咱们只需赢了2016的自己，但别忘了带上这16个案例 |年度文案专题（上）
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">写在前面|<span style="color: black;">能够</span>说这是一份迟到一年的年度榜单，从放假前的预告到节后正式上班才放出，<span style="color: black;">这里</span>向<span style="color: black;">大众</span>致歉。本打算只复盘<span style="color: black;">2016</span>年度十大<span style="color: black;">宣传</span>文案（依旧是不权威的内定），但想了想未免有些敷衍，<span style="color: black;">因此</span>还是决定静下心来重新审视。真正戳中内心、观点独特、<span style="color: black;">陪同</span>着<span style="color: black;">咱们</span>前行的是<span style="color: black;">那些</span>文字？<span style="color: black;"><strong style="color: blue;"><span style="color: black;">经过</span>好友的<span style="color: black;">帮忙</span><span style="color: black;">@</span>分手为啥拿走锅已整理出一部分，今天是上篇，而下篇将由你们文末投票及留言区决定。</strong></span></span></p><img src="http://mmbiz.qpic.cn/mmbiz_gif/PkZobBW765HwicKhEjXA4kLpH832wWWaicB2CceJcVRPhFx3jVQq7PnXpicgTN7BRryIZic5tTBFpYkX4ick2xvafeQ/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">到底什么样的文案才是好文案？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_gif/PkZobBW765HwicKhEjXA4kLpH832wWWaicXpEIszOBratqKNC97uFQjeJlUovUoc1q3nz7HRzwJhMMxRv7k7ibvHg/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有人<span style="color: black;">爱好</span>阿婆<span style="color: black;">果蔬</span>摊上的那句“甜过初恋”；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有人<span style="color: black;">爱好</span>“别人眼中的天真，都是我以梦为马的狂奔”<span style="color: black;">这般</span>的鸡汤（京东）；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有人<span style="color: black;">爱好</span></span><span style="color: black;">“<span style="color: black;">自律给我自由</span>”<span style="color: black;">的思辨</span></span><span style="color: black;">（</span><span style="color: black;">Keep</span><span style="color: black;">）；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有人<span style="color: black;">爱好</span></span><span style="color: black;">“<span style="color: black;">愿天下跑鞋终能出柜</span>”<span style="color: black;">的想象力</span></span><span style="color: black;">（</span><span style="color: black;">New Balance</span><span style="color: black;">）；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">.......</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我只能算是一个野生文案，<span style="color: black;">亦</span>曾和大<span style="color: black;">都数</span><span style="color: black;">同样</span>，认为文笔好就<span style="color: black;">能够</span>做文案，辞藻优美<span style="color: black;">便是</span>好文案。但许舜英的一句“最通顺的文案<span style="color: black;">便是</span>最烂的文案”着实刺痛了我的小心脏。<span style="color: black;">由于</span>太正常太优美的文案则<span style="color: black;">显出</span>无力、沦为<span style="color: black;">公众</span>脸。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然，好文案有好文案的<span style="color: black;">招数</span>[</span><span style="color: black;"><a style="color: black;">解锁新姿势，<span style="color: black;">这儿</span>有一百种<span style="color: black;">办法</span><span style="color: black;">能够</span>撩出洗脑文案</a></span><span style="color: black;">]，但<span style="color: black;">招数</span><span style="color: black;">背面</span>真正的力量在于<span style="color: black;">是不是</span><span style="color: black;">拥有</span>独特的思想。或是让你会心一笑、或是心头一震、或是菊花一紧、或是撕得你体无完肤的毒鸡汤<span style="color: black;">/</span>负能量<span style="color: black;">......</span>总能找到独特的<span style="color: black;">方向</span>观点、戳到你很痛的痛点、进行<span style="color: black;">新鲜</span>巧妙的表达等等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而下面这些<span style="color: black;">宣传</span>文案大部分都达到了刷屏效果、<span style="color: black;">陪同</span>着<span style="color: black;">咱们</span>坚毅勇敢地走过2016。<span style="color: black;">此刻</span><span style="color: black;">咱们</span><span style="color: black;">已然</span>以全新的姿态投入工作、生活，无论你是重返北上广，还是留在故乡，就带着这些文字<span style="color: black;">17</span>前行吧！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">愿你立起的Flag<span style="color: black;">再也不</span>倒下，愿你赢过<span style="color: black;">2016</span>年的自己<span style="color: black;">......</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">基于品牌性、创新性、社媒传播力等标准综合考量，<span style="color: black;">咱们</span><span style="color: black;">首要</span>回顾。（全篇将复盘<span style="color: black;">16</span>个案例）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Keep</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">自律给我自由</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">相关</span>运动的品牌形象<span style="color: black;">宣传</span>做起来既简单又艰难。大体而言要传达给这类消费者的核心信息无非是“管住嘴迈开腿，<span style="color: black;">奋斗</span><span style="color: black;">保持</span>赶紧的！”以及“普通人走上人生巅峰就靠运动啦”，连<span style="color: black;">Slogan </span>打的都是同一管鸡血。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">难点<span style="color: black;">亦</span>在于此，<span style="color: black;">做为</span>一款运动<span style="color: black;">App</span>，本身在知名度和运动体验上相较于传统运动装备类品牌就存在短板，而既然<span style="color: black;">大众</span>都这么玩，凭什么你的品牌脱颖而出？