Currently, in the marketing environment where content wins, users are no longer simply obsessed with brand reputation as in the past, but are more concerned about whether the brand concept is consistent with their own taste and life attitude. Therefore, "how to enhance product value, deeply interpret and output brand concepts, and create emotional resonance with users" is an upgrade path that every brand is thinking about and exploring.
html On September 16, Belle Brand Starting from "de-labeling", Belle redefines the life attitude, fully displays the life attitude of the user group, interprets their life aesthetics, and arouses the deepest emotional resonance in their hearts. At the same time, the video also effectively conveys the brand concept of "beautiful because of variety", encouraging users to "be more changeable than life" and live out their free and free selves.
A little more changeable than life, using life aesthetics to awaken the philosophy of life
The current world environment is constantly changing, and social pressure is increasing. People's anxiety is like a fully drawn bow, which can be charged just enough to hit the target. If an arrow is charged too hard, it may break at any moment. So people are looking for a balance between "laying down" and "taking the initiative to seek change". More and more young people dare to have fun in life, find "accompaniments" to socialize in various ways, or calm down to enrich their inner world and be bold Spend money to make yourself happy, etc., and be able to handle the relationship between work and personal life well.
According to relevant information, new mothers of Generation Z will handle the relationship with their babies more casually, advocating "just the right amount of maternal love" to give their babies enough space to grow, and also leave enough space for themselves; it will be difficult to find jobs in 2023, and many young people will People "look inward" and rent houses on small islands or villages to start a self-sufficient gap year; there are also a group of people who play Frisbee, aerobics, pan skewers, knock electronic wooden fish online... whatever is trendy, Wherever there is fun. They firmly believe that "as long as I become faster, the ever-changing life will not be able to catch up with me." Having insight into this, the Belle brand launched the brand TVC "One Step Away", which resonated strongly with users both in terms of content setting and photography techniques.
In terms of content setting, "One Step Away" begins with Liu Wen's experiences in a street corner garden. Through the resurrection of three sculptural images, under the extreme contrast between the rigid pale sculpture shell and the vivid characters, it allows Users rethink their lives.
"Teacher" put on Belle's boots, walked into the flower shop, replaced the hat on his head and the books in his hands with gorgeous flowers, and returned to the original place to wave goodbye to his "previous self";
was layer by layer. The shackled sculpture "white-collar worker" suddenly wakes up and dances a passionate dance while wearing Belle's boots;
wearing Belle's feet and riding a motorcycle, the extremely sassy "Super Mom" appears late at night to escort the mother who is about to give birth. The expectant mother goes to the hospital, and the super cool mother combination unlocks a new experience in her life.
Those stiff and pale sculptures are actually us who have been labeled in the steel forest. Through the fantasy plot that makes the sculptures full of vitality, Belle calls on more users to liberate themselves through Belle, find their own beauty in the ever-changing world, be one step ahead of life and be more varied, to create their own ideal life.
In terms of shooting techniques, "One Step Away" uses diversified lens perspectives and photography techniques to successfully present the resurrecting of sculptures, changing oneself, and living a wonderful emotional journey. When the uniqueness of each character is effectively conveyed, users can resonate and think better. In addition, the film successfully uses a combination of symbolism and visual elements to call on users to bravely liberate themselves and awaken their philosophy of life with life aesthetics.
Actively explore changes and play the concerto of living life
Life is constantly changing and unpredictable, so you might as well actively seek change, always be "more varied" than life, and find the fun that changes at the same time as life, or even surpasses life itself. "Sculpture" is a work of art, but it is also a hard shell that we must break if we want to find ourselves.Using sculpture as a carrier, Belle not only brings a novel visual feast, but also completes a heart-to-heart dialogue with users. The brand accompanies users to achieve their ideal life, and the distance between users and the brand is also closer.
Whether it is a major event at a turning point in life, a look back, or a turn around, Belle always firmly believes that no matter how small a change an individual makes, it is enough to start the gear to change the status quo, break the label and find the true self. Even just changing a pair of boots or a bag can bring a completely different life experience.
Belle's ever-changing shoes are like a touchstone that lights up life in this film, making the resurrected sculptures "a little more varied than life." Just like a small butterfly flapping its wings in the sky somewhere disturbs the air, it may also cause a storm in a distant place. "Changing to a new pair of boots" or "changing to a new bag" are not earth-shaking big moves. When we take a small step, change a little more than our lives, and try to start a new experience. When the
brand was born, Belle took "beautiful because of variety" as one of its core concepts, advocating for undefined and changing beauty. With the mission of "making a good pair of shoes with care", Belle, in addition to women's shoes, its products also cover men's shoes, handbags, children's shoes and other categories, constantly meeting the diversified needs of the market, linking families with all categories, and enriching life with fashion. The launch of "One Step Away" is Belle's best interpretation of the brand concept, and it also allows more users to see Belle's positive attitude of seeking change.
Finally, Liu Wen placed a pair of beautiful boots at the feet of the sculpture, turned around gracefully and left. As the camera rolls around, there is another "Resurrection" sculpture on the swing, wearing Belles and sitting leisurely. The open ending makes people smile. A little more change than life is not the end. Belle will always accompany users to bravely realize their ideal life with a positive attitude towards life. From the small change of a pair of boots or a bag, they will firmly move towards a broader world.
In addition, in addition to the stunning appearance of cousin Liu Wen in "One Step Away", there is also a mysterious hint of a new spokesperson in the end of the film. The official announcement is coming soon. Who is the mysterious person? You may wish to wait and see.
