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《立白超品》MG动画——安戈力文化

影视广告| 佳片精选 |MG图形动画

—Client / 出品方

快手磁力引擎/立白集团

—Project name & type/项目名称&类型

立白超品MG动画宣传片

—Production House / 制作方

UGLY/安戈力

—Production Date/产出时间

2023年5月08日

—Production cycle / 制作周期

22 days

1. BACKGROUND PROJECT

In the era of surging live streaming, the entry of big stars and top anchors has intensified competition in live streaming rooms, posing unprecedented challenges and opportunities for brand marketing strategies.

在直播浪潮风起云涌的时代，大明星与头部主播的纷纷入局，让直播间的竞争愈发激烈，品牌营销策略面临着前所未有的挑战与机遇。

In May this year, Libai, a well-known domestic washing and care brand, joined hands with Kwai platform to boldly create a new live broadcast marketing model - "1+N+X" super matrix during the Kwai super brand date, aiming to break through the single framework of traditional live broadcast and open up a Xintiandi for brand marketing.

今年5月，国内知名洗护品牌立白联手快手平台，于快手超级品牌日期间，大胆开创了一种全新的直播营销模式——「1+N+X」超级矩阵，旨在突破传统直播的单一框架，为品牌营销开辟出一片新天地。

2. STORYBOARD

In the tide of live streaming marketing, Libai keeps up with the times and constantly innovates marketing methods. In May this year, Libai joined hands with Kwai Super Brand Day to bring consumers a new shopping experience with a new live broadcast feast. This live broadcast not only attracted the attention of many consumers, but also successfully shaped a new image of the Libai brand.

在直播营销的大潮中，立白紧跟时代步伐，不断创新营销手段。今年5月，立白携手快手超级品牌日，以一场别开生面的直播盛宴，为消费者带来了全新的购物体验。此次直播不仅吸引了众多消费者的目光，更成功塑造了立白品牌的全新形象。

Big stars and anchors are flooding in, and live streaming rooms are reaching new heights. Many brands are seeking new solutions for live streaming marketing. In May this year, Libai, a national care brand, joined hands with Kwai Super Brand Day to break through the shackles of traditional live broadcast single scene and create a "1+N+X" super marketing model.

大明星、大主播一股脑儿涌入，直播间卷出新高度，很多品牌开始寻求直播营销新解法。今年 5 月，国民洗护品牌立白携手快手超级品牌日突破传统直播单一场景桎梏开创「1+N+X」超级营销模式。

● An interesting live broadcast was made to create momentum for the super product hot spot (oral broadcast is required). On May 10, Libai and Kwai joined hands with the super interesting live broadcast room to parachute into Zibo, creating a "Go to Zibo and bake Libai and enjoy the live broadcast room", which is interesting to watch.

● 「1」场有意思的直播，为超品热点造势（要口播）5 月 10 日立白联合快手超有意思直播间空降淄博，打造「进淄赶烤立白欢洗直播间」，趣味看点轮番炸场。

Kwai Big V learns from sister Libai brand recommendation officer and chatters while eating . Zibo 185 handsome boys and charcoal burning boys form the "Happy Washing CP", which is the most joyful laundry scene. College student special forces and barbecue shop owners have a hot chat in turn. It's hard to stop the fresh collision between laundry and barbecue, and the clever contrast between catching up and daring to wash, which ignites the topic of Libai, and plays a leading role in the whole super product day!

快手大 V 学好姐姐搭档立白品牌推荐官边吃边唠，更有淄博 185 帅哥与烧炭小哥组成“欢洗 CP”，上演最欢喜洗衣现场大学生特种兵、烧烤店老板轮番热聊，爆梗不断洗衣与烧烤的新鲜碰撞，赶烤与敢洗的巧妙反差，点燃立白话题热度，为整个超品日打下头阵！

●From May 5th to 18th, with continuous 14 days of uninterrupted daily live streaming, Li Bai created a combination of "self broadcasting+Da broadcasting" to deeply bind the brand's exclusive imprint. With the help of top anchors such as Yan Xuejing and Yu Dagongzi, they will lead the sales and help achieve a win-win situation in terms of quality and efficiency.

● 「N」 “店播+达播”双管齐下（要口播）5 月 5 日-18 日，连续 14 天每日直播不间断，立白通过构建“自播+达播“组合拳，深度捆绑品牌专属印记，以闫学晶、瑜大公子超头部主播带货力，助力品效双赢。

● Super resources inside and outside the X station boost (to be broadcast orally). Kwai drives the dual growth of "public domain+private domain" through the magnetic Taurus, and opens up resources such as the opening screen inside the station. The multi-channel media communication outside the station helps Libai gain super exposure and explosive business growth!

● 「X」站内外超级资源助推（要口播）快手通过磁力金牛带动“公域+私域”双重增长，并打通站内开屏等资源，站外多渠道媒体传播，帮助立白收获超级曝光，生意爆发式增长！

During the super product period, the GMV of Libai exceeded 6.59 million! More than 300 million online exposures and account followers increased by 525% month on month! Kwai uses the "super interesting live broadcast room" fun live broadcast to create momentum for dialogue and water storage, and uses the short video+store broadcast+reach broadcast mode to crack the transformation of super products with goods on special occasions.

超品期间，立白 GMV 突破 659 万！全网曝光 3 亿+账号涨粉环比增长 525%！快手以「超有意思直播间」趣味直播为立白蓄水造势，以短视频+店播+达播模式，打爆超品专场带货转化。

In the future, Kwai will continue to unlock new live scenes and new ways of playing, helping more brands achieve business breakthroughs in the integration of product, efficiency and marketing!

未来，快手还将继续解锁直播新场景、新玩法，助力更多品牌实现品、效、销一体化的经营突破！

3. CHARACTER SETTING

This animation clearly shows all links and advantages of the "1+N+X" super marketing model with vivid and interesting pictures and concise and clear copy, so that the audience can fully understand and feel the charm of this model in a short time.

这条动画以生动有趣的画面和简洁明了的文案，清晰地展示了「1+N+X」超级营销模式的各个环节和优势，让观众在短时间内就能全面了解并感受到这一模式的魅力。

4. CAMERA VOICE DESIGN

The "1+N+X" super marketing model created by Libai and Kwai Super Brand Day not only brought unprecedented exposure and sales growth to the brand, but also brought new enlightenment to the live marketing field.

立白携手快手超级品牌日打造的「1+N+X」超级营销模式，不仅为品牌带来了前所未有的曝光和销量增长，更为直播营销领域带来了新的启示。

This diversified marketing approach can not only effectively attract consumer attention, but also enhance brand awareness and reputation. In the future, with the continuous development and innovation of live streaming technology, the "1+N+X" super marketing model is expected to become a new standard configuration for brand live streaming marketing.

这种多元化的营销方式不仅能够有效吸引消费者的注意力，更能够提升品牌的知名度和美誉度。未来，随着直播技术的不断发展和创新，「1+N+X」超级营销模式有望成为品牌直播营销的新标配。

Character line draft and color display contrast effect

角色线稿与上色展示对比效果

The line drawing shows the effect separately

线稿图单独展示效果

Comparison of line draft and scene display

线稿与场景展示对比效果

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /编剧&策划

SISSI

—STORYBOARD /分镜

SISSI

—CONCEPTION /元素设计

JIUHUA SHI / LI SI

YUE HAN

—ORIGINALPAINTER /原画师

JIUHUA SHI / LI SI

YUE HAN

—SCENE TEACHER /场景师

JIUHUA SHI / LI SI / YUE HAN

—COLOR SETTING /色定

JIUHUA SHI

—DIRECTOR /导演

SISSI

—PRODUCTION /制片

SISSI / SHI SHENG

—ANIMATOR /动画师

JIAXU WANG / ZHAN CHENG

—SPECIAL EFFECT /特效师

JIAXU WANG / ZHAN CHENG

—CHECKER /动检师

SISSI

—EDITING /剪辑

JIAXU WANG / ZHAN CHENG

—SYNTHESIS /合成

ZHAN CHENG

—SOUND&MIX /音效/混录/录音

JIAXU WANG / ZHAN CHENG

—VOICE ACTOR /配音演员

9. UGLY INTRODUCTION

中国蕞丑的一家MG动画公司——

（UGLY），专门服务国内广告同行、代理方、4A、甲方、乙方、丙方或丁方公司。在合作过程中以耿直、宅心仁厚的特点深受合作伙伴的热捧及引荐，迅速在业界打开名声。

UGLY, the ugliest Motion Graphics company in China, specializes in serving the domestic advertising peers, agents, 4A, Party A, Party B、Party C or Party D companies. In the process of cooperation, it was highly praised and recommended by partners with its honest and kind-hearted characteristics, and quickly opened its reputation in the industry.

自2014年成立至今，

（上海、厦门）拥有在职技术性专业人才97位，全国居家办公370多位；运用AE、C4D、逐帧、代码等高技术手段制作前沿风格MG动画作品，服务1148个项目准时交付率高达92.9%，每月可以同步进行近 50 条MG动画生产线，服务的品牌项目既有众多耳熟能详的大品牌也有初创及小众品牌，属于名副其实的动画代理源头厂家。

Since its establishment in 2014, UGLY (In Shanghai and Xiamen) has 97 in-service technical professionals and more than 370 domestic office workers nationwide; Using high-tech means such as AE, C4D, frame-by-frame code and other high-tech methods to produce cutting-edge style MG animation works .The on-time delivery rate of more than 1148 projects has reached 92.9%, and nearly 50 MG Motion Graphics production lines can be synchronized every month. The brand projects served include many well-known brands as well as start-ups and niche brands, which are worthy of the name of the animation agency source manufacturer.

取名于英文单词UGLY（丑英译），公司Slogan“丑从未如此艺术”

，现业界的评价：MG动画=安戈力，安戈力=MG动画，已形成行业符号，提到国内MG动画基地，你会想起安戈力。

UGLY is named after the English word UGLY (Ugly English translation). The company Slogan "Ugly has never been so artistic". Now the industry's evaluation: MG animation=UGLY, UGLY=MG animation, has formed an industry symbol. When you mention the domestic MG animation base, you will think of UGLY.

©UGLY安戈力

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