|
文/Lesca丹 @顶尖文案TOPYS
这篇来自4A广告公司W+K上海的第五本年册文案，对人类这个族群的总结洞悉倒显得颇有一番见解。 保持着旁观者的理性之余，也透着来自人类细腻情感的语言抒发。
不满足的天性，荒诞的想法，广告公司似乎总在扮演者类似D伯爵的人物角色，负担着为人类沉重的思想插上翅膀的重任。 只不过这一切在4A看来似乎是很美妙的过程，被当做是探索，是演绎，是重构，是建立在现实上的理想桥梁。
这是篇稍稍有些值得玩味的文案，从中文到英文，一起来感受下。
5年的时光足够我们领会一些重要的事情. 我们懂得了人类对饕餮的渴望是一个填不满的黑洞，一顿色香味俱全的大餐下肚，只会让他们更加胃口大开。作为一家以满足各种挑剔食客为己任的公司，这样的挑战正是我们最甜蜜的负担。 我们懂得了人们不仅想知道是什么，更想体验为什么， 他们不止希望被谈论，还希望被聆听。他们想要看得到的、听得到的、摸得到的，阳春白雪的、下里巴人的，煽情催泪的、说大道理的。总之，他们想要全方位的陶醉。 5年了。这5年是一场愉快的实验，我们不断探索传播的新方法、新可能，透过眼睛、耳朵、鼻子、嘴巴和皮肤，激发人们思考，带给人们感动。我们可以骄傲地悉数经历过的风风雨雨，但我们也很明白，天地之大，我们才刚上路。
5 years of being W+K shanghai has taught us something that we think is really something. Human beings are wonderfully hungry creatures, we can devour a smorgasbord of stimulus from all 5 senses and just keep on feasting. As an agency in the simple business of engagement, this realization is both daunting and delightful to us. We are learning that humans want much more than one way declarations, they want experiences. They want more than being spoken at. They want to be listened to. They crave for their senses to be romanced on every level: visual, physical, cultural, visceral, aromatic, aural, oral, and even moral. The past year has been a lovely experiment in trying to reach people in as many different ways as we can imagine. To give our best go at connecting to human hearts and brains through their eyes, ears, nose, mouth and skin. And while we’re thrilled about where we’ve been, we know we’ve only just scratched(and sniffed) the surface of what is to come.
viaW+K上海 15人赞过 |
|
|
