年轻的态度
Play hard

 

Play HardPlay是年轻的态度

Play Hard: Play is the attitude of youth

Lentmon是针对18-25岁年轻女性的时尚眼睛品牌,这是一群渴望拥有时尚生活但目前购买力稍有不足的大学生群体,她们多半刚开始追逐时尚,懂得超前消费,独立、率性、自我,时尚对其而言很大程度是满足自己的心理需要——“装逼”或“扮酷”,即Play Hard。Play能赋予品牌独有的个性:什么都是玩,什么都可以无所谓;Hard既表明“玩”的程度,又表明玩的内容 “艰辛”;英文本身就是个流行口语,以“玩酷”的口吻表达不在乎的心态,同时也是年轻人在工作、时尚与休闲三种生活方式里的一种新行动主义。基由这个广告,我们也将Play Hard作为我们道度做创意的态度:万事皆难,我行我酷。

Lentmon is a chic glasses brand targeted at young women aged 18 to 25. They are university students who want chic lifestyles but have less purchasing power. They have an attitude and like to play it cool, that is to say, Play Hard. Play bestows our brand with a unique character, the edgy tone that expresses their carefree attitude, which is also a new activismyoungsters share in work, fashion and leisure. Based on the advertisement, we’ve set Play Hard as our Alar’sattitude when working with creativity: Everything is difficult, so just be yourself and make yourself cool.