2016雷克萨斯创意提案NLaunchIntegratedCommunicationPlan.pdf

I SHAVED 我把我的胡子刮了 NEW NX CREATIVE PROPOSAL 创意案 NX THINK CREATIVE INNO+CYBER GOOD INNOVATION BRIEF LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX CREATIVE PROPOSAL 11th JUNE NEW NX THINK CREATIVE LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 INNO+CYBER SHAVE YESTERDAY，I DID IT.一般情况下，提案前 我是绝对不刮胡子的 因为公司不让吓唬客户 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER TRUTH WHEN I WAS A KID 那是我 那真的是我 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER SPRING PUMCH 记得那是小时候 一个阳光灿烂的春天 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER SWEET LIES 他们给了我一块糖 然后.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER FREAKY KID 然后我就变成了一个 问题儿童 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER NEW GENERATION 他们说我们是 问题儿童的一代 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 80/90 A FREAK 不开心 你见过一个自己特美的怪胎吗 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER THAT QUESTION 我难受了很久 直到遇到了那个问题 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 那一个 问题 问题 THE QUESTION LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 狼/树/蜡烛 还有你 狼追你跑，你上树狼咬不到，狼尾巴上有一根蜡，蜡烛熄灭，烧到狼，狼疼跳得高，就咬到你 而且，蜡烛马上就要熄灭 答案 THE ANSWER LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 洞察 THE INSIGHT 这代人从小循规蹈矩总是离经叛道，并不是因为他们有问题 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 他们相信 在每一个看似理所当然的答案背后 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 洞察 THE INSIGHT 信念 WE BELIEVED 每个理所当然的 答案背后，一定 都有一个 更牛逼的答案 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER NOW 此时此刻 因为那些更酷的答案 世界正在改变 坏小子们 穿上了西装 顺手改变了世界 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 1st OPTION 1 方案 壹 LEXUS NX 给世界一个更酷的答案 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER ASK READY 下面我就要 开始提问了 拜托各位 请务必给我一个 更酷的答案 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER TVC 影视创意 TVCF/VIDEO LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER TVC 影视创意 Option 1 给世界一个更酷的答案 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 表 01 TVC STORYBOARD 手腕上，精密的机械手表，快速的走着 A precise mechanical watch on the wrist keeps moving quickly.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 02 TVC STORYBOARD 巨大的老式纺织厂，砖石和金属铁架结构中，简单的金属灯罩吊灯从高高的顶棚垂下规则排列 A huge old-fashioned spinning mill.In the brick-iron structure,simple droplights with metal covers are neatly suspended on the tall ceiling.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 03 TVC STORYBOARD 微微的鱼眼效果，纺织机整齐的排满厂房，都在规律的高速工作着 Rendering a slight fish-eye effect,spinning machines fill the entire mill,working at a high speed.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 04 TVC STORYBOARD 一个非常酷、非常帅的英朗的男人，长袖白色衬衫的袖子，被高高挽起到肘部以上，他从纺织机中间从容走过，向着镜头由远及近的走过来。A very cool,handsome tall man puts the long sleeves of his white shirt above the elbows,and walks with poise between the spinning machines,coming towards the camera from the distance.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 05 TVC STORYBOARD 纺织机上的纺锤，时而停顿，时而高速旋转 Spindles on the spinning machines stop at one time,then rotate at a high speed.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 06 TVC STORYBOARD 特写男人手腕上的精密机械腕表 Camera featuring the mans precise mechanical wristwatch.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 07 TVC STORYBOARD 男人在镜头前站住，抬手看了一眼手表的时间。磁性的声音：“请问”Standing before the camera,the man raises his wrist to look at his watch,says in an attractive voice Please tell me.”LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 08 TVC STORYBOARD 男人抬头看着镜头，帅气的脸庞：“什么表，别人想偷，也偷不走？”The man looks up towards the camera,showing his handsome face:“What kind of watch cant be stolen?”LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 09 TVC STORYBOARD 特写顶棚吊灯的灯丝，高频的闪烁着，忽明忽暗。Camera featuring the filaments of the droplights that flicker at a high frequency,bright and dark.