Eboy is Steffen Sauerteig, Svend Smital and Kai Vermehr. We create re-usable pixel objects and take them to build complex and extensible artwork. And we make toys.
Eboy是由4位德国的设计师Steffen Sauerteig、Kai Vermehr、Svend Smital、Peter Stemmler在1998年所结成的团体，他们擅长将数字影像最基本的元素— “pixel” （像素） 构成作品，eBoy的创作领域遍集平面、字体、游戏与网站，奇妙精彩又充满想象的图像风格使他们深受欢迎。eBoy在他们的网站上建造了一个虚拟的城市— “eCity” ，它是个奇异的幻想世界，城市里的建筑、交通工具、人物以及全部的东西都是由一个个pixel所构成的，看似生硬的pixel小方块到了eBoy手里，转化成了一件件极富视觉张力与戏剧性的画面，刻意笨拙的透视手法也透露出eBoy对计算机绘图科技的反讽。

像素作品说白了就是在一张充满方格的纸上填充色彩,灵感来源与电子产品的LCD现实屏,因为大多数显示屏的像素都非常高,所以看不太出来然后将像素缩小,显现原本的几单位像素,反而更具艺术效果,之前很喜欢,像素的小图,今天居然看到这么庞大的作品,不禁叹为观止.

所谓像素艺术（Pixel Art），并不是指同矢量图形相对应的位图图像，像素图也属于位图图像，但它强调的是一种图标风格的图像，具有清晰的轮廓、明快的色彩，善于表现卡通形式的内容。使用像素构图最大的优点就是能够在极为有限的显示空间里展现出许多细节，因为最受注目的还是这些细节。像素艺术最近越来越火，相信更多的像素画鞋款将陆续出现。（贝瑞）

Challenge:
Mengniu is one of the biggest dairy products corporations in China. In 2009 the corporation sets a new product: fruit& vegetable yoghourt. The most special character of this product is that milk, fruit, and vegetable are all confected into the yoghourt which is not only tasting like fruit, but containing a lot of nutrition coming from milk and vegetable. How to let more and more youngsters accept the yoghourt in the fiercely competitive market of China?

Strategy:
Communicate to China’s youngsters with their own language and attitude. Youngsters in 20s have plenty interests. They do not focus themselves in one thing and even have more than one status. Their dressing style is mix & match. They eat Chinese food and love western food also. They like comic dialogue and listen to the R&B. They use ipod while playing PSP. They change folk to rock, make characters to doodles. Those are their diversity of lives which would catch up every interesting thing except dullness. The attitude is just like the new product of Mengniu wants to show. Mix milk, fruit, and vegetable. Every good thing is what they want. Use pictorial method, show the mix& match attitude of youngsters, and arouse their feedback.

Results:
After a series communication campaigns, the yoghourt’s sales volume quickly increases to 385%. In only half a year, its sales volume is near 800milian RMB/month.

Credits:
Client: Meng Niu Dairy
Advertising Agency: LeoBurnett/w&k Beijing China
Creative Directors: Charlie Chen, Chris yan
Art Directors: Chris yan, Lillian Mao
Copywriter: Sky Han
Illustrator: Lillian Mao
Published: January 2009