SHPPLUS：跨境創造怎麼玩？看W野狗騎士團和W.AI
2019年，野狗说「野狗上海见」，於是W在溫哥華創建海外合資子公司，實行W野狗騎士團的第一站。2020年，野狗说「野狗新生」，又在新加坡聯合創建W.AI，要讓W.AI做廣告，讓W做創造，實現廣告界的人工智能。
一张图了解W野狗骑士团
一张图感受W.AI
而近期上線的Lee#我就这一套#，就是W野狗騎士團跨國協作的作品之一，一經上線就受到许多圈内圈外媒体的讨论和报道。
*截圖來源網絡
其中中国领先的双语广告杂志SHPPLUS也表示了對W極大的关注。非常感謝SHPPLUS對W的認可，以及对W野狗骑士团和W.AI的期待。
|| 以下为SHPPLUS公众号報導原文
If you Google “Wild Dog Knights” to try to find out more about the young production house in Vancouver of that name, the search won’t get you far. As was the case with creative house W when it first started, its overseas production extension is also a bit of a mystery for the industry. Instead of an official website and media reports, we got to know “Wild Dog Knights” through their work.
如果妳在谷歌上搜索“Wild Dog Knights”/W野狗骑士团，想進一步了解這個年輕的制作公司，妳可能找不到太多的信息。W剛成立時也遇到這種情況，對於廣告行業來說，它的海外制作分支也像一個謎一樣地存在。我們是通過作品了解“Wild Dog Knights”/W野狗骑士团，而不是官網和媒體報道。
Wild Dogs made Xiaomi Mi A3 ad into a bit of a «crime story gone wrong»
带有趣味“警匪故事”的广告片
Since starting in 2019, W’s Vancouver team is going full speed ahead: they executed the new ad for Xiaomi A3 in just one month after receiving a brief, efficiently worked on a Watson’s commercial film in the midst of virus outbreak, and recently pulled off two versions of an ad for Lee, which they completed in less than 2 days.
創立於2019年的W野狗骑士团正在全速前進：他們在接到brief後一個月內完成執行小米Mi A3的新廣告，在疫情期間高效地進行屈臣氏廣告片的制作，還有最近刚刚上线的Lee兩個版本的廣告片，只花费兩天不到的拍摄時間。
Lee#我就这一套#
Lee#Stand Tall#（亚太版）
Both the Chinese and English versions of the ad for the Asia Pacific region start with the same theme, and both are shot in same venues, but have different protagonists, and a slightly different way of delivering the message of “finding your confidence”.“Stand Tall”/我就这一套 introduces an ‘invisible man’ character as a clever move to get closer to consumers.
這支廣告的中文版和針對亞太區的英文版的主題是一樣的，並且都在相同地點拍攝，但是主角不同，傳遞“找到自信”的方式也稍稍不同。#我就這一套#介紹了一個「透明人」的角色，這是一個拉近與消費者距離的聰明之舉。
W為Lee設計的多個版本slogan
In the TVC, the "invisible man" is a misfit, but for the consumer the "invisible man" is our own growth process. “At some point everyone has had an experience of being ignored, and also an experience of being seen - through their efforts to find confidence” shares W’s owner Li San Shui.
在TVC裏，這個「透明人」與其他人格格不入，但是對於消費者來說，他代表的是每個人成長的過程。W的創始人李三水說道：“每個人都被忽視過，但也被人看到過——通過他們的努力去找到自信。”
（向上滑动查看完整视频文案）
The ad uses Lee outfits as a secret weapon to finding confidence and becoming visible. But while the English version shows the main protagonist as “Mr.Popular” who helps the “invisible men”, the Chinese TVC features a popular actor Eddie Peng saying he’s just an ordinary person. Instead of shining in the spotlight, the actor disappears into the clothes, and the invisible kid in the class picture, or the guy playing the guitar at basketball court don’t seem like separate characters, but at first are perceived as part of his experience.
