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Liberty Coins

Liberty Coins | Aukin Digital Journal | Pedro Juan & Diego
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基本信息
行业: 媒体与出版
媒体:户外
时间:2019年1月
风格: Minimalism
说明cnen
Why is this work relevant for Media?

The relevance is that we transformed the currency with the widest national circulation into a means of communication to expose the suffering of the Mapuche people and place it in the hands of an entire country. This, added to a creative strategy, managed to viralise a campaign in Social Networks and in public opinion, without any associated budget.

Background

Situation: In the region of the Araucanía located in the south of Chile and Argentina, inhabitant of the oldest indigenous peoples of America, the Mapuches. They have been at war for more than 500 years, first against Spanish colonization and, at present, against multinationals and the Chilean state.

In secret, its leaders have been imprisoned: without any guarantees, without evidence and without judicial hearings. A situation that has been denounced by Amnesty International and the UN.

The media does not mention what is happening in these communities. Only Aukin addresses the situation, but his coverage does not reach more than 1,000 people.

Brief: Create a high-impact campaign to carry out the conflict of attention to the general public and the media.

Objectives: In social networks increase commitment, opinions, followers and visits to the website.
Make the Mapuche people have a national presence in the media.

Describe the creative idea/insights (30% of vote)

In 2001, the Chilean State decided to pay homage to the Mapuche people by placing the image of a Machi (a Mapuche spiritual leader) on one of the faces of the $ 100 pesos coin. We decided to use this image of the machi on the coin and transform it into a means of communication, inviting supporters to scratch it with three (3) lines which represent the imprisonment of their leaders, putting into national circulation a direct representation of the imprisonment of their leaders so that everyone could see it.

Describe the strategy (20% of vote)

Target:
- Men and women, Mapuche and Chilean, of all ages.
- Chilean politicians, journalists, police and judges.
- Mass media.

Media planning:
To achieve the maximum dissemination of the message we created a 60-second video that invited people to join the protest by scratching the $ 100 coins and uploading it to Facebook, Instagram and Youtube.

Approach:
In order to viralise the message, we invited different national influencers, such as musicians, painters, poets, sportsmen and politicians supportive of the Mapuche cause, to involve themselves by scratching the coins and publishing it in their Social Networks.

Describe the execution (20% of vote)

• Implementation: We uploaded to our Social Networks a 60-second video that invited people to join this protest by scratching the $ 100 coins
• Media channels and integration: We published our piece on Social Networks and with the strategic use of influencers we managed to viralise the campaign, achieving media coverage in both national and international media.
• Timeline:
1º We published the video on Social Networks
2º We invited influencers to join the cause, by scratching coins and publishing the content on their Social Networks profiles.
3º The message quickly became viral in Social Networks
4th We obtained wide national coverage by the mass media.
5th The Mapuche conflict achieved being present in national and international media.
• Scale: We used a video that was viralised by social networks, capturing the attention of more than 200,000 people.

List the results (30% of vote)

- 200,000 VIEWS (all videos published on social networks are counted)
- 22MM PEOPLE REACH (all the social networks of Aukin are counted)
- 20MM FREE MEDIA and we managed to scratch 1.6% of all $ 100 pesos coins.
- Public opinion and both the national and international media became interested in the Mapuche conflict.
- But what is more important is that we managed to create a symbol of struggle to send an urgent message in aid of the Mapuche people.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

In Chile, there is a total ignorance and lack of public knowledge of the reality of the Mapuche people whose lands are continuously being taken from them. That same ignorance is the main reason why the injustices that they are forced to live every day of their lives, for as long as they have known it, and the continuous imprisonment of their leaders, do not generate any kind of interest whatsoever, and even if it is heard of, causes a general feeling of rejection towards the Mapuche people amongst the Chilean society, all a product of social conditioning and disinformation. This is why we are inspired by the only means of national circulation in which the Mