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一个野生文案的走红背后

张倩 2023-02-09
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梁玟玟 自由撰稿人 关注
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会员简介:去年,法国经历了历史上最热的平均气温和最低的降雨量,极端气候让葡萄的品质大打折扣,导致这一年酿出来的葡萄酒略显酸涩,葡萄酒销售出现困难,一家葡萄酒庄发愁:如果说实话,葡萄酒的销售必然受影响,但若不说实话,消费者喝一口便尝出来了,如何在保证销量的同时又能顾及到酒庄的信誉成为他们亟需解决的难题。 这是罗振宇在2023年《时间的朋友》跨年演讲中提到的一个案例,这个故事的happy ending被一个广告人书写了出来,这名广告人在接下品牌的中国区推广时写下这样一句文案:气候让葡萄略显酸涩,这一杯,我们共敬这一年的不完美。 「不完美」,是2022年世界的共性,也是那一年葡萄酒的特点,他说了实话,也赋予了葡萄酒独属于这一年的「特别」,同时还打中了消费者的内心。 写下这句文案的人叫舒宸,一个出生在黔西南,如今混迹在上海的广告文案,早些年,他还只是罗振宇跨年演讲的一名听众,如今他已出现在台前,这位年轻广告人从圈里查无此人转变为营销KOL的成长路径,为很多挣扎于当前困境的广告人提供了前行样本。 也许运气不会照拂每一个尝试自我突破的广告人,但理工科出身的舒宸绝不是一个没有故事的男同学,他身体力行的向行业展
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标签: #舒老师 #舒叔
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