大千世界:全球八大駭人聽聞的非正規廣告
Billboards and display advertising have become so much a feature of our daily lives, it's easy to ignore them amid the general clutter.
廣告牌和戶外廣告早已成了我們日常生活中的一部分，有時候還真容易把瞄準芸芸大衆的他們忽略掉。
Which is why more attention-grabbing techniques have caught on in the promotion world, all of which can be covered with the term "guerilla advertising." These unconventional stunts aim to be interactive, thought-provoking, or downright weird - whatever it takes to get your attention and make you remember the brand or product it's promoting.
這就是爲什麼越來越多的吸引眼球的技巧在世界的推廣活動中流行開來，而所有這些都可以被冠以“非正規廣告”的頭銜。這些非傳統的花招力求與人互動、啓迪心智，或是搞怪到底——只要引人注目，只要能讓你記住這個在推銷的牌子或產品，它什麼都豁出去了。
In an exclusive excerpt from Gavin Lucas' new book, "Guerilla Advertising 2" (Laurence King, $40), here are some of the wildest recent marketing campaigns from around the world:
以下獨家猛料摘自嘉文·盧卡斯的新書《非正規廣告II》（Laurence King出版社，40美元），在此你將見識全球範圍內一些最狂野的營銷活動：
Supporting cellphone company T-Mobile's slogan, "Life's for Sharing," their ad agency Saatchi & Saatchi organized a guerilla flash mob in London's Liverpool Street Station. Dozens of dancers disguised as typical passengers broke out into a medley of dance floor beats. This, along with the reactions from the genuine commuters, were turned into a popular TV commercial.
爲了支持手機公司 T-Mobile的廣告語“生活就是爲分享”，他們的廣告代理公司盛世長城在倫敦的利物浦車站組織了一場遊擊快閃。成堆的舞者假裝成一般的乘客突然參與到舞池的節奏與旋律中去。而這，合着如假包換的通勤客的反應，被製作成了一則相當流行的電視廣告。
To help promote Disney Pixar's animated film, "Up," in which a retired balloon salesman sets off on an aerial adventure when he tethers thousands of balloons to his house, UK-based agency Beatwax, came up with the idea for a hot air balloon that would look just like the house from the film. It promoted the film in the UK, France, Germany and Italy.
爲了幫助迪斯尼和皮克斯的動畫電影《飛屋環遊記》，也因爲在電影中一個退休的氣球推銷員把成千上萬的氣球系在他的屋子上從而開始了一段空中冒險，英國本土的Beatwax廣告公司想了一個主意讓一個熱氣球看上去和電影裏的屋子一模一樣。在英國、法國、德國和意大利都用此法宣傳該電影。
If you travelled to Munich for the first game of the FIFA World Cup in 2006, chances are you saw this huge installation, which shows an enormous 213-foot Oliver Kahn (the German national team goalkeeper at the team) diving across the highway. It was the only piece of advertising that adidas conducted in Germany throughout the tournament. It was created by TBWABerlin.
如果你在2006年到慕尼黑來參加FIFA世界盃的首場比賽，那麼你很有可能看見這個巨型裝置，這個裝置展示了213英尺長的龐大的奧利弗·卡恩（德國國家隊的守門員）橫跨高速公路。這是阿迪達斯在當年的全稱比賽中在德國做的唯一一個廣告。這個是由柏林TBWA廣告公司代理的。
This giant dispenser - complete with real enormous napkins - appeared in Stockholm, Sweden. It was created by DDB, Stockholm to advertise McDonald's Big 'n' Juicy Burger.
這個巨型是自動售賣機——用真正的巨型的紙巾做的——出現在瑞典的斯德哥爾摩。這是由斯德哥爾摩的DDB廣告公司爲宣傳麥當勞“大而多汁的漢堡包”創作的。
Amazingly, this guerilla stunt by Serviceplan saw a real woman placed inside a transparent suitcase that was put onto busy luggage-claim carousels in two German airports. The luggage had two yellow stickers, one that clearly identified it as an Amnesty International campaign, and another that protested against human trafficking.
神奇啊！這個由Serviceplan廣告公司玩的非常規把戲把一個真的女人裝進了一個透明的行李箱裏，然後放在了兩個德國機場行李認領處的旋轉帶上。這個行李箱有兩條黃色的封條，一個上面清晰地寫着國際赦免活動，而另一個則是抗議活人拐賣。
Visitors at the Song Zhuang Art Gallery in Bejing were faced with a strange-looking artwork consisting of a circular area on the concourse, with a book in the center, surrounded by hundreds of shards of glass. A small plaque explains: "For millions of kids, education is out of reach."
在北京宋莊美術館的參觀遊客會看到一個奇怪的藝術品，在寬闊的廣場中由一個圓形的區域組成，中間有一本書，四周插滿了玻璃碎片。一個小牌子解釋說：“因爲成百萬的孩子們，教育難以觸及
This advertisement by Ogilvy, Beijing was for Illiterit, an organization dedicated to highlighting the plight of millions of children who relocate with their migrant worker parents to China's big cities.
這個廣告是由北京的奧美公司爲 Illiterit而創作的。 Illiterit公司是一個致力於關注民工子弟的狀況的組織。
Designed by Cape Town-based creative consultancy Animal Farm, Cratefan was a 54-foot tall, 25-ton "fan man" made using 2,500 Coca Cola bottle crates. Cratefan appeared in Mary Fitzgerald Square in Newtown, Johannesburg Central and also at the V&A Waterfront in Cape Town during the 2010 World Cup in South Africa.
由南非開普敦的創意諮詢公司動物農場設計的“箱子粉”是一個54英尺高，25噸重的用2500個可口可樂裝貨箱做成的“大胖子”。“箱子粉”在2010年南非世界盃比賽中分別出現在紐敦的瑪麗·菲茨傑拉爾德廣場，約翰內斯堡中心和開普敦的V&A 碼頭。
This enormous 79-foot installation is a bus made out of 50 cars was located next to the major highway connecting Stockholm and its main airport, Arlanda.
這個巨大的79英尺的裝置是一個由50輛轎車做成的巴士，它坐落於連接斯德哥爾摩和其阿蘭達機場的高架公路主幹道上。
The idea, created by Acne Advertising, was to persuade travelers to and from the airport to use the airport coach service rather than make the journey by car.
這個由“粉刺廣告公司”想出來的主意，目的是說服來往機場的遊客們使用機場短駁車服務而不要用轎車旅行。
After all, which is better: 50 passengers on a bus, or 50 cars on the road?
畢竟，那個更好呢：在一輛公車上載50名乘客，還是在一條公路開50輛轎車？
