Lead: Since paladin became famous in World War I, the "Red Chariot" has become the symbol of China. Later, during the three-year campaign in Dakar, Yu Zhiping strengthened paladin's visual design language, and extended it to Ruiqi and pickup truck, which evolved into a symbolic origin and was deeply embedded in people's minds. Today, the popularity of SUV is largely related to the advent of this car. Yu Zhiping said that the reason is news, sociality and event, which has a high degree, depth and breadth in communication. Such out-of-bounds and out-of-bounds, even today, are hard to meet again.
writing | Yan Guangming, editing | He?
This year marks the 2th anniversary of paladin's listing. I remembered Yu Zhiping. Because he is the director of visual design in paladin. Looking at the public relations communication and marketing of SUV in the past 2 years, by comparison, it has not surpassed paladin's influence and social attention. Even today, paladin's visual communication design is still not out of date, which has practical reference significance. The slogan "Indulge in the vast world and control the dream of freedom" has become a classic.
△ Yu Zhiping on the left and the author on the right
A few days ago, we met in a teahouse and recalled the past. When we look back, paladin's public relations communication is vivid. It has been 2 years, and it is still so wonderful and has become a much-told story. Look at Yu Zhiping, who is already a well-known creative director in the advertising industry in Shanghai. Seeing his shiny forehead will conjure up the charm of creativity.
△ When paladin came out, it was a fashionable SUV.
Yu Zhiping and I are old friends, and once Jiazi is opened, Yu Zhiping will talk endlessly. He will analyze the car shape, use and function, and then deconstruct it. Just like taking CT, he will soon find the pulse of product highlights and the logic of customer demands, come up with a presentation plan, and turn concepts and ideas into visual language, easy-to-understand interpretation, and tell at a glance.
△ Yu Zhiping is an outstanding representative of Shanghai advertising industry.
This is the ability of advertisers. I read about SUV, an epoch-making symbol origin, from the paladin advertisement designed by him (there was almost no introduction to similar vehicles before). He said that car advertising is an indispensable element of modern life, and advertising creativity is a map that reflects consumer demands. Looking at paladin from today's perspective, it is not only a pioneer in opening up a new category of SUV, but also an advocate of SUV culture.
△ paladin was called the most colorful racing car by the media
In February p>23, Latin was listed in "Commune at the foot of the Great Wall". This is a cultural creation of architecture in the name of design, which is actually a concept played by real estate developers, posing as "upstarts" and speculating themselves. At that time, it was listed as a "cultural event" (the building of Venice Biennale), and the media followed suit and made a fire. Zhengzhou Nissan is keenly aware that this is a fashion culture, which can take advantage of the situation to empower products and try to produce communication effects. Yu Zhiping said that fashion was a popular expression at the beginning of this century, and cars were no exception. When paladin came out, it was a fashionable SUV.
"Commune at the Foot of the Great Wall" The Shuiguan Great Wall, 4 kilometers away from Beijing, belongs to the Ming Dynasty architecture. Surrounded by desolate mountains, the Great Wall is built on the ridge, with extraordinary momentum, and at the foot of the mountain is a dilapidated village. Real estate developers use abandoned mountains to provide the foundation for architectural creative design, which is called "Architect Corridor". It has a lot of connections, and a group of Asian architects are gathered here to engage in architectural creation, with the slogan of "collecting architectural art". Avant-garde ideas, international standards, bullish. In such a scene, paladin's exposure to it (at the foot of the Great Wall) can highlight the artistic conception of "indulging in a vast world", and then, with the Great Wall as the background, he has the momentum of "controlling free dreams", which finds the basis for the realistic demand of SUV for multi-functional sports vehicles and vividly interprets its cultural value.
△ paladin pays great attention to the combination with cultural elements in communication
The inspiration of Yu Zhiping's paladin visual design comes from this. The communication manual, new car advertisement and scene map written by him, including posters, and the details of the site environment layout, are in place accurately and fully. Judging from the grades and specifications, paladin is not inferior to the momentum of luxury cars listed at that time. As far as the release site is concerned, it is calm, stylish and avant-garde, which shocked the media and public relations circles in Beijing, integrated fashion SUV with creative buildings, and provided a sense of experience in application scenarios.
It was at this listing meeting that I paid attention to Yu Zhiping's advertising design. He told me that advertising design should not only be understandable, but also have aesthetic and cultural output, and good design often produces symbolization. For example, the "Chariot" pattern of paladin's international cross-country rally in Dakar is characterized by Beijing Opera facial makeup as the main body and "China Red" as the finishing touch (green embellishment), which is symbolic. Everyone can understand this design expression-"China symbol", which is called the most discriminating racing car by the media, and fans regard paladin racing car as a "magic car". Nowadays, when you talk about Dakar, you think of paladin. The visual design behind it plays an indispensable role.
