行的乖」，也正与 TEENIE WEENIE 想表达的精神相契合。TEENIE WEENIE 的学院派作风， 一直给别人留下很「乖」的印象，但品牌所倡导的乖，不是幼稚和一味听话，而是希望年轻人能有自己的独立思考与热爱。一拍即合，开工！
有了「特立独行的乖」这个concept，我们考虑，请什么样的人来讲最合适？
以往TVC的做法，大多数都会请演员来出演，但为了体现年轻人真实的特点，我们不想请演员去演年轻人，演我们编出来的故事。
于是这次，我们换了个思路 ——找那些自带「特立独行的乖」属性的KOL，请他们出演自己真实的故事，以自身经历为大家展现「特立独行的乖」。
于是，除了 TEENIE WEENIE 品牌代言人赵露思，我们还找到了：石璐、Norah、蒲熠星、小芊枫、王小猴、周薇、三七惠。七位KOL共同出演，视频就从那些小时候我们耳熟能详的话展开：
9月10日谨以此片，献给教会我们成长的人。“我们乖乖听话，也会遵循自己的想法”，也祝所有老师，教师节快乐。（此处含客户老师，导演老师，创意老师，制片老师……）
品牌方：TEENIE WEENIE 创意代理商：KARMA 首席创意官：Kama 业务总监：Jean 创意总监：Steven 助理客户经理：Gin 资深客户执行：Tia 资深美术指导：圈圈 资深设计：梨梨 资深文案：小齐
制作公司：上海葵友广告有限公司 导演：沈煜傑 监制：姚怡雯 制片：俞玮鑫、王爽 制片助理：张丽婷、曹焜喆 摄影指导：刘良玉 灯光师：陶磊 美术指导：王赫阳 副导：张威 道具师：奇良（虎子道具） 服化：刘梦林 DIT：魏宏健 Offline：Jerry井 Online：CO2-Fred CG：Color Farm 作曲：Tracks&Fields TC：梦芷影像 混音：造音工场
Creative Agency 创意代理商: KARMA 颉摩广告 上海
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