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_gif/PkZobBW765HwicKhEjXA4kLpH832wWWaicVHUpuGIicoBHq7iaw2SqVadSng6ZrEmzyrLibTn4GxqzZQRCjherd0cYA/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">都市人，一言不合就要去远方；健身，一杠之间就想谈放弃。在远方和放弃的单选题上，<span style="color: black;">她们</span>追求的到底是什么？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是摆脱当下，以及<span style="color: black;">所说</span>的“自由”。普世迷幻，但关于自由的命题，却<span style="color: black;">始终</span>找不到答案。直到得到这么一句话——“自由源于自信，自信源于自律。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_gif/PkZobBW765HwicKhEjXA4kLpH832wWWaicnPlq2SQyp2gVBrjn52dldjeHSnAYdqM1gs9cqmjDxIBDWguLw8fmOA/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自信的人，能够掌控自己的欲望；而掌控，则是自律的结果。<span style="color: black;">哪些</span><span style="color: black;">咱们</span>所<span style="color: black;">不可</span>握在手中的，正是自由的出口。人生如此，运动<span style="color: black;">也</span>是。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">经过</span>展现身处何地都能随时<span style="color: black;">保持</span>健身的人们，表现品牌”<span style="color: black;">保持</span>“的品牌理念。<strong style="color: blue;">正如<span style="color: black;">宣传</span>中所言，“哪有什么天生如此，只是<span style="color: black;">咱们</span>天天<span style="color: black;">保持</span></strong><strong style="color: blue;">”</strong>。每一句充满力量的<span style="color: black;">宣传</span>语都在赤裸裸的向受众传达着自信、<span style="color: black;">保持</span>的生活态度。<span style="color: black;">由于</span>，<span style="color: black;">保持</span><span style="color: black;">必须</span>自律，而自律<span style="color: black;">能够</span>带来自由。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">"烫"女鞋</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">你<span style="color: black;">必须</span>一双好鞋,<span style="color: black;">由于</span>你有<span style="color: black;">非常多</span>人要见</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一双好鞋<span style="color: black;">或</span>说好的高跟鞋<span style="color: black;">针对</span>姑娘们<span style="color: black;">来讲</span><span style="color: black;">寓意</span>着什么？足上生花，展示优美的腿部线条，带领姑娘们经历社交场的各式<span style="color: black;">名人</span>......</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/PkZobBW765HwicKhEjXA4kLpH832wWWaic6e2NicABia6hMTjCPO5QgUWyicTKicsMUwR8eoFmqY9nQph7piczqXk6wZQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“站在高跟鞋上，我<span style="color: black;">能够</span>看到全世界”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“单身女子的路并<span style="color: black;">欠好</span>走，<span style="color: black;">因此</span><span style="color: black;">咱们</span>更<span style="color: black;">必须</span>一双好鞋为这条路增添点乐趣”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是美剧《欲望都市》中的2句台词，用作女鞋的<span style="color: black;">宣传</span>文案<span style="color: black;">亦</span>是恰到好处。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而偏偏有一种女鞋<span style="color: black;">宣传</span>和<span style="color: black;">哪些</span>“妖艳贱货”不<span style="color: black;">同样</span>，反其道而行、反向包装。<span style="color: black;">无</span>麻豆，<span style="color: black;">无</span><span style="color: black;">制品</span>，平面设计非黑即白，不按常理。这<span style="color: black;">便是</span>“烫”-社交女鞋。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/PkZobBW765HwicKhEjXA4kLpH832wWWaicQXMFQNvib4NfsFj0woR1qdbvCib2YBJO4DpudclcGr266EPMSHUp99lg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/PkZobBW765HwicKhEjXA4kLpH832wWWaicmNW4IbKRVzLC9zlKOJDYRlDVd3mrcX5KxvNiaFLfibGibxIrkrvhicDiaQw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/PkZobBW765HwicKhEjXA4kLpH832wWWaic08yicLCy0FgWkO7766vldnPDmOuyNSeMprC6j0q5AetHwgbfK5onTrA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">仔细琢磨文案后，不觉感叹这洞察挺厉害的。高跟鞋：痛点在哪里？<span style="color: black;">针对</span>女性消费者而言，光鲜亮丽的<span style="color: black;">背面</span><span style="color: black;">亦</span>有着痛苦的一面，<span style="color: black;">例如</span>不太好穿、难以驾驭<span style="color: black;">乃至</span>摔跤......而落款处一个烫的女鞋品牌却不是<span style="color: black;">咱们</span>所熟知的“大部分”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大部分高跟鞋玩的是惊险、难以驯服、令人胆寒，而“烫”实则告诉女性消费者，<span style="color: black;">能够</span><span style="color: black;">处理</span>这些痛点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这则<span style="color: black;">宣传</span>是揽胜的作品，<span style="color: black;">因此</span><span style="color: black;">难免</span>许多人感觉带着浓浓的地产味儿。</span><span style="color: black;">除了直击痛点，揽胜还给予烫品牌一个<span style="color: black;">尤其</span>的定位：社交女鞋。<span style="color: black;">最少</span>在同质化的背景下，这一差异化的定位<span style="color: black;">已然</span>很强势了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">蜂窝煤风格的设计分别指代女性在感情方面、职场方面、家庭生活方面的社交人脉，<span style="color: black;">而后</span>带出“烫”品牌的<span style="color: black;">slogan</span>：你<span style="color: black;">必须</span>一双好鞋，<span style="color: black;">由于</span>你有<span style="color: black;">非常多</span>人要见。