最近，被誉为"广告界奥斯卡"的戛纳国际创意节落下帷幕。 Classic Award：用简单的内容引起用户注意 在Classic Award类别中，KitKat《Phone Break》获得了户外狮全场大奖、百威《One Second Ads》获得了广播音频狮全场大奖。不同于其他广告要传递出 更多的产品、品牌信息，KitKat和百威都选择用更简单的内容引起用户注意。 1、户外狮全场大奖：KitKat《Phone Break》 KitKat的获奖案例名称叫《Phone Break》，画面中，原本形形色色的人手中紧握的是手机，但是被替换成了KitKat巧克力，整个场景也从喧嚣变得安静 下来。有意思的是，这支广告被KitKat投放在了用户使用手机最频繁的场景中，比如公交站、地铁上、街头巷尾的广告牌等。 这种通过不同的人共同呈现出停下来、拿起KitKat的状态，在画面呈现上有着强烈的视觉反差。而且在视觉替换和氛围转变之下，也传递了KitKat的经典 口号"Have a break，have a KitKat"，暗示着KitKat是比刷手机更好的"休息"选择。 在Morketing看来，KitKat精准洞察了当代人"休息 ...

Group 1 - The article discusses the rising popularity of Labubu, a character that has become a cultural phenomenon, particularly during the high school entrance examination season in China [1][3][17] - Labubu's marketing success is highlighted as it has transformed from a niche product to a symbol of family dynamics and societal expectations, especially in the context of the high-stakes examination [4][19] - The high school entrance examination is recognized as a challenging marketing opportunity for brands, with many attempting to leverage this event for promotional purposes [6][7][16] Group 2 - Historical context is provided, tracing the evolution of high school examination marketing back to 2003, when Nestlé's KitKat capitalized on a phonetic connection to success in Japan [8][12] - This year, over 20 brands participated in high school marketing, focusing on themes of good fortune, service, and product quality [10][12] - Brands are increasingly shifting towards service-oriented marketing strategies, recognizing that the examination period is not suitable for aggressive sales tactics [16][22] Group 3 - The article emphasizes the importance of emotional resonance in marketing during the examination period, suggesting that brands that create widespread emotional connections can achieve lasting impact [16][21] - Labubu's recent viral moments on social media illustrate how brands can effectively engage with audiences by tapping into shared cultural experiences [17][19] - The article also notes that while high school marketing presents challenges, it also offers opportunities for brands willing to innovate and connect authentically with consumers [21][25]