We are in the company.
Made one
2021 Work Voting
Today.
Most advertising companies
Will win prizes outside.
Get encouragement from all walks of life
TOPic is no exception.
But we’d rather know
In the past year.
An advertisement made step by step.
What do the TOPicer think
I also want to establish
What should our standards for creativity be?
Before the awards
We have established three levels of standards:
1. Ideas that can solve problems
2. Creativity that can solve problems in new ways
3. Solve the problem in a new way and leave something for others.
The following are the winning works.
Taking Tibet’s "specialties" as the creative point, through the creative method of live broadcast with goods, we will create a traffic entrance for Tibet’s environmental protection, turn the consumption power of the audience’s orders into donations to help Tibet restore purity, break through the limitations of time and region, solve the difficulties of public welfare transformation and dissemination, and truly let the public welfare creativity land.
TOPicer judge’s comments:
Lynn: Taking goods and garbage can be solved through a live broadcast with a low threshold of 50 cents.
Sammy: Nowadays, consumers like to watch the anchor selling goods. By watching the live broadcast, the public welfare takes away a Tibetan "specialty" for 50 cents, which conforms to the consumer’s consumption behavior and can also let people know about Tibet’s environmental protection issues.
Liu Xiaolan: Instead of asking everyone to donate, we bought a Tibetan "specialty" to make the spread of public welfare more interesting and acceptable. At the same time, it is thought-provoking
Yaoyao: Comparing garbage to Tibet’s "specialty" makes more people pay attention to Tibet’s ecological problems.
A fictional news program group is created to create two news figures, Uncle Cat Slave Horse and Bald Oda, so that the audience can truly realize the advantages of the trust card through fake news and solve the problem of the audience’s understanding cost of the new e-commerce service products.
TOPicer judge’s comments:
Xiaohua: It can make the audience understand the selling point of "no refund", which is more acceptable and in line with the customer’s tonality.
A May: People’s livelihood is no small matter, and everyone is concerned. Let advertisements come into reality and reflect the reality of life in the form of fake news.
Xiao Lv: It makes people not want to quit after seeing it. It is interesting and at the same time points out the benefits of the product. Even if it is finally found to be an advertisement, it is not boring. On the contrary, it seems that it can help me solve a life problem.
Wenjing: Advertising marketing in the form of 1818 golden eye should be something that many brands want to do but dare not do.
The 100-day countdown node to the Winter Olympics, with the "100-day flag" as the core, uses an upward and memorable national call to solve the problem of low attention in the early stage of the Winter Olympics, and at the same time allows Yili to have a strong brand role at this node.
TOPicer judge’s comments:
Qiu Shuang: The concept of "what can I do in 100 days" is very clever, which is different from the original idea of only stressing strength and persistence.
Xiao Cui: The 100-day countdown to the Winter Olympics is an imperceptible time node for the public. Creativity uses a 100-day flag as a starting point to make this special node an incision that the whole country can prepare with the Winter Olympics.
Lxbbbbb: In the era of social media, data transformation is the most straightforward answer.
Zhao Yixiao: It’s not dogmatic to present the brand and the Olympics in this way, it’s more relaxed and makes people feel comfortable after reading it ~
Kitten: the message is clear, that is, Yili is a partner of the Winter Olympics and your partner on the road to flag.
With a child who didn’t want to take a leave of absence, a special childlike story was used to solve the problem of arousing the health awareness of mothers in the winter when the flu was high and the epidemic continued, and at the same time, it conveyed the brand action of Shufujia to "spread health to China".
TOPicer judge’s comments:
Zhao Yixiao: Sometimes the starting point of creativity is not necessarily great. It is good that it can be truly expressed and consumers can feel this true emotion.
Ken: The spread of Shufujia’s "Health to China" has entered a complete system, which closely links Shufujia and health.
Huang Zuxi: By portraying the image of Jingjing, a smart kid, and telling the story of "making trouble" on the leave slip, we can impress Shu Fujia’s TA mother and pay attention to the child’s health.
Maruko: In the past, when it comes to flu, it means washing your hands frequently and getting more ventilation. The starting point is all adults, but this idea uses children’s mood of wanting to go to school to tell stories, which makes people feel that the angle is very cute.
Let a group of people who have never visited the supermarket come to Wal-Mart, use their novel perception of the supermarket environment to arouse the audience’s memory of the beautiful experience of the supermarket, solve the problem of the behavior of visiting the supermarket in the era of e-commerce, and thus drain the Mid-Autumn Festival of Wal-Mart.
TOPicer judge’s comments:
Xiao Ming: Jump out of the routine framework, open your mind wide, borrow the full moon skillfully, and meet the food across time and space.
Joyce: Let a group of ladies-in-waiting in the Tang Palace "cross" into the modern times, like watching a mini musical. It is a very comfortable audio-visual enjoyment, and the story is also attractive to continue reading.
Zhao Yixiao: It highlights the brand appeal and commercial value. Grasping the IP of the Tang Palace Night Banquet at that time, the wonderful story of ancient and modern crossing is well presented through textured films.
20,000: The IP was chosen correctly (the Tang Palace is the best place to talk about the full moon), and the brand appeared at a very good time. The last comeback brought the information to the home platform.
These award-winning advertisements
No creative formula
But they all follow a baseline.
Solve problems and leave memories.
Maybe these works
From the outside world,
It is not a masterpiece.
It’s been a year
We stepped out step by step.
Unique imprint
From 2017 to the present
TOPic, a strange new hot shop with three capitals in the past.
To creative companies that accompany many brands to grow.
From a small gang of only six people
Become a group of more than 80 TOPicer
What remains unchanged is that
Every year
We are all looking for new ways to solve the problem.
With enough patience
Help brands that are fortunate enough to know each other.
Communication is unique to its value.
In today’s chaotic changes.
Problems faced by a brand.
Is often complicated.
But we are still willing.
Put every question
As an interesting adventure
Two thousand and twenty-two
Keep going.
Continue on the road
Leave TOPic’s footprints