大千世界:全球八大骇人听闻的非正规广告
Billboards and display advertising have become so much a feature of our daily lives, it's easy to ignore them amid the general clutter.
广告牌和户外广告早已成了我们日常生活中的一部分，有时候还真容易把瞄准芸芸大众的他们忽略掉。
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.
这就是为什么越来越多的吸引眼球的技巧在世界的推广活动中流行开来，而所有这些都可以被冠以“非正规广告”的头衔。这些非传统的花招力求与人互动、启迪心智，或是搞怪到底——只要引人注目，只要能让你记住这个在推销的牌子或产品，它什么都豁出去了。
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:
以下独家猛料摘自嘉文·卢卡斯的新书《非正规广告II》（Laurence King出版社，40美元），在此你将见识全球范围内一些最狂野的营销活动：
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.
为了支持手机公司 T-Mobile的广告语“生活就是为分享”，他们的广告代理公司盛世长城在伦敦的利物浦车站组织了一场游击快闪。成堆的舞者假装成一般的乘客突然参与到舞池的节奏与旋律中去。而这，合着如假包换的通勤客的反应，被制作成了一则相当流行的电视广告。
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.
为了帮助迪斯尼和皮克斯的动画电影《飞屋环游记》，也因为在电影中一个退休的气球推销员把成千上万的气球系在他的屋子上从而开始了一段空中冒险，英国本土的Beatwax广告公司想了一个主意让一个热气球看上去和电影里的屋子一模一样。在英国、法国、德国和意大利都用此法宣传该电影。
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年到慕尼黑来参加FIFA世界杯的首场比赛，那么你很有可能看见这个巨型装置，这个装置展示了213英尺长的庞大的奥利弗·卡恩（德国国家队的守门员）横跨高速公路。这是阿迪达斯在当年的全称比赛中在德国做的唯一一个广告。这个是由柏林TBWA广告公司代理的。
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.
这个巨型是自动售卖机——用真正的巨型的纸巾做的——出现在瑞典的斯德哥尔摩。这是由斯德哥尔摩的DDB广告公司为宣传麦当劳“大而多汁的汉堡包”创作的。
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！这个由Serviceplan广告公司玩的非常规把戏把一个真的女人装进了一个透明的行李箱里，然后放在了两个德国机场行李认领处的旋转带上。这个行李箱有两条黄色的封条，一个上面清晰地写着国际赦免活动，而另一个则是抗议活人拐卖。
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."
在北京宋庄美术馆的参观游客会看到一个奇怪的艺术品，在宽阔的广场中由一个圆形的区域组成，中间有一本书，四周插满了玻璃碎片。一个小牌子解释说：“因为成百万的孩子们，教育难以触及
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.
这个广告是由北京的奥美公司为 Illiterit而创作的。 Illiterit公司是一个致力于关注民工子弟的状况的组织。
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.
由南非开普敦的创意咨询公司动物农场设计的“箱子粉”是一个54英尺高，25吨重的用2500个可口可乐装货箱做成的“大胖子”。“箱子粉”在2010年南非世界杯比赛中分别出现在纽敦的玛丽·菲茨杰拉尔德广场，约翰内斯堡中心和开普敦的V&A 码头。
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.
这个巨大的79英尺的装置是一个由50辆轿车做成的巴士，它坐落于连接斯德哥尔摩和其阿兰达机场的高架公路主干道上。
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.
这个由“粉刺广告公司”想出来的主意，目的是说服来往机场的游客们使用机场短驳车服务而不要用轿车旅行。
After all, which is better: 50 passengers on a bus, or 50 cars on the road?
毕竟，那个更好呢：在一辆公车上载50名乘客，还是在一条公路开50辆轿车？