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">完整案例：</span></strong><span style="color: black;"><a style="color: black;">你<span style="color: black;">必须</span>一双好鞋，<span style="color: black;">由于</span>你有<span style="color: black;">非常多</span>人要见</a></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">New Balance</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">每一步都算数</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2016年，在<span style="color: black;">110</span>周年之际，新百伦再次<span style="color: black;">选取</span>与李宗盛合作，在<span style="color: black;">12</span>分钟的<span style="color: black;">宣传</span>片《每一步都算数》里，以个人传记的方式演绎了新百伦的精神与李宗盛的情怀。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事过境迁<span style="color: black;">最终</span>明白</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">人<span style="color: black;">一辈子</span>中每一个经历过的城市，都是相通的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每一个<span style="color: black;">奋斗</span>过的脚印，都是相连的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">它<span style="color: black;">循序渐进</span>带我到今天，成就今天的我</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">人生<span style="color: black;">无</span>白走的路，每一步都算数</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/PkZobBW765HwicKhEjXA4kLpH832wWWaictsl0sLuumf0ptw7icdsINkLYCQjX8vBUiaDLkic11HxOWkEYZWhfYRjIw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">李宗盛<span style="color: black;">选取</span>了东京、温哥华、香港、吉隆坡和台北5个城市，重走、回忆、讲述自己的音乐创作之路，用自己的<span style="color: black;">全部</span>人生故事为<span style="color: black;">New Balance </span>背书。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">天猫双11</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你所有的热爱，全在<span style="color: black;">这儿</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每年双十一天猫都会由一支主题<span style="color: black;">宣传</span>大片拉开狂欢序幕。2016的这支，起调很高。<span style="color: black;">按照</span><span style="color: black;">每一个</span>品牌的<span style="color: black;">slogan</span>以及品牌精神，创造<span style="color: black;">每一个</span>品牌<span style="color: black;">区别</span>的故事脚本，<span style="color: black;">同期</span><span style="color: black;">摆列</span>组合所有故事脚本的<span style="color: black;">次序</span>，在整体文案上所有<span style="color: black;">slogan</span>组合起一首高燃的品牌诗。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">I Will</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Change Your Destiny</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">You Can Be Anything</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Always In Beta</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">基本</span>停不下来</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Capture Different</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Delighting You Always</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Live In</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">The Best a Man Can Get</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你值得<span style="color: black;">持有</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怕什么</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Life is Good</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不设线</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">将来</span>无所<span style="color: black;">不可</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">We Break the Rule</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Keep Walking</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Ready for More</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Forward Thinking</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Never Stop Exploring</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Just Do It</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这支联合30多个国际品牌打造出来的作品，充分表达了中国消费者是如何生活在<span style="color: black;">她们</span>所热爱的品牌世界里；<span style="color: black;">亦</span>恰恰表现了天猫最<span style="color: black;">基本</span>的品牌精神之所在——打造消费者挚爱的品质购物之城，“你所有的热爱，全在<span style="color: black;">这儿</span>；尽情生活，<span style="color: black;">都在</span>天猫双十一”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Johnnie Walker</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">为成长干杯</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">长时间</span><span style="color: black;">败兴</span>，尊尼获加都以触动人心的正能量鸡汤在社交网络上<span style="color: black;">连续</span>发声，但令人惊喜的是这次用起了正当红的“黑鸡汤”模式，开辟了营销新思路。不空谈虚幻的<span style="color: black;">将来</span>，<span style="color: black;">不消</span>成功学的把戏蛊惑人心，消费者<span style="color: black;">经过</span>黑鸡汤正视严酷的现实，<span style="color: black;">亦</span><span style="color: black;">经过</span>黑鸡汤式的自嘲宣泄无奈的<span style="color: black;">心情</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">北京的堵、上海的贵、深圳的忙......以不试图粉饰太平的品牌态度赢得消费者的信赖。在愈发多元化的营销圈，无数品牌、营销人正尝试<span style="color: black;">经过</span>技术手段、视觉奇观刺激消费者。但无论技术<span style="color: black;">怎样</span>升级，触动人心依旧是营销传播的终极追求。