【文章內(nèi)容簡介】 olly deadpan. What?s unique about Murakami?s stories is that they expertly manage to conjure up the feeling of city dwellers. 她們最欣賞的作家是村上春樹。其作品憂郁、超現(xiàn)實(shí)、冷峻，能喚起城市人的感覺。 Tone Manner 氣氛及風(fēng)格 ? Though the visual part of the Left Bank Caf233。 advertising should have a very French style, the copy should have a very Japanese literary style. 雖然左岸咖啡館的廣告視覺應(yīng)該非常法國化，但其文本應(yīng)是很有日本文學(xué)的風(fēng)格。 Correction Triangle : Left Bank Cafe Spiritual Satisfaction 精神上的滿足 Solitude is not loneliness 獨(dú)處不是寂寞 Artistic Atmospheric, Contemplative 藝術(shù)氣氛、沉思 Creative Brief 創(chuàng)意簡報(bào) ? During the process of briefing the creative people, we told them, “Let?s fet that we are making advertisements for packaged drinks. Let?s pretend that our client is actually a caf233。 that we are making advertisements for a French caf233。!” “讓我們忘記自己是在為包裝飲料做廣告， 假想是在為一家遠(yuǎn)在法國的咖啡館做廣告！ ” ? We collected a lot of reference information from France, including pictures and even menus of French caf233。s. 從法國收集來許多咖啡館的資料，包括圖片甚至菜單。 The Left Bank Caf233。 Sells More Than Just Coffee 不僅是賣咖啡 ? If our brand was to be a caf233。, then there was no reason for it to be limited to only selling coffee. The brand could be extended to include all the items on a caf233。 menu. 如果我們的品牌是咖啡館，那么它不應(yīng)僅賣咖 啡。它可以延伸到咖啡館餐單上的所有東西。 The Left Bank Caf233。 Sells More Than Just Coffee 不僅是賣咖啡 ? So now when you look in the refrigerators at 7 Eleven, you will also find Th233。 au lait, as well as Blancmange and other Frenchstyle desserts, all under the Left Bank Caf233。 umbrella brand. 所以，現(xiàn)在你從 711 便利店的冷藏柜里，還能找到左岸咖啡館牌子的奶茶、牛奶凍和其它法式甜品。 The Left Bank Caf233。 Sells More Than Just Coffee 不僅是賣咖啡 ? We are currently evaluating the possibilities for Frenchstyle cakes, and in the future we hope to have special refrigerators in stores, exclusively for Left Bank Caf233。 products. 我們現(xiàn)在考慮法式蛋糕的可能性，希望將來在商店里有左岸咖啡館產(chǎn)品專用冷藏柜。 The Role of Advertising 廣告的角色 ? The advertising encourages consumers to build a picture in their minds of their favorite French caf233。 an ideal caf233。, a caf233。 with a long history and a strong cultural, artistic atmosphere. 廣告要促使消費(fèi)者在腦海里建造一個(gè)自己最喜愛的法國咖啡館 一個(gè)理想的咖啡館，一個(gè)歷史悠久、文化藝術(shù)氣氛濃厚的咖啡館。 The Relationship With the Brand 品牌寫真 ? Left Bank Caf233。 will have the power to stimulate a real and strong response in the imagination of consumers. 左岸咖啡館有能力刺激消費(fèi)者在他們的想象 里產(chǎn)生一種真實(shí)、強(qiáng)烈的反應(yīng)。 The Relationship With the Brand 品牌寫真 ? Left Bank Caf233。 will have a relationship with the consumer like that of a favorite book, such as a travel memoir, or a small volume of poetry, which is always kept on a nearby bookshelf, so that it can be taken down to be enjoyed in peaceful moments alone. In the same way, Left Bank Caf233。 is always ready to bring you refreshment whenever you need it. 左岸咖啡館和消費(fèi)者的關(guān)系就象一本喜愛的書，一冊旅游摘記，放在整潔的書架上一篇短短的詩，在你想享受一片獨(dú)處空間時(shí)，它隨手可得，帶你到想去的地方。 The Relationship With The Brand 品牌寫真 ? The insight is: ? You are here in China. Sometimes you think about going to Europe for a romantic vacation, but in this busy and practical world, all you can do is take a mental trip to Europe by going window shopping at a European style furniture store or dining in a French restaurant. 好比你身在中國，偶爾想到歐洲度個(gè)浪漫之旅，但在這忙碌現(xiàn)實(shí)的世界，你只能逛逛歐式家具店，到法國餐廳用餐，度一個(gè)想象之旅。 The Relationship With The Brand (Cont’ d)品牌寫真 (續(xù) ) ? Left Bank Caf233。 makes the mental trip easier simply satisfying your spiritual desires, any time, any place, and privately. 而左岸咖啡館使這想象之旅更輕松 簡單地滿足你隨時(shí)可能冒出的一點(diǎn)精神欲望，孤獨(dú)享受。 Building the French Caf233。 品牌塑造 ? The TVC is based on the girl?s notes and jottings about her travels. ? The print ads are a series of short stories about things that have happened in the caf233。. ? The radio ads are like poetic vigtes from the caf233。, and were broadcast