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UNICEF: Good Shirts

基本信息
行业: 公益与非盈利组织
媒体:推广与活动
投放:美国
风格: Minimalism
说明cnen
Describe the brief from the client
In July 2011, the United States Fund for UNICEF raised a cry for help to send aid to more than 2m children whose lives were at risk from starvation in the Horn of Africa. The crisis suffered from a distinct lack of awareness. With more than 6 children succumbing to starvation every hour, there was virtually no media coverage whatsoever. Our task was thus 2-fold: we desperately needed to raise money from both prior and new UNICEF donors while simultaneously raising awareness of the ongoing crisis.

Creative Execution
Raising awareness of the (all but ignored) crisis was of equal, if not greater, importance to raising money for the crisis itself. To this end, each Good Shirt transformed its donor into a walking billboard for the cause. Beyond that, the T-shirts provided a much-needed incentive to donate. While people are generally altruistic, giving them a badge for being altruistic doesn't hurt. Good Shirts literally let people wear their donation as a source of pride and as a means to spread the word. If friends get a little competitive over who's being more altruistic, all the better.

Describe the creative solution to the brief/objective.
Our solution was Good Shirts: a clothing line developed with artists Christine & Justin Gignac and Threadless.com. We created 12 shirts ranging in price for any budget. On each shirt an aid item was depicted. That shirt then cost the exact price of the aid item. So, if someone donated $24.30 they received a shirt with a measles vaccine. And if someone donated $300,000 they received a T-shirt with a cargo flight. Children in the Horn of Africa got $354,877 in aid, the crisis got much needed publicity and good people got comfy T-shirts. Win-win-win.

Describe the results in as much detail as possible.
The bottom line is Good Shirts sold. And sold well (consider for a second that someone actually bought a $300,000 cargo flight shirt). By the end of the run, the project had garnered $355,000 for UNICEF with over 2,100 shirts purchased. Equally important, considering the urgency of the crisis, was the speed at which funds were raised, with 90% of profits earned in under 2 months. These rapid sales were due in large part to support from media channels like the Wall Street Journal and Buzzfeed, celebrity tweets and both UNICEF and Threadless.com’s Facebook communities.
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:
插画:
客户主管:
制作公司:
制片:
其他职位:Other: Christine Gignac
Other: Justin Gignac
Other: Katie Harrison, BBH New York, New York
Other: Griffin Farley, BBH New York, New York
Other: Ambika Gautam, BBH New York, New York
Other: Kath Horton, BBH New York, New York
Other: Desma Deitz, UNICEF
Other: Kelli Peterson, UNICEF
Other: Cam Balzer, Threadless
Other: Dustin Henderlong, Threadless
Artist: Christine Gignac, Justin Gignac
Strategist: Katie Harrison, Griffin Farely, Ambika Gautam
Marketing: Desma Deitz, Kelli Peterson, US Fund For Unicef
Chief Marketing Officer: Cam Balzer, Threadless
Partnership Manager: Dustin Henderlong, Threadless
奖项
戛纳国际创意节 2012
银奖 直效
Ambient Media & Print Collateral, Non-Mail (Small Scale)
戛纳国际创意节 2012
铜奖 设计
Charities & Not For Profit
克里奥奖 2012
银奖 内容与联系
克里奥奖 2012
铜奖 创新媒体
The One Show 2012
铜铅笔 广告创新
Innovation in Advertising / Single or Campaign
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