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该项目荣获:

2020 上海国际广告奖·最佳场景营销

2020 上海国际广告奖·最佳投影媒体

2020 非凡奖·银奖


为打造乐事樱花限定口味爆款,我们撷取“樱花”及“片刻”作为主题,打造将传统的樱花和高科技互动结合的线下“乐樱星干线”。


从春季限定2.0三款新口味薯片及包装,到樱花主题线下艺术空间,到与UGG推出跨界联名时尚单品,我们为消费者打造了层出不穷的春日限定惊喜,让粉丝沉浸在一次记忆深刻的赏樱旅程中。最终借助明星、KOL和粉丝自来水的传播获得了大量的曝光和线上声量,同时实现了销量的大幅提升,完成了对品效合一理念的践行。


















To launch Lays’ limited sakura-flavoured chips and create a social buzz for the event, GP created a unique experience embracing traditional sakura elements and modern technology, inspired by the beauty of the flower and its extreme delicacy.


From the product packaging, the sakura themed artistic space, to fashion items co-branded with UGG, every costumer was thrilled by non-stop surprising arrangements and immersed into a journey to sakura appreciation. The awareness and exposure of the campaign was maximised through the communication of celebrity guests, KOL and fans. It boosted the sales record and enhanced the brand image.






樱花梦境之旅