Chando’s active campaign targeting young consumers continues in full force. In a recent commercial, Shanghai-based production house Achill brought to life Ogilvy’s vision of “fantasy office”… and the result is pleasantly odd. Running almost 4 minutes, the spot follows a story of the new girl in the office, who stands out in her workplace that is filled with colleagues who make Halloween look like a year-long affair. A, flower vase receptionist, a guy with a fish sticking out of his head, and a boss with bricks around his head are just a few of her weirdly-looking co-workers.
自然堂当前的广告宣传正在火力全开对准年轻一代的消费者。在最新发布的广告片中Achill明晰制作将奥美Ogilvy描绘的“奇幻办公室”呈现给了我们，而这部短片将古怪与讨喜平衡得恰到好处。这部讲述职场新人的广告片长将近4分钟。这是一家全员奇装异服的公司，女主“小朋友”初来乍到，与公司的其他同事相比显得格格不入。而这间公司仿佛全年都是万圣节，从前台头顶花瓶的“花瓶女孩”，到咸鱼穿头的“咸鱼同事”与满头砖块难以接近的上司，“小朋友”的奇异同事还有很多。
The commercial is dedicated to all recent graduates who navigate the new workplace environment as nameless colleagues, referred to by “little friend” moniker. They are brave, enthusiastic, eager to excel— and that’s beautiful, the Chando’s ad concludes.
这部广告献给所有刚刚毕业的职场新人，他们是职场小透明，没有姓名，只有“小朋友”这个绰号。而自然堂的广告告诉我们，这些“小朋友”的勇敢，热情，傻傻的热血 —— 都很美。
Like so many other brands that want to appeal to young consumers to help connect with their target audience, Chando turned to the Bilibili video sharing platform. With over 100 million monthly active users aged 18-25, the platform is considered a “Gen-Z playground”. Focusing primarily on ACG (anime, comics and games), Bilibili is also unique video platform as it uses the power of community and not algorithms to push viral content and increase engagement. In other words, there are different requirements to commercial films targeting Bilibili audience. This time, Chando joined forces with Bilibili beauty blogger Vivekatt to create the look in the commercial film and capture the “uniquely young expression” with exaggerated props and makeup. In terms of exposure, the strategy seems to be working: to date “冲吧！小朋友” ad is the most popular video of the brand on Bilibili with over 900K views.
和很多想要抓住年轻消费者的品牌一样，自然堂也选择使用哔哩哔哩这个平台。哔哩哔哩18-25周岁的月活跃会员有一百多万，是当之无愧的“Z世代乐园”。除了ACG（动漫，漫画，游戏）内容之外，哔哩哔哩也是一个独特的视频平台，它利用社区的力量而不是算法来堆积点击率或提高参与度。换言之，针对哔哩哔哩观众的商业片得与众不同。这一次，自然堂和哔哩哔哩美妆博主Vivekatt联手打造了片中的夸张妆容，再配合夸张的道具，展现了“年轻人独特的风采”。就曝光率而言，这一策略似乎奏效了：截止今日《冲吧！小朋友》广告是哔哩哔哩上自然堂主页最受欢迎的视频，点击量超过90万。
Interestingly, the first commercial Chando released in partnership with Bilibili at the beginning of October, shows the brand is attempting to sit at two tables at the same time. Unlike the overall message “You’re beautiful as you are”, the first commercial film promotes an aesthetics of “You are different, and that’s beautiful”. “The non-mainstream university” commercial film envisioned by Tianyukong, puts real cosplay bloggers up to the task to disrupt the rules in a dystopian world of single beauty standard.
有趣的是，自然堂在10月初与哔哩哔哩合作发布的第一个商业广告则透露出了更多的野心，显然自然堂想要“多个圈子都混得开”。与自然堂一贯的广告金句“你本来就很美”不同，这部广告片的主题是“别怕你的不同，自然堂相信，你的不同很美”。这部《自然堂支流大学》的广告由天与空构思，cosplay博主真人参演，在一个反乌托邦，审美单一的世界里，这些不一样的年轻人不惧挑战主流审美，打破规则，活出自己的精彩。
Regardless of the varied visual approaches to the send the “You are beautiful” message, Chando’s Bilibili based commercial films are a strategic move. The platform is reportedly big with young audience, creating highly engaged communities, that add potentially loyal customers as Bilibili ventures to e-commerce with Taobao collaboration. It’s not entirely impossible that in China, even commercial films, not shot specifically for Bilibili, will be influenced by the aesthetics of increasingly popular platform. And judging by the Chando’s beauty commercials, we’re in for a bizarre ride.
不论是以哪一种角度去宣告“你很美”这条信息，自然堂哔哩哔哩的商业电影绝对是精心策划的一步棋。据报道，该平台拥有大量年轻的观众，相当活跃的社区，特别是在哔哩哔哩与电商平台淘宝合作之后，这些观众都是自然堂潜在的忠实用户。在中国，即使不是专为哔哔哔拍摄的商业电影，也多多少少可能会受到日益流行的平台美学影响。而从自然堂的广告来看，我们的奇异旅程已经开始了。
冲吧！小朋友 CREDITS 制片团队
Client 客户：Chando 自然堂
Agency 代理：奥美Ogilvy China
Production House 制作公司：Achill明晰制作
Executive Producer 监制：Mika
Director 导演：丁雨晨
Sound 声音设计： 造音工场
Colorist 调色：DW 影视广告后期制作
Visual Effects：HUE post production
支流大学 CREDITS 制片团队
Client 客户：Chando 自然堂
Agency 代理：Tianyukong 天与空
Production House 制作公司：Shiya Enterprise 四谷企业
Executive Producer 监制：Marc Zheng 郑善为
Producer 制片：Jason Pan 潘吉琛
Director 导演：Yuen Hsieh 谢宇恩
DoP 摄影指导: Shifeng Lin 林士丰
Editor 剪辑：Matt Osborne
Composer作曲：Mike G
Sound Mixer 混音师: 李晓浩
Colorist 调色：Tony Zhang 张英杰
Visual Effects 特效师：Simon Kounovsky
BAM Music Library Brings Edgy, Indie Sounds to Chinese Creatives
