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百比赫为卡拉宝所作广告片揽获亚洲短片电影节最高奖项

2020/10/18 18:58:100919



The campaign film titled “What fuels your fighting spirit” was judged the International Branded Short film of the Year.
广告影片“人,到底为了什么在坚持”被评为“年度国际品牌短片”。
  
Shanghai, 24th September, 2020 – BBH China’s campaign for global energy drink brand, Carabao, has been awarded the International Branded Short film of the Year at the prestigious Short Shorts Film Festival & Asia, one of the largest short film festivals in Asia.
2020年9月24日,上海 - 百比赫广告为国际能量饮料品牌卡拉宝(Carabao)营销活动而创作的短片在享有盛誉的亚洲短片电影节(亚洲最大的短片电影节之一)上荣获“年度国际品牌短片”奖。

The agency won this award for its 7-minute long film for Carabao titled “What fuels your fighting spirit?”, directed by Zhang Dapeng of “What is Peppa?” fame. 
“人,到底为了什么在坚持”是一条7分钟的故事短片,由导演张大鹏指导。

The campaign positions Carabao as an energy drink for real people on real missions with real needs for energy, in a category context dominated by celebrities and extreme sports sponsorships.
本次营销活动将卡拉宝Carabao定位为那些在真实生活中忙碌奔波、担负重任且真正需要能量的普罗大众所需的能量饮料。从而有别于同类产品使用名人代言或赞助极限运动的常规做法。
 
The film celebrates the will of the Chinese people to keep going no matter how hard things get. It places the viewer in six completely different lives that span the social spectrum of Chinese workers. What connects these stories is the heroes are all striving to make life better for those around them, whether patients, spouses, children or employees. In a reflection of their attitude and industry, each character spontaneously breaks out into a rousing anthem based on the children’s nursery song “The Ants Go Marching”.
本部短片赞颂了中国很多普通人无论如何艰难都坚持继续前进的品质。 在这六个故事中,每位主人公都在奋斗着,争取让身边的人生活变得更好,无论他/她是你的病人、爱人、孩子还是员工。同时,作为他们内心态度与自我激励的一种真情流露,每个角色都不约而同地唱响一首以童谣“The Ants Go Marching”而改编的颂歌,十分鼓励人心。
 
Christine Ng, CEO of BBH China & Publicis Shanghai, said: “Short Shorts Film Festival is one of the most recognised film festivals for short films in Asia and we are delighted that our work for Carabao has been recognised at this forum. The campaign film’s message around celebrating the hard working Chinese workers has resonated with Chinese consumers as is evident from the social media engagement and this honour is an icing on the cake.” 
百比赫中国首席执行官吴淑芳(Christine Ng)表示:“亚洲短片电影节是亚洲最受认可的短片电影节之一,我们很高兴我们为卡拉宝所做的作品能得到此次评委会的认可。从社交媒体上的极大反响可以看出,这条影片所赞颂的那种普通人的辛勤努力引起了中国消费者的共鸣,现在这种荣誉更是锦上添花。”
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