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">尊尼获加#为成长干杯</span><span style="color: black;">#</span><span style="color: black;">，依旧展示出其在情感<span style="color: black;">或</span>说走心营销<span style="color: black;">行业</span>的深厚功底。凭借直击人性的洞察，深入人心的内容，<span style="color: black;">帮忙</span>品牌与消费者<span style="color: black;">创立</span>有效的情感链接，拉升营销的深度与广度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">完整案例：</span></span></strong><span style="color: black;"><span style="color: black;"><a style="color: black;">来，10座城以及你的故事都在这杯酒里 |尊尼获加#为成长干杯#营销专题</a></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Cartier×张震</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">以手抵心,随心所欲</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本<span style="color: black;">能够</span><span style="color: black;">容易</span>做”偶像”明星，偏偏为了演戏而生。而褪下影帝的光环，他是那个<span style="color: black;">爱好</span>在自然间寻找自我与内心平静的张震。<span style="color: black;">2016</span>年<span style="color: black;">6</span>月卡地亚<span style="color: black;">Cartier</span>再度与张震合作，推出腕表微电影<span style="color: black;">-</span>《手<span style="color: black;">Hands</span>》。在这部微电影中，张震<span style="color: black;">最终</span>做回自己，演绎了一段“心手相连”的故事。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（识别二维码，观看视频）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经<span style="color: black;">太多</span>年的沉淀，张震已历练出看似自由不羁却沉稳内敛的气质。“以手抵心，随心所驭”，全新的<span style="color: black;">Cartier</span>系列腕表所传达出的这种平衡、明晰和克制简直和张震完美契合。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每一双手</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">都有<span style="color: black;">她们</span>的故事</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我这双手</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">便是</span>我的故事</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">回到自己比扮演别人更重要</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">伸出手</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自然就<span style="color: black;">晓得</span>哪里松<span style="color: black;">有些</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">哪里要握紧</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">手与心相连</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>手上偷了懒</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">戏里面都<span style="color: black;">晓得</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以手抵心。当<span style="color: black;">咱们</span>偶尔摊开自己的双手看着掌心缠绵交错的曲线时，是不是<span style="color: black;">亦</span>会想起一路走来的故事？这些痕迹的<span style="color: black;">背面</span>都在印证着时间过往，能衡量能定格在每一分、每一秒的<span style="color: black;">仅有</span>表盘上的指针<span style="color: black;">晓得</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这<span style="color: black;">亦</span>许<span style="color: black;">便是</span>Cartier<span style="color: black;">宣传</span>的创意所在。<span style="color: black;">咱们</span><span style="color: black;">经过</span>时间，能够看透<span style="color: black;">非常多</span>东西，能够深刻地<span style="color: black;">诠释</span>一个人，<span style="color: black;">包含</span>自己。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">完整案例：</span></span></strong><span style="color: black;"><span style="color: black;"><a style="color: black;">张震用这双手下了棋、打了拳、抱过杜鹃，迷惑了众生</a></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实，2016年明星独白式的经典<span style="color: black;">宣传</span>文案除了今天列举的新百伦与李宗盛、卡地亚与张震，还有<span style="color: black;">QQ</span>阅读携手胡歌推出的《读自己》以及红星美凯龙携手冯唐、李泉推出的《爱木之心》。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">豆瓣</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>的精神角落</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“除了一个小<span style="color: black;">奥密</span>，我只是一个极其平凡的人。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是豆瓣首部品牌影片的<span style="color: black;">第1</span>句台词，<span style="color: black;">亦</span>是豆瓣十年来首次<span style="color: black;">经过</span>影像与<span style="color: black;">公众</span>沟通的<span style="color: black;">第1</span>句话。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说是<span style="color: black;">宣传</span>片，但其实豆瓣这支宣传片更像是一首影像诗、一个寓言故事，处处透漏着一种“虽然不合群，但我绝不平凡”自信与傲气，一种专属于文艺青年的独特气质。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（识别二维码，观看视频）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了这个小<span style="color: black;">奥密</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我只是</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个极其平凡的人</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我有时</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">会张开双臂拥抱世界</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有时</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我只想一个人</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>的精神角落</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是一个人穿梭自我精神世界的旅程，<span style="color: black;">亦</span>是一群人交换精神感受的心声。<span style="color: black;">倘若</span>你在影片中，看见自己的影子，你<span style="color: black;">能够</span>说自己很豆瓣；<span style="color: black;">倘若</span>你在影片中，看见一群人的模样，那<span style="color: black;">她们</span>，<span style="color: black;">便是</span>豆瓣，<span style="color: black;">便是</span><span style="color: black;">咱们</span>的精神角落。