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Mazarine’s Moment in The Spotlight
Mazarine凝聚珍贵时刻

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名士表宣传广告系列的第二部影片于上周增势发布。该广告由Mazarine代理,法国制作公司5e制片。这部短片展示了陈坤与导演李晓雨之间的现场互动以及作为专业电影人的素质。

9月20号——这个象征着“久爱你”的日子里,名士表推出了系列首支广告。

The second film of Baume & Mercier’s three film-series, created by Mazarine and produced by 5e production, was released last week, centred on the professional bond between on-screen star Chen Kun and director Rain Li.

The first film, titled “Union” was released on 20th September, a date which when read in Chinese sounds like “love you forever”.

Baume and Mercier: Union | 名士表首支宣传片

位于上海的法国广告公司Mazarine与名士表在中国的合作已经历时两年,这是瑞士老牌手表商首次为中国市场打造广告短片。名士表希望扩大知名度的同时推广旗下订婚系列手表。

Shanghai-based French agency Mazarine has worked for the Swiss watch brand in China for two years, though this was Baume and Mercier’s first film series created specifically for the China market. The aim was both to increase brand awareness and promote the new ‘Bridal’ collection of watches for couples. 

rian-kun陈坤与李晓雨导演 | Chen Kun and Director Rain Li

2015年Mazarine推出了“凝聚珍贵时刻”系列平面广告。这次的宣传短片正是为了更深入的探索这一广告语而制作。“当今的人们更看重视觉上的效果,对于我们来说,这样的感情通过影视来传达也更能触动人心。”Mazarine亚洲总经理Yann Jaussaud解释说。

In 2015, Mazarine ran a print campaign with the tagline ‘Life is about moments’.  The film series seeks to define what that means. “People nowadays care more about visual storytelling plus these types of emotions are so subjective that it’s better to see it, to feel it”, explains Mazarine Asia General Manager Yann Jaussaud.

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为了传递“凝聚珍贵时刻”这样一条讯息,Mazarine选择了陈坤这位中国当红男星作为品牌的形象宣传大使。然而选择陈坤不仅仅是因为他的知名度,更是因为他在发掘内心自我与探索中所做出的努力——陈坤曾作为领队带领一队大学生行走西藏,并与2011年出版《突然就走到了西藏》。陈坤将自我的高贵与典雅的气质完美融合到了名士表的品牌之中,为中国观众带来了一次完美的出境。

That message, it was decided, would be best communicated by a brand ambassador, namely Chen Kun, a hugely popular singer and film actor, and one of the most followed stars on Weibo.  He was chosen not just for his performing, but also for his efforts to promote self-discovery and spiritual awareness, notably in his walking journey through Tibet chronicled in his 2011 book “Head to East, in the Direction of Peace”.  The star embodied the brand values of generosity and elegance, and provided a powerful conduit for the Swiss brand to reach the Chinese audience.   

756176071陈坤《突然就走到了西藏》| Head to East, in the Direction of Peace, by Chen Kun

黑白的影像秉承了名士表的一贯高贵典雅风格——系列首支影片讲述了一对情侣一见钟情的故事:两个年轻人不约而同的来到一家名士表门店下避雨,并在在短短一瞥之间落入爱河。如果不是店内的陈坤适时的递出一把雨伞,为两人创造了一个浪漫的机会的话,这一份浪漫可能仅仅存在于那短短一瞥之中了。Jaussaud说:“我们希望陈坤能作为这个浪漫故事的一份子出现,但又能体现出品牌的特质以及整个故事的情感走向。”

Shot in elegant black and white in-keeping with Baume & Mercier’s global identity, the first film of the series was about the small decisions we make that can ripple to have such a powerful impact in our relationships and our lives. 

Two young people sheltering from a downpour beneath a Baume & Mercier awning are stuck by a momentary attraction.  Rather than playing the romantic lead, Chen is the generous enabler that encourages the young male lover to follow his impulse and pursue the girl.  Without Chen’s character, the connection would have been lost as quickly as it appeared. “The idea was he has to be a little apart from the love story, but providing the brand’s values and emotions to the story,” says Jaussaud.

Baume & Mercier Transmission | 名士表第二支宣传片

第二部影片摄于首支宣传片的同日,将我们带入了影片的拍摄现场,展示了导演李晓雨与陈坤在镜头前的互动。通过首支宣传片的拍摄,李晓雨与陈坤结下了深厚的友谊,并且将这种友谊成功转化为了影片的成功。

Shot on the same day was the newly released second film, taking us outside of the Union story and behind the camera to the connection between Chen and director Rain Li.  Li certainly meets a brief that called for a director able to forge an authentic relationship with Chen and look the part in front of the camera.  The title of the second film reflects the shared on-set moments between the pair.

Jaussaud认为第二部影片并非一部通常意义上的“花絮”作品:“镜头前所展现出的都是真实的,包括部分情绪也是。但我们并不认为我们展现的是陈坤,而仅是他所扮演的这个角色。这是一个美妙的平衡。”

第三部影片上映期仍然未定。

Jaussaud insists “Transmission” is more than a standard ‘behind the scenes’ film though, explaining “It was real action and something true, but we don’t say this is the real Chen Kun because he is an actor playing a character. It is a fine balance.”

The release date for the final film is yet to be confirmed.

制作名单:

  • 广告公司:Mazarine中国
  • 制作公司:5eProductions
  • 监制:Lucas Lechevalier / Matthieu Belin
  • 导演/摄影师到:李晓雨
  • 剪辑师:Yu Ye

Credits:

  • Agency: Mazarine China
  • Production: 5eProductions
  • Executive Producer: Lucas Lechevalier / Matthieu Belin
  • Director/DOP: Rain Li
  • Editor: Yu Ye

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