△ Yu Zhiping believes that advertising design should not only make people understand, but also have aesthetic and cultural losses
Looking at the series of advertisements and ideas designed by Yu Zhiping for paladin, the whole process from "fashion SUV" to "golf on wheels" and then from "spiritual grazing" to "Dakar Games" is like watching a series, which is not only self-contained, clear in logic, but also relaxed. So far, there is no similar system case. For example, a fashion SUV will have an urbanization background; On the golf wheel, there will be leisure scenes; Spiritual grazing will have poetic romance; There will be smoke in Dakar, and so on. There is a book he designed, The Battle of Dakar, which shows Yu Zhiping's talent in book binding and design. I can read it in my hand, which is pleasing to the eye and can't put it down.
paladin's advertising design won many awards and was included in the advertising yearbook. Yu Zhiping said that this is due to the fact that paladin came out earlier, and the outside world knew little about SUVs and car information, which took up a preconceived light. I remember that when Zhengzhou Nissan wanted to push a multi-functional sports car to consult the media, I didn't know much. At that time, similar SUV models were called jeeps or off-road vehicles in China. Manufacturers intend to directly intervene in the private consumer market. This is undoubtedly the first time for a car company that mainly produces pickup trucks. It is not only inexperienced, but also risky. Besides, at that time, the family car had not been fully rolled out, and it was still unfamiliar with automobile consumption (limited purchasing power), so such a model that was still a "special car" in the eyes of the public was not sure (I don't know how to define it in public life and consumption), especially for private people to pay for it, both for consumption reasons and market positioning were insufficient and unclear. How to define (paladin)? The manufacturer suggested that I interview Yu Zhiping, creative director of Dentsu Group Shanghai Dongpai Advertising Company, who is in charge of advertising design and creativity in paladin.
Actually, before that, we had known each other. At that time, he was in charge of the advertising creativity of Dongfeng Nissan, and we had dealt with each other in Guangzhou. Judging from his age and qualifications, Yu Zhiping is an outstanding representative of the advertising industry in Shanghai. In 199, Shanghai advertising company took a fancy to Yu Zhiping when it went to Shanghai University for recruitment, which changed Yu Zhiping's idea of staying as a teacher and made him a senior advertising designer in the future. Today, Yu Zhiping not only ranks among the most influential creative directors in the domestic advertising industry, but also serves as a judge of various advertising selections, and is invited to give lectures to young people from time to time, which has received enthusiastic response. Mentioning these, Yu Zhiping said that this is mainly to catch up with the good times. In his words, following the right master, taking fewer detours, tempering and experience are indispensable.
Yu Zhiping is modest, courteous, gentle in speech, solid in professional skills, and has made great achievements and unique accomplishments in fine arts photography. He said that when he first arrived in Shangguang, he met many big coffee makers in the advertising industry, such as photographers, creative people and market researchers. He was deeply impressed and knowledgeable. At that time, Shangguang, where he worked, was a monopoly advertising company in Shanghai, with a high threshold. Talking about his own growth, he said that besides being lucky, he also has the right time, the right place and the right people. Later, Shangguang cooperated with Ogilvy & Mather, and Yu Zhiping was sent to Singapore to study for a period of time. After returning, he was entrusted with a heavy responsibility and became a rising star in advertising creativity.
△ paladin's advertising design won many awards and was included in the advertising yearbook
Since paladin became famous in World War I in Dakar, the "red chariot" has become a "symbol of China". Later, during the three-year campaign in Dakar, Yu Zhiping strengthened paladin's visual design language, and extended it to Ruiqi and pickup truck, which evolved into a symbolic origin and was deeply embedded in people's minds. Today, the popularity of SUV is largely related to the advent of this car. Yu Zhiping said that the reason is news, sociality and event, which has a high degree, depth and breadth in communication. Such out-of-bounds and out-of-bounds, even today, are hard to meet again.
comments
yes, before paladin, there was no SUV (multi-purpose sports vehicle) in China, which is a blank. As the old saying goes, times make heroes. Paladin is a "personalized" car model that appears in the background that China cars are in the primary stage of consumption and focus on a single market. It broke the solidified "car consumption mode" and intervened in the barrier-free and all-weather travel mode, catering to the driving pleasure and spiritual needs of flying freely. Therefore, the popularity of SUV is not accidental, but at that time.
Today, paladin is a thing of the past, drifting away and beginning to fade out. However, paladin's visual design (advertising creativity) is lingering, and the slogan "Indulge in a vast world and control free dreams" has become the label of an era.
(This article was originally written by Heyan Yueche, and may not be reproduced without authorization)
This article is from Heyan Yueche, the author of Yiche number, and the copyright belongs to the author. Please contact the author for any form of reprinting. The content only represents the author's point of view and has nothing to do with car change.