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">关联</span><span style="color: black;">举荐</span>：</span></span></strong><span style="color: black;"><span style="color: black;"><a style="color: black;">不得不佩服豆瓣强大的执行力，这<span style="color: black;">亦</span>许是最有态度的回击 |2016终篇</a></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《路边野餐》旁白</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为了寻找你,我搬进鸟的眼睛</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">导演说“我的电影像一场大雨，<span style="color: black;">期盼</span>你们不要带伞”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我依旧记得海报中的一句文案“<span style="color: black;">她们</span>住在瀑布旁边，瀑布声音很大。<span style="color: black;">因此</span>，在家只跳舞不说话”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>一部文艺片，在<span style="color: black;">便是</span>让你看不懂的<span style="color: black;">状况</span>之下，就连导演的名字<span style="color: black;">亦</span>很符合费解的设定，我<span style="color: black;">爱好</span>。这部电影用了一个40分钟的长镜头讲述了两个爱情故事。台词很少，多以旁白诗贯穿了<span style="color: black;">全部</span>剧情。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了寻找你</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我搬进鸟的眼睛</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经常盯着路过的风</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">山，是山的影子</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">狗，懒得进化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">夏天，人的酶很固执</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">灵魂的酶像荷花</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">把回忆揣进手掌的血管里</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">手电的光透过掌背</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">仿佛看见跌入云端的海豚</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">许多夜晚重叠</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">悄然形成<span style="color: black;">阴暗</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">玫瑰吸收光芒</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大地按捺清香</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通往岁月楼层的应急灯</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通往我写诗的石缝</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">必定</span>有人离开了会回来</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">腾空的竹篮盛满爱</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">必定</span>有某种破碎像泥土</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">某个谷底像手<span style="color: black;">同样</span>摊开</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">冬天是十一月</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">十二月、一月、二月、三月、四月</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当我的光曝在你身上</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重逢<span style="color: black;">便是</span>一间暗室</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所有的怀念<span style="color: black;">隐匿</span>在<span style="color: black;">类似</span>的日子里</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">心里的蜘蛛侠模仿人类张灯结彩</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">携带乐器的游民<span style="color: black;">亦</span><span style="color: black;">没法</span>传达</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这对望的方式接近古人</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接近星空</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所有的转折<span style="color: black;">隐匿</span>在密集的鸟群中</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">天空与海洋都<span style="color: black;">没法</span>察觉</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怀着美梦却<span style="color: black;">能够</span>看见</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">摸索颠倒的一瞬间</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">命运布光的手</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为我支起了四十二架风车</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">源源<span style="color: black;">持续</span>的自然</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宇宙来自于平衡</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">白日</span>睡觉的人</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不善于和时代沟通</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">桥的两处躺着空房</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">黑白之间躺着我</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">旁白文案总在剧情反映着现实悲凉的时候<span style="color: black;">显现</span>，<span style="color: black;">亦</span>许普通文字<span style="color: black;">没法</span>描述这画面，只能用抽象的诗独自呢喃出那种无可奈何挣扎的心境。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">好了，2016年度<span style="color: black;">宣传</span>文案榜单的上篇到此结束，而下篇的<span style="color: black;">8</span>个案例将由你们来决定。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>你觉得还有更好的，那就留言区甩出来！</span></strong></span><span style="color: black;">否则，别怪人家用小拳拳捶你胸口[捂脸]。</span></p>
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