After five years, Nongfu Shanquan only wanted to shoot an advertisement?

 “ 

当越来越多的品牌期望用疯狂的流量收割消费者的时候,农夫山泉已经在生态文明的宏大叙事层面建立自己的品牌心智。

 

现在广告越来越多,但好广告似乎越来越少,像农夫山泉这样肯潜心拍广告的企业则是少之又少了。
广告精神是商业文明重要的组成部分,从人类有交易开始,广告从最初的叫卖,到后来的印刷品,到电台电视,到如今的万物互联,广告在很长时间里以高度凝练的语言和艺术形态表达产品的内核。
一个广告背后,是这个广告人的审美、情怀和情趣。
进入流量时代后,广告越来越快餐化,也变得越来急。流量广告催熟了一个又一个的新品牌,但也决定了大多数流量催熟的品牌无法茁壮成长。
时至今日,我们到底应该如何理解广告精神?广告人还有广告精神吗?农夫山泉花五年拍一个广告的故事,可能可以给我们一些答案。
最近,不少香港市民停下匆匆脚步,驻足观看户外大屏上的一支广告片。而这个广告竟然是农夫山泉的。这是继去年9月香港上市后,农夫山泉在香港的又一大动作。
之后,也有广东居民爆料,能收看香港电视台的他们,发现这个广告也出现在了翡翠台的黄金时段上。
铜锣湾崇光SOGO大屏上的农夫山泉广告
这个广告,是农夫山泉水源地长白山生态纪录片的第四季。据官方信息,农夫山泉2016年开始筹拍,2016年正式开机。前前后后花了5年的时间。而且时至今日,依旧在继续拍摄。农夫山泉内部人士说,水源地拍摄可能会持续10年。
“野生环境纪录片,是由人、技术和时间构成的。既然选择了这条路,除了耐心,别无他法。”
只能说,肯在一个广告上花费这么多时间的公司,国内可能找不出第二家。这份认真,看起来和农夫山泉打磨产品和包装的较真劲一脉相承。
农夫山泉近期在香港投放的广告
In March 2018, Nongfu mountain spring launched this series of commercials for the first time, which made netizens exclaim that advertisements can be shot like this! Then, in 2019 and 2020, Nongfu mountain spring will launch a new episode every year.

Changbai Mountain documentary released in 2018
      
Changbai Mountain documentary released by Nongfu mountain spring in 2020

Nongfu mountain spring official said the film was inspired by two screen level documentaries in 2016. One is “we were born in China” and the other is the second season of “pulse of the earth”.

In order to make this series of films, Nongfu Shanquan first made preparations for more than half a year and set up a world-class field documentary team, including Park Zhengji, a local zoologist in Changbai Mountain. His job is to find animals for the team and ensure that the shooting will not affect or frighten them. The investigation of wildlife infested areas alone lasted nearly a year. Then there was a long shooting period.

Gavin Thurston, who has made documentaries such as “the human planet” and “the pulse of the earth” for BBC, has been the photographer of the series. A 60207 Gavin Thurston a 60208 Gavin Thurston is waiting for wildlife in Changbai Mountain. John Aitchison, who has nearly 30 years of field documentary shooting experience, has participated in documentary shooting such as the hunt. In order to get close shots of wild animals, he built a small tent as a shelter in the ice and snow forest, and then squatted in it from the early morning until the sun set. John Aitchison
    
The bunker is small enough to hold only one person. In this one meter square small space, alone, can not make a sound, you can imagine how boring it is.

But John said that he didn’t feel bored at all, because with the change of light, the scene in front of him changed every minute. This kind of light and shadow changes, not everyone can observe, let alone experience the beauty.


John had been squatting in the bunker for nearly a week, but no animal had come except a few birds.

Until the last evening, with 20 minutes of light left, a deer passed through the birch forest. Shrug sensitive ears, sniff around, after foraging, back to the depths of the forest.


Spend a week in the same place, and finally wait for a deer to pass by. This is a unique charm of outdoor photography.

Long wait, lonely and boring to squat, just for a moment, those natural elves, allow you to see their beauty.

One year’s preparation, four years’ stay. But the final material, only installed two hard disks. According to the internal staff of Nongfu Shanquan, although the amount of material is small, when they sit down to edit with the producer, they are very tangled. They often argue about which lens to use, because almost every piece of material is beautiful, and they are reluctant to give up which one.


Nongfu mountain spring still arranges photographers to stay in Changbai Mountain and continue to explore the topic of Changbai landscape and life. The first commercial in Hong Kong is the latest chapter based on the materials shot in the past four years.

Advertising carries the most profound understanding of products of enterprises

An enterprise’s advertisement is bound to carry the enterprise’s most profound understanding of the product. It is the artistic expression of the product concept, self-confidence and expectation.

Why is Nongfu mountain spring willing to take five years or more to photograph the natural ecology of Changbai Mountain? This passage in the Changbai Mountain series of print ads may be able to explain one or two things: “when choosing the water source of Nongfu mountain spring, we will first investigate the surrounding ecological environment. A healthy and prosperous ecological environment in which everything grows is an important standard to measure the quality of water sources. “

When more and more brands expect to harvest consumers with crazy traffic, Nongfu Shanquan has established its own brand mind in the grand narrative level of ecological civilization.

So, what is the spirit of advertising? It may be that advertisers express the world outlook and values of their products at all costs, and are determined to adhere to the ultimate.

Nongfu mountain spring Changbai Mountain series print ads

clear spring water churns out the rhythm of life

The crow left the branch and startled the snow
Chinese merganser leads ducklings upstream

The mountain pika plays with flowers
“Cold king” Amur tiger even drinks water with dignity_ The reprint has been authorized. Joining the community: Cherry (wechat: 15240428449); business cooperation: Amy (wechat: 13701559246). high quality original investment and financing events of inventory in 2020 sustainable wind direction of inventory in 2020 major events of inventory in 2020 technology of inventory in 2020 snacks at night hot news of selected columns in a week innovation interview listening to new Xiu brand trend insight packaging outpost food people are “watching”

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