广告设计作品分析(广告设计赏析)

广告设计作品。2015.09

for IHI

IHI is a general heavy industries manufacturer with particular expertise in energy, social infrastructure, industrial machinery, and aerospace. As its transactions are predominantly business-to-business, it is a company rarely seen by the ordinary consumer. Inevitably, that it supports our daily lives in a whole range of different ways is a relatively little known fact. In our advertising strategy for the company, we have decided on an image based solely on its company logo; the letters ‘IHI’ in blue font. This idea originally came about from the resemblance of the logo letters to the steel I- and H-beams used in construction. Just as structural steel is used to construct buildings, this concept allowed us to put together a variety of visual images. Each image comes with a single statement: For the sprawling cityscape, “Progress of living standards is made from IHI” For the bridge crossing the sea, “A hundred years of safety is made from IHI” For the airplane in flight, “Freedom in the skies is made from IHI” These were displayed on full-page newspaper advertisements for 3 consecutive days, as well as on various transport billboards and wrapped bus. The corresponding TV commercial is also composed entirely of the logo, with no voiceover or captions whatsoever. It is an animation piece, made through the painstaking process of maneuvering each of the 2000 logos on screen by hand.（IHI是一家一般的重工业制造商，在能源，社会基础设施，工业机械和航空航天领域拥有特殊的专业知识。由于其交易主要是企业对企业，因此它是一家普通消费者很少看到的公司。不可避免地，它以各种各样的方式支持我们的日常生活是一个鲜为人知的事实。在针对公司的广告策略中，我们已决定仅基于公司徽标的图片；字母“ IHI”为蓝色字体。这个想法最初是由徽标字母与建筑中使用的钢工字钢和工字钢的相似性产生的。就像使用结构钢来建造建筑物一样，这个概念使我们能够组合各种视觉图像。每张图片都带有一个声明：对于广阔的城市景观，“生活水平的提高是由IHI制定的”对于过海的桥梁，“百年安全是由IHI制定的”对于飞行中的飞机，“自由进出这些都是连续三天在整版报纸广告上以及各种运输广告牌和包裹好的公共汽车上展示的。相应的电视广告也完全由徽标组成，没有任何配音或字幕。这是一个动画作品，是通过手工操作屏幕上的2000个徽标的艰苦过程而制作的。）