Chapter 269 Gritting Teeth
At around nine o'clock in the evening, everyone returned to school safely.
Min Siyi and Huo Dashan were relieved and really breathed a long sigh of relief.
Most of the classmates, in fact, did not know what really happened. They talked and laughed and said goodbye to each other, and then walked back to the classroom together.
Xu Chen got out of the car and said to Zhao Kai:
"Stop the car on the side of the road, wait for me."
Before Zhao Kai could react, he turned and walked away.
Zhao Kai thought that Xu Chen might still need to use the car, so he waited on the side of the road for a while.
He stretched his left hand out of the window and waved behind him.
The seven taxis following them turned around and left...
After a while, Xu Chen came back, holding a box.
Zhao Kai quickly got out of the car and reached out to help move it.
Xu Chen then said: "Let's share this box of cigarettes with the brothers!"
Zhao Kai lowered his head and glanced:
"Brother Chen, your cigarettes are too expensive... I can't afford it!
Besides, I have to help you! ”
Xu Chen smiled and said: "I wasn't prepared when I saw you last time. I should have brought a few cigarettes from my hometown.
Without you and your brothers here this time, my classmates might have to spend the night at the pier...
Don't be polite to me. ”
Zhao Kai had a look of emotion on his face, but he still took the box of good cigarettes cheerfully:
"Brother Chen! Anyway, just call me if you need anything in the future.
But I won’t dare to accept your things in the future..."
Xu Chen smiled and said:
"Go and do your business. I can't keep delaying your business."
Zhao Kai smiled honestly, put the box of cigarettes in the trunk, said goodbye to Xu Chen, then got in the car and left.
Xu Chen has been with Li Rui, Zhao Feng and the others for a long time, and he knows the nature of these brothers.
In a situation like today, it would seem awkward and inappropriate to give money or fare directly.
It is most appropriate to grab a few good cigarettes.
……
Xu Chen looked at the time and was about to go to the office to make a plan.
"Xu Chen!" A female voice came from behind. He turned around and saw Min Siyi and Huo Dashan walking over.
It turned out that the two of them had been waiting nearby.
Huo Dashan looked at Xu Chen, looking a little embarrassed:
"Xu Chen, thank you very much!"
Xu Chen smiled: "You're welcome, mainly I don't want to spend the night at the dock, and I happen to know them again."
Huo Dashan: "How much did you pay those drivers? And the cigarette money just now..."
Xu Chen: "It's okay, you don't have to worry about this."
Huo Dashan hesitated, but didn't know how to speak.
Min Siyi thought for a while and said:
"Huo Dashan and I will find a travel agency tomorrow to get the bus fare back, and we will replenish it for you then."
Xu Chen said: "You don't have to worry about it. It's a waste of money and avoid disaster."
He was mainly worried that Min Siyi and Huo Dashan in front of him would have a conflict with the travel agency, so that the two children would not be bullied again.
Mainly because of this matter, Xu Chen didn't have the energy to take care of it.
Min Siyi: "Don't worry, we will only communicate on the phone and online first, and we will not cause trouble for ourselves rashly."
She paused and said: "It's not certain that we can get the money back. Anyway, if we can get it back, we will give it to you.
It can be considered as the fare back..."
Xu Chen: "Okay! Money is a small matter anyway, as long as everyone is safe!"
Min Siyi: "Are you still hungry? Huo Dashan and I will treat you to dinner."
Xu Chen smiled and said bluntly:
"I'm really not hungry anymore.
I still have some things to do in the evening. We all work in the same class, and we meet people every day that we can make appointments for another day. ”
Min Siyi: "That's okay."
Xu Chen suddenly remembered something:
"I expect to take two days off next Tuesday and Wednesday.
Then I estimate that I will have to take a few days off during the week of the 15th...
The head teacher said that if you ask for leave, just report it to the class leader. ”
Min Siyi: "No problem. Once you have determined which days it is, just send me a message and I will help you report to the college."
Xu Chen: "Thank you, monitor!"
Min Siyi smiled and said: "We would like to thank Mr. Xu and Boss Xu!"
……
……
Dongchen Advertising, office.
Xu Chen poured a glass of red wine and started writing out the plan he had organized during the day in front of the computer.
He opened a document and thought about it for a while.
Then I typed a few lines of key text:
【The pain of life is gone by gritting one's teeth...】
【Live as strong as teeth...】
[Gaogujie "Gluting Toothpaste"...]
The above three sentences are the creative concepts captured during the day for "Gao Gujie Toothpaste".
The creative topic of this advertising competition, "Gaogujie", is for a newly launched "Gugujie Toothpaste".
The proposition is to use a set of print ads to convey the core selling point of "making teeth stronger".
There are naturally many choices for creative expression.
However, for the purpose of "winning awards", we cannot use too conventional creative techniques, such as some common advertising forms that simply express "strong teeth". The creative concepts of "grit your teeth and get over it" and "live as strong as your teeth" are all out-of-the-box creative methods.
