2013年元旦开播 CCTV综合频道改版系列

创意制作：Brand Energies 公司

Introducing CCTV1’s Mr C mascot

As part of Brand Energies’ total rebrand package for CCTV1 our agency has created a new mascot for the channel’s Entertainment offering… a red shiny ball character affectionately nick-named by CCTV1 as Mr C.

Brand Energies founder and creative director Sandy MacMillan explains: “We wanted our branding to balance CCTV1’s pre-eminent reputation for News with its growing strength in Entertainment programming. So our Hero ID of authoritative glass energy arcs is complimented by a very fun and human-like ball character that people of all ages can identify with. Mr C is an adorable, rather cheeky little chap. This is an exciting new attitude and approach from CCTV1.  In his introductory ID we wanted to place Mr C literally in the spotlight for viewers so we can watch him closely as he reacts to his own celebratory confetti event. Viewers will see that he doesn’t take himself too seriously and that he is a little accident-prone. It isn’t easy being a ball! We hope that further IDs will show him in different scenarios tailored to different times of the year and different Entertainment programme genres. We are already in mid-production on a Chinese New Year Mr C ID.”

Music has been composed by David Lowe.

Creative agency: Brand Energies

Client: CCTV1CCTV1 的首个“吉祥物”——C先生

做为2013年中央电视台综合频道整体改版包装工作之一，Brand Energies为综合频道设计制作了首个“吉祥物”，体现综艺类节目的题材。这正是最近频频出现在观众视野中的闪亮亮的红色小圆球，而这“天然萌”的小圆球也被频道工作人员风趣地称为“C先生”。

Brand Energies创始人、创意总监Sandy MacMillan先生负责本次频道改版的创意制作工作。谈到“C先生”，他介绍到，“我们希望为频道做的整体包装改版可以让观众对频道有全新的认识与了解，平衡传统意义上主要作为新闻播放平台的需要，呼应了频道主打综艺娱乐节目的需要 。如果说频道主ID的玻璃能量弧具有权威感，那么有趣的球形造型的“C先生”则是大走亲民路线。“C先生”是个活泼可爱的，甚至有点冒冒失失的小家伙。这是综合频道向大众传达的一个全新态度。在“C先生首演ID”中，我们将C先生仅仅放置在聚光灯下，观众能近距离的观看“C先生”与节日欢庆彩纸间的互动等等。“C先生”不拘小节，还挺容易闯点儿小祸。做“球”也不容易啊！在接下来的系列ID中，我们会设置不同的故事情节，让“C先生”活动在不同的节日场景或不同的娱乐节目中。现在，Brand Energies正加紧制作新春主题ID。”

创意机构：Brand Energies

作曲：David Lowe

客户：中国中央电视台综合频道

声明：以上内容经[Brand Energies]刊登，未经许可，请勿转载！