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 10 TVC STORYBOARD 男人公布答案“外表！”纯正面男人的脸，大大的纤细而方正的字体“外表”The man announces the answer:“Appearance!”Camera shot of the mans face,and display of“exterior look”in big,light,regular font.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 外 表 11 TVC STORYBOARD 所有灯泡爆裂 All bulbs burst,LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 12 TVC STORYBOARD 厂房一片漆黑，织布机的声音继续规律的响着 the mill gets all dark,and the spinning machines operates in a regular sound LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 13 TVC STORYBOARD 黑暗中，NX L型的日间行车灯亮起，三分大灯亮起 In the dark,the L-shaped daytime running lamps of NX are turned on,the unique headlamps,too.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 14 TVC STORYBOARD 锐利的光线切割出纺锤形前格栅和整个车的轮廓 The sharp beam cuts out the spindle-shaped grille and the car profile.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 15 TVC STORYBOARD 空旷的厂房中央，静静停放着NX In the center of the empty mill parks NX still.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 16 TVC STORYBOARD 标版 Ending logo cut.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 汇总页NX THINK CREATIVE INNO+CYBER Print 平面创意 1/4 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER H/L headline 标题 什么表 别人想偷也偷不走 外表！LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 吞 2/4 TVC 影视创意 Option 1 给世界一个更酷的答案 01 TVC STORYBOARD 巨大的欧式石头柱子，水波感的光影不时的闪过 Huge European-style stone columns and wavy light and shade effect flashes from time to time LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 02 TVC STORYBOARD 高大的书柜从地面一直通到两三层楼高的屋顶，上面放满了书 Wall of books standing from the ground up to the ceiling of two/three-story high.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 03 TVC STORYBOARD 老式拼花木地板，华贵而夸张的花纹 The old-fashion parquet floor boards rendering noble,exaggerative patterns LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 04 TVC STORYBOARD 镜头缓缓向前推进，一个阳光帅气的男人双臂交叉，靠坐在书桌前。Camera slowly moves forward to a pleasant handsome man leans against the desk,with his arms crossed LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 05 TVC STORYBOARD 俯视镜头，男人微微抬起头，仰面向着镜头，他轻轻发问：“请问，怎么做才能一口吃掉一个胖子”Looking down to the camera,the man slowly looks up facing the camera,and asks gently,Please tell me how to swallow a fatty?”LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 06 TVC STORYBOARD 贯穿始终的水波感光影划过男人帅气的脸庞“比他更胖”The constant wavy light and shade effect quickly passes the handsome mans face“To be fatter than him.”LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 07 TVC STORYBOARD 镜头拉开摇起，在男人头顶上方，一只巨大的鲸鱼 The camera lifts up to focus on a huge whale above the man.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 08 TVC STORYBOARD 全景一个自然博物馆的大厅里，巨大的鲸鱼悬挂在空中，男人在鲸鱼的下方 The panorama sets in the hall of a nature museum,a huge whale suspends in the air,and below the whale is the man LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 09 TVC STORYBOARD 鱼眼镜头效果，微微仰视，巨大的鲸鱼嘴部前，NX的后盖缓缓打开 Camera loops up with a slight fisheye effect.Before the mouth of the huge whale,the rear trunk of NX slowly opens LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 10 TVC STORYBOARD 随着后盖打开，座椅放倒，展现Smart package的巨大空间 The rear trunk opens,the seats are put down,a huge space presented,presenting Smart Package LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 11 TVC STORYBOARD 空旷的博物馆中，老式拼花木地板上，NX静静停放 NX parks still on the old-fashioned parquet floor boards of the vast museum LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 12 TVC STORYBOARD 标版 Ending logo cut.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER Print 平面创意 2/4 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER H/L headline 标题 怎样才能一口吃掉一个胖子？比他更胖！LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 看 TVC 影视创意 Option 1 给世界一个更酷的答案 01 TVC STORYBOARD 特写极具设计感的奢华椅子 Camera features to the luxurious seats with extreme design.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 02 TVC STORYBOARD 镜头拉开，四把椅子，按照两两一排的方式，向着同一个方向，前后排放 Unfold the picture to display four seats,two of which are in one row,and arranged in the same direction.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 03 TVC STORYBOARD 有光照射在男人的脸上，不时能看到光晕，男人微微眯着眼睛面对镜头，酷酷的说“请问，一个左眼近视右眼远视的司机倒车时，他在看哪儿？Light comes to the mans face,accompanied by occasional halation.Narrowing his eyes and facing the camera,the man asks in a cool voice:“A driver with near-sighted left eye and far-sighted right eye,where should he see when reversing?LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 04 TVC STORYBOARD 男人狡黠一笑“他想看哪儿，就看哪儿”随着他说话，周围不时有光影闪动 With a cunning smile,the man gives the answer:“Anywhere he likes”,while light and shade flashes around.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 05 TVC STORYBOARD 全景，油亮亮的地面上，周围都是黑色的摄影灯反光伞，在四把椅子周围，无数黑色脚架上无数个考究的相机，男人和椅子在所有这些的中心 Panorama:On the shining floor are black umbrella reflectors of the photoflood lamps,around the four seats are countless delicate cameras on black stands,and the man and the seats are in the center of all these.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 06 TVC STORYBOARD 俯视相机360环绕，不停的拍摄，光影闪烁 The overlooking camera surrounds the man and seats in all direction,keeping taking photos,flashes on and off.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 07 TVC STORYBOARD 俯视，随着强光闪动，画面中心被闪成一片白色，光影交错中，四个座椅变成了一辆NX As the full beams flash,the center of the picture gets all white,the four seats turn into an NX in light and shade effect.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 08 TVC STORYBOARD 周围360的环境，也随着光影闪动，变成了实景 The environment around the car also changes into the physical view in light and shade effect.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 09 TVC STORYBOARD 整个景象随着一阵强光，变成了屏幕中，360全景监测的画面 The entire picture changes into a 360 panorama view in the screen of the Panoramic View Monitor.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 10 TVC STORYBOARD 男人轻轻动动手指，操作着HMI的操控板 The man gently operates the panel of the HMI.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 11 TVC STORYBOARD 展现抬头显示等功能 Exhibit the HUD and other functions.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 12 TVC STORYBOARD 标版 Ending logo cut.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 汇总页NX THINK CREATIVE INNO+CYBER Print 平面创意 3/4 LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER H/L headline 标题 一个司机左眼近视右眼远视倒车的时候，他在看哪 他想看哪 就看哪！LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 开 4/4 TVC 影视创意 Option 1 给世界一个更酷的答案 01 TVC STORYBOARD 纯白色的、巨大的圆形半球体空间 A huge white spherical space LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 02 TVC STORYBOARD 大空间中间，站着一个非常酷的男人，带着帽子，休闲领带随意的挂在脖子上，他右手曲臂，手里拿着一个金属小球。In the center of the huge space stands a very cool man,wearing a hat and a casual tie,bending his right arm,and holding a small metal ball in the hand.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 03 TVC STORYBOARD 特写空间墙体的局部，是一个个白色的小型磁铁线圈组成的，都是白色的，但是可以看到上面有突起的”N”和”S”字样。Camera featuring a part on the wall of the space,and the part is composed of numerous small white magnet coils,but on these pieces protrude the“N”and“S”letters.LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 04 TVC STORYBOARD 男人微微一笑，轻轻向上抬手，小球瞬间飞起，悬浮在空中。男人酷酷的问到“据说76.5%的人认为开车很难”The man smiles and raises his hand gently,and the small ball immediately flies,and keeps afloat in the air.The man says in a cool voice“It is said that 76.5%of the people think it hard to drive.”LEXUS NEW NX LAUNCH CAMPAIGN CREATIVE PROPOSAL BY LINTAS 11th JUNE 2014 NX THINK CREATIVE INNO+CYBER 05 TVC STORYBOARD 特写周围的