Such creative techniques are not commonly used in actual advertising production, and are basically not chosen by Party A’s customers.
Because such advertisements are often incomprehensible to many consumers, and at the same time they are unable to directly express the selling points of the product, such as what elements are there to fix teeth, the latest biotechnology, etc...
But for the purpose of winning awards in advertising competitions, this kind of out-of-the-box creative thinking is very suitable.
The judges like this.
The advertising industry also has a strong "creative attribute".
A movie analogy can be used.
The films that have won awards at major European film festivals are often boring literary films that rarely make any box office when released.
In the "creative" advertising competition, those who can win the grand prize are usually creative ideas with some tricky ideas, but ordinary consumers may not fully understand...
At the same time, the creative direction Xu Chen chose was also in line with the creative ideas that the "judge chairman" liked.
Check out the 16-9 book bar and see the correct version!
In his book "Creativity and Innovative Thinking", he proposed a creative method of "nature transcendence", which is actually the underlying logic of Xu Chen's idea.
When Xu Chen creates in this way, he naturally decides in advance to "go with what he likes".
……
Tooth-fixing toothpaste should express the "strongness" of teeth.
In this creative concept, the "sturdiness" of teeth and the "strength" of life are creatively connected.
The core concept is "live as strong as teeth".
The core copywriting theme "grit your teeth and get over it" can not only express the attitude of "being strong in life", but also express the "sturdiness" of teeth in the vocabulary of "grit your teeth".
……
Xu Chen typed "crackingly" and soon extended this core creative concept into "three stories", that is, three "print advertisements".
What moves people are always real people and stories, not preachy "big principles."
The same goes for advertising.
Based on the creative concept of "living like teeth", Xu Chen extended three story characters...
Three protagonists who face difficulties in life and need to "live as strong as teeth" form three graphic creative drafts:
1. An unemployed and lonely middle-aged man.
[On the 127th day of unemployment, I only had one meal today and will pay the rent tomorrow...]
[It’s nothing, grit your teeth and let it pass]
【As strong as teeth and alive! Gao Gujie-Gu Teeth Toothpaste】
2. A child who has lost his "home".
[My home is gone and I am going to live with my grandma, my mother said...]
[It’s nothing, grit your teeth and let it pass]
【As strong as teeth and alive! Gao Gujie-Gu Teeth Toothpaste】
3. The father who lost his son in old age.
[The white-haired man sent away the black-haired man, and at the age of 74, he took up the leading role again]
[It’s nothing, grit your teeth and let it pass]
【As strong as teeth and alive! Gao Gujie-Gu Teeth Toothpaste】
……
Naturally, multiple considerations went into the selection of these three manuscripts and three characters, and they were not just randomly made up by Xu Chen...
Xu Chen had actually considered all the situations that he could calculate.
Now that I have done it, I naturally try to make it as foolproof as possible.
Next, I asked Sun Amy to help me make a graphic draft.
……
Although this is a national college competition, after all, the participants are only a group of college students. How strong can their professional abilities be?
Xu Chen's set of manuscripts has a very "dazzling" creative concept, coupled with the production of professional designers...
Winning the award itself is "a sure thing"...
Coupled with the inference of the judges' preferences and the reference to previous award-winning works, it is a "100% sure win".
……
Xu Chen calmed down his hesitation and logged into MSN on the computer.
He was going to leave a message for Sun Amy first, but found that Teacher Amy was still online.
Xu Chen: [Teacher Amy, you are actually online...I just have something to ask you! 】
Sun Amy: [Teacher Xu Chen, just tell me! 】
Xu Chen: [As I mentioned to you last time, I have a few manuscripts that I need help turning into flat drafts. 】
Amy Sun: [No problem! You send it to me and I'll take a look first. 】
Xu Chen: [Wait a moment, I’ll send you an online message, and then I’ll chat with you directly on the phone! 】
Amy Sun: [Wait a minute, I’ll find a conference room! 】
Xu Chen: [It’s so late, are you still working overtime at the company? 】
Amy Sun: [That’s not really true, I’m fishing in the company...]
……
Xu Chen threw the creative document over, waited for a while, and dialed the phone.
He didn't hide anything and directly told me that this was a set of manuscripts for "competition".
Amy Sun herself is in the advertising industry, so she immediately understood that this was a set of "aircraft scripts".
The so-called "aircraft manuscript" usually refers to a type of manuscript that is highly creative but has poor practicality.
Generally speaking, "aircraft drafts" are a type of draft that advertising creatives use to submit for advertising awards, or are made purely to satisfy their own creative desires.
On the phone, Xu Chen briefly explained the creative concept and then detailed the picture requirements.
Amy Sun listened carefully and said nothing on the other end of the phone.
After Xu Chen finished speaking, Sun Amy was silent for a while and then said:
"This idea... is so well done!"
(End of chapter)