Challenge：

中国消费者对燕麦奶品类认知不足，大部分消费者只知道牛奶是营养健康的。来自燕麦的植物奶由于不含脂肪、胆固醇是现代健康生活的更好选择。燕麦奶不是牛产的，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：

没有牛的奶

Solution：

中国汉语词汇“牛奶”，牛和奶是连接在一起的，有牛才有奶。但是现在不一样了，没有牛也可以有奶，那就是来自燕麦的奶。我们将消费者所熟知的农场挤奶画面中的牛进行了置换。奶农不再是给牛挤奶，而是给硕大的燕麦挤奶。打破消费者认知常识，制造戏剧冲突，让消费者清晰获取燕麦也有奶的信息，那就是圣悠活燕麦奶。

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:

广告自投放以来产生了8000000+媒体触达，在社交媒体平台引发4500+次评论和转发，不仅增强了消费者对于燕麦奶品类的认知度，更加增强圣悠活品牌好感度，创意的呈现形式得到了消费者的认可和喜爱，为品牌拉新带来了积极的作用，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+媒体触达

Viewed by over 8,000,000 person times

4500+社交媒体评论转发

Commented and reposted by more than 4,500 times

40%品牌知名度提高

A rise by 40% in brand recognition

Jaguar D-Type Longnose 1954

Shelby Cobra 1967

　　前言：因为大部分朋友没有学习过素描，也没有详细观察事物的习惯。所以我们在画之前要说明一下金属绘画的重点，金属的特点是明暗差别大，高光是体现质感的重要部分，另外反光也会比较的亮。如果研究过日本圣斗士盔甲插图的人，应该会有更多的感受和窍门。最后球形的明暗特点也是大家在画画之前需要观察的。

完成图

　　第一步：画出底色

　　选择圆形工具，按住shift 键，在画面中，画一个正圆形，然后选择填充工具，在属性面板上，把填充方式改为 radial，并且编辑填充样式如图，这个填充样式包括四个控制颜色点，详细的制作你的填充样式，是你仿真成功的要点。我这个样式的主要功能是打出底色，并且把小球的反光也铺出来。

　　第二步，增加暗部

　　复制一个圆，利用路径编辑工具，还有路径的组合、打孔、交集，剪除等命令，制作一个如下的形状，并给予如图所示的填充，并且放到所示位置。这一步的要点是，熟练的使用路径工具和命令，得到自己想要的形状，并给予合适的填充。注意feather的参数，还有透明度的选择。关于路径工具的使用，参考赵鹏大作Photoshop路径终极教程

　　叠加第二层暗部

　　第三步，增加高光部分

　　和暗部的处理一样，只是这次我们的形状不那么麻烦，画椭圆就行了，注意的要点，仍然是高光的 feather。叠加的层数越多，你的东西就会越细腻，但要注意你所表现的东西主题，有时太细，就会失去质量和力度，行业术语就是油了。另外，还有一句话，我觉得也是很精辟的，“高光决定质感”，大家仔细观察高光的形状、过渡。

　　叠加高光