注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Valentine's Gay

基本信息
行业: 个人饰品
媒体:推广与活动
投放:巴西
风格: Minimalism
说明cnen
Strategy
The campaign started about 2 weeks before Brazilian Valentine’s Day. It ended about 4 weeks later.They were targeting a huge range of people in Brazil. All women and men over 20 years old were considered target to that campaign.After impacting the target with the TV spot, they used O Boticário’s social platforms to dialogue with the audience and revert a scenario that was very negative for the brand at the beginning of the campaign.
Relevancy
This idea is about dialoguing.“Valentine’s Gay” made the whole Brazilian society talk about tolerance. And O Boticário was always in the center of any conversation, since the brand put its reputation at the service of the LGBT cause.
Synopsis
O Boticário is the largest beauty-product brand in Brazil. Though it also has products for men, O Boticário traditionally advertises more heavily towards women. But on Valentine’s Day this year, the brand decided to do something different. They created a campaign for everyone, men and women, of all sexual orientations. This attitude from the brand might have gone unnoticed, if it hadn’t been the first time in Brazilian history that an advertiser put out a commercial featuring gay couples on prime-time basic cable. Yes, the brand’s objective was indeed to stake out a stance and ruffle feathers, even knowing the risks inherent in such a move.
Campaign Description
The creative idea was very simple: to be the first brand in Brazil to support the LGBT cause on prime time TV.
Outcome
O Boticário was the most remembered brand after the Valentine’s Day period, for the first time in its history.US$ 30 million in “earned media.”13% increase in sales.The hashtag #vaiterboticariosim was trending topics in Brazil. The campaign was turned into an internet meme (to check this out, just google “Raio Boticarizador”
Execution
They started out with a 30-second prime-time spot on basic cable in Brazil. The first reaction from the audience was what we expected: massive rejection from conservatives. The film received a barrage of “dislikes” on YouTube, as well as thousands of critiques on social networks. Moreover, became the focus of a boycott promoted by religious leaders. But O Boticário was prepared to withstand the attack, and maintained a posture of trying to dialogue with all the negative comments left on the company’s social media profiles. Two weeks after the campaign went live, we created the hashtag #vaiterboticariosim (#SayYesToBoticario), which started to be used by people defending the brand and the cause of tolerance.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
客户主管:
客户企划:
导演:
其他职位:Communications Director: Cristiane Irigon
Production Company: Paranoid BR
VP Negocios e Franquia: Andre Faber
Accounts Vice President: Camilla Massari
Marketing Director: Alexandre Bouza
奖项
戛纳国际创意节 2016
入围 公关活动
Corporate Communication & Reputation Management
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

最新更新
加载中...
赞助商