這支廣告將Lee的衣服作为找到自信和被人看見的秘密武器。在英文版裏的主角叫“Mr.Popular”，他曾經幫助過「透明人」。而中文版由受大眾歡迎的演員彭於晏主演，他說他只是個普通人，片中的他沒有在聚光燈下閃耀，他的身體在衣服裏消失了，全班合照裏隱形的小孩，或在籃球場上彈吉他的男生——這些都不像是其他的角色，在一開始被認為都是他的經歷。
This narrative shift perhaps shows the audience a more relatable story of confidence. “Hey, can you see me? No. You should see yourself first, reveal your talents to the world” says Eddie Peng in the end, after saving the invisible men from the fate of being ignored with a piece of Lee clothing. It’s not the same as “Hey, can you see me? I can see myself. This is who I am and I stand tall”, is it?
或許敘述上的變化，可以給觀眾展現一個更貼近自己的關於自信的故事。在片尾時，用Lee的牛仔服將「透明人」從被忽視的命運中解救出來後，彭於晏說：“嗨，你看得到我嗎？不。你應該先看到自己，為你隱形的天賦，先穿上这套牛仔服。”
這些（中文版的）旁白與（英文版的）“嗨，你能看見我嗎？我能看見我自己。這就是我，昂首挺立。”不同，對吧？
According to Li San Shui, the biggest challenge during the shooting was the 15-hour time difference between the team in China and Vancouver. Considering that this is not a one-off collaboration, but a sustainable cooperation model, effectively navigating cross-cultural communication and time differences is something Wild Dogs will have to get used to. Aside from the TVC, which in Weibo alone generated 11.2 million views already, as lead agency W was also responsible for Asia-Pacific region core strategy development, Lee Leesures and Cooling series KV.
據李三水說，這次拍攝中最大的挑戰是中加之間15小時的時差。考慮到是長期合作模式，而不只是合作一次，設法高效進行跨文化交流和克服時差是野狗們將必須去習慣的事情。除了這支TVC在微博上已有1120萬的觀看量，作為lead agency（主導代理商）的W也負責Lee在亞太地區的核心戰略發展、Lee Leesures和Cooling系列的 KV。
Lee 101+系列KV（中國區）
Lee Leesures和Cooling系列KV（中國區）
Lee 101+系列KV（亞太區）
*图片來源Lee官方微博
*图片來源Lee官方微博
Co-founded by W and renowned Chinese-born director and producer Hammer, Wild Dog Knights emerged with the hefty goal of defining a new brand service model, injecting fresh elements into advertising, and bringing the ultimate driving force to the industry. W’s Vancouver arm has close ties with film and TV production companies around the world, including Canada’s largest production companies MOP, Untitled, and Bigpictures.
Wild Dog Knights（W野狗骑士团）由W和出生於中國的知名導演制作人Hammer共同創立，它懷著新的定義品牌服務模式的重大目標而成立，為廣告加入新元素，將最終驅動力帶到行業中。W溫哥華分部與世界各地的影視制作公司都有緊密的聯系，包括加拿大最大的制作公司MOP、Untitled和Bigpictures。
Wild Dogs team first day in Vancouver
野狗团队在温哥华的第一天
But W’s global expansion plans don’t stop at Vancouver: recently they set up a joint venture branch in Singapore as well. 「W.AI」is future vision-focused company, dedicated to brand big data operation and AI business program development. As for Wild Dog Knights, rumor has it that another case of cross-border creativity is coming in June. Stay tuned!
但是W的全球擴張計劃並不止於溫哥華：最近他們在新加坡也設立了一個合資公司：W.AI，這是一家著眼於未來的公司，致力於品牌大數據運營和AI商用程序開發。有傳言說，“Wild Dog Knights”/W野狗骑士团 在六月還有另一個跨境創意的case。請大家繼續關註！
——本文轉載自@SHPPLUS