案前厚厚的一沓书稿,令人心存敬畏。大浪淘沙。在所有选送的案例中,如春蚕剥茧,层层蜕落,只剩下这些,成为《实战广告案例·全案》,代表着广告的至高境界及完美整合。这里收录了81个广告全案。顾名思义,每一个案例都涵盖了营销、策划、创意、传播……是一个完整的“campaign”。如果说品牌案例反映了操作者的策略能力;创意案例着重于其表现执行;活动案例体现了其在传播上的创新;那么全案则是一个运动员的十项全能——综合考验了其在所有环节上的功力。它不仅仅是一个英雄的独舞,更是一个乐队的完美合唱。而在中国良莠不齐的六万多家广告公司中,有机会、有能力做全案的实在是太少了,从中甄选出的这81个更可谓凤毛麟角、弥足珍贵。在对每一个作者心 Pre-case a thick copy of the manuscript, people are in awe. Ebb Tide. In all the selected cases, such as the spring silkworm cocoon, layers of shedding, leaving only these, a “real-time advertising case · the whole case,” represents the highest level of advertising and the perfect integration. 81 ad coverage here. As the name suggests, each case covers marketing, planning, creativity, communication ... ... is a complete “campaign.” If the brand case reflects the strategic capabilities of the operator; the creative case focuses on its performance; the case demonstrates its innovation in communication; then the case is an athlete’s decathlon - a comprehensive test of its strategic all- Skills on the link. It is not only a hero solo, it is a perfect chorus of the band. Of the more than 60,000 advertising agencies in China that have mixed experiences, there are too few opportunities for them to have the chance to do the full case. The 81 selected from them are even more precious. At heart to each author