Challenge：
中國消費者對燕麥奶品類認知不足，大部分消費者只知道牛奶是營養健康的。來自燕麥的植物奶由于不含脂肪、膽固醇是現代健康生活的更好選擇。燕麥奶不是牛產的，但是更健康。
In China, consumer perception of oat milk products is far from enough. According to knowledge of most consumers, only milk is nutritional and healthy. The vegetable milk, extracted from oat and free of fat and cholesterol, comes as a better choice for those who highly value a healthy modern way of life. Though not produced by cows, yet oat milk is much better to health.
Idea：
沒有牛的奶
Solution：
中國漢語詞匯“牛奶”，牛和奶是連接在一起的，有牛才有奶。但是現在不一樣了，沒有牛也可以有奶，那就是來自燕麥的奶。我們將消費者所熟知的農場擠奶畫面中的牛進行了置換。奶農不再是給牛擠奶，而是給碩大的燕麥擠奶。打破消費者認知常識，制造戲劇沖突，讓消費者清晰獲取燕麥也有奶的信息，那就是圣悠活燕麥奶。
The Chinese word “ Niu Nai” (the milk of cows) shows a strong connection between cow and milk, indicating there won’t be milk without cows. Nowadays, however, things are changing and milk can also be produced by oats. In the advertising poster, we have replaced the usual scene where cows are being milked with the scene where the large and beautiful oats are being milked by farmers. The purpose of the dramatic advertising design is to convert the stereotyped perceptions of consumers and convince them also milk can be produced by oats. It is St Hubert Oat Milk.
Results:
廣告自投放以來產生了8000000+媒體觸達，在社交媒體平臺引發4500+次評論和轉發，不僅增強了消費者對于燕麥奶品類的認知度，更加增強圣悠活品牌好感度，創意的呈現形式得到了消費者的認可和喜愛，為品牌拉新帶來了積極的作用，品牌知名度提高40%。
Since being released, the advertising poster has been viewed by more than 8,000,000 person times, and commented and reposted by over 4,500 times via different social media platforms. Not only has this made oat milk products more popular among consumers, but gained greater recognition of consumers to St Hubert brand. The creative presentation is well received by consumers, playing a significant role in promoting the brand. It has seen a rise by 40% in brand recognition.
8000000+媒體觸達
Viewed by over 8,000,000 person times
4500+社交媒體評論轉發
Commented and reposted by more than 4,500 times
40%品牌知名度提高
A rise by 40% in brand recognition
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Jaguar D-Type Longnose 1954
Shelby Cobra 1967
前言：因為大部分朋友沒有學習過素描，也沒有詳細觀察事物的習慣。所以我們在畫之前要說明一下金屬繪畫的重點，金屬的特點是明暗差別大，高光是體現質感的重要部分，另外反光也會比較的亮。如果研究過日本圣斗士盔甲插圖的人，應該會有更多的感受和竅門。最后球形的明暗特點也是大家在畫畫之前需要觀察的。
完成圖
第一步：畫出底色
選擇圓形工具，按住shift 鍵，在畫面中，畫一個正圓形，然后選擇填充工具，在屬性面板上，把填充方式改為 radial，并且編輯填充樣式如圖，這個填充樣式包括四個控制顏色點，詳細的制作你的填充樣式，是你仿真成功的要點。我這個樣式的主要功能是打出底色，并且把小球的反光也鋪出來。
第二步，增加暗部
復制一個圓，利用路徑編輯工具，還有路徑的組合、打孔、交集，剪除等命令，制作一個如下的形狀，并給予如圖所示的填充，并且放到所示位置。這一步的要點是，熟練的使用路徑工具和命令，得到自己想要的形狀，并給予合適的填充。注意feather的參數，還有透明度的選擇。關于路徑工具的使用，參考趙鵬大作Photoshop路徑終極教程
疊加第二層暗部
第三步，增加高光部分
和暗部的處理一樣，只是這次我們的形狀不那么麻煩，畫橢圓就行了，注意的要點，仍然是高光的 feather。疊加的層數越多，你的東西就會越細膩，但要注意你所表現的東西主題，有時太細，就會失去質量和力度，行業術語就是油了。另外，還有一句話，我覺得也是很精辟的，“高光決定質感”，大家仔細觀察高光的形狀、過渡。
疊加高光
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