16-1 Creative Brief 创意简报

During the process of briefign the creative people,we told
them,"Let's forget that we are making advertisements for
packaged drinks.Let's pretend that our client is actually
a cafe-that we are making advertisements for a French cafe!"
“让我们忘记自己是在为包装饮料做广告，假想是在为一家远在法
国的咖啡馆做广告！”

16-2 Creative Brief 创意简报

We collected a lot of reference informaton from France,
including pictures and even menus of French cafes.
我们从法国收集来许多咖啡馆的资料，包括图片甚至菜单。

16-3 Creative Brief 创意简报

He Left Bank Cafe Sells More Than Just Coffee 不仅是卖咖啡
If our brand was to be a cafe,then there was no reason for
it to be limited to only selling coffee.The bran coul be
extened to include all the itens on a cage menu.
如果我们的品牌是咖啡馆，那么它不就仅卖咖啡。它可以延伸到
咖啡馆餐单上的所有东西。

16-4 Creative Brief 创意简报

The Left Bank Cafe Sells More Than Just Coffee
不仅是卖咖啡
So now when you look in the refrigerators at 7-Eleven,you
will also find The au lait,as Blancmange and other French-
style desserts,all under the Left BankCafe umbrella brand.
所以，现在你从7-11便利店的冷藏柜里，还能找到左岸咖啡牌子的
奶茶、牛奶冻和其它法式甜品。

16-5 Creative Brief 创意简报

The Left Bank Cafe Sells More Than Just Coffee
不仅是卖咖啡
We are currently evaluating the possibilities for French-
style cakes,and in the future we hope to have special refr-
igerators in stores, exclusively for Left Bank Cafe prodducts.
我们现在考虑法式蛋糕的可能性，希望将来在商店里有左岸咖啡馆
产品专用冷藏柜。

17-1 The Role of Advertising 广告的角色

The advertising encourages consumers to build a picture
in their minds of their favorite French cafe-an ideal cafe,
a cafe with a long history and a strong cultural,artstic
atmosphere.
广告要促使消费者在脑海里建造一个自己最喜爱的法国咖啡馆-一个
理想的咖啡馆，一个历史悠久、文化艺术气氛浓厚的咖啡馆。

17-2 The Role of Advertising 广告的角色

The Relationship With the Brand
品牌写真
Left Band Cafe will have? the power to stimulate a real and
strong response in the imagination of consumers.
左岸咖啡馆有能力刺激消费者在他们的想象里产生一种真实、强烈
的反应。

17-3 The Role of Advertising 广告的角色

Left Bank Cafe will have a relationship with the consumer
like that of a favorite book,such as a travle memoir,or a
small volume of poetry,which is always kept on a nearby
bookshelf,so that it can be taken down to be enjoyed in
peaceful moments alone.In th same way,Left Band Cafe is
always ready to bring you refreshment whenever you need it.
左岸咖啡馆和消费者的关系就象一本喜爱的书， 一册旅游摘记，
放在整洁的书架上一篇短短的诗，在你想享受一片独处空间时，
它随手可得，带你到想去的地方。

18-1 The Relationship With the Brand 品牌写真

The insight is :
You are here in Taiwan.Sometimes you think about going to
Eurrope for a romantic vacation,but in this busy and prac-
tical world,all you can do is take a mental trip to Europe-
by going window shopping at a European-style furniture
store or dining in a French resraurant.
好比你身在台湾，偶尔想到欧洲度个浪温之旅，但在这忙碌现实的
世界，你只能逛逛欧式家具店，到法国餐厅用餐，度一个想象之旅。

18-2 The Relationship With the Brand 品牌写真

Left Bank Cafe makes the mental trip easier-simply satisfy
-ing your spiritual desires,any time,any place,and private-ly.
而左岸咖啡馆使这想象之旅更轻松-简单地满足你随时可能冒出的
一点精神欲望，孤独享受。

19-1 Building the French Cafe(Cont'd) 品牌塑造

The TVC is based on the girl's notes and jottings about
her travels.
The print ads are a series of short stories about things
that have happened in the cafe.
The radio ads are like poetic vignettes from the cafe, and
were broadcast late at night.
电视广告是一个女孩的旅行摘记。平面广告是一系列发生在咖啡馆
的短篇故事。电台则在深夜播放着诗般的咖啡馆的故事。

19-2 Building the French Cafe 品牌塑造

In order to make people believe in the existence of the
cafe,there was also a series of supporting events,intended
to make the fantasy become a reality.
为使消费者相信咖啡馆的存在，计划了一连串节目让幻想变成现实。

19-3 Building the French Cafe 品牌塑造

During an exhibition of photographs of French cafes at Tai
wan's most deluxe bookstore,an open-air"Left Bank Cafe"was
set up outside.A 15-minute program entitled"Left Band Cafe
Tour,"introducing 20 cafes on the left bank of the Seine,
was produced for cable TV.
在法国咖啡馆摄影展期间，台湾最豪华的书店外布置着左岸咖啡馆。
还制作了15分钟题为“左岸咖啡馆之旅”的有线电视节目，介绍塞
纳河左岸20家咖啡馆。

19-4 Building the French Cafe 品牌塑造

Around the time of the French national day,the left Bank
Cafe brand was one of the sponsors of a celebration dinner
and a French film festival organized by the French Institu
te in Tainwan.The sponsors included actual French brands
suchas Renault,Peugeot,Chanel,Christian Dior,a number of
different wine-makers,and one brand you would never find
in France itself-Left Bank Cafe!
法国国庆期间，左岸咖啡馆是庆宴和法国电影节赞助商之一。雷诺、
标致、香奈尔、Christian Dior 等法国品牌也在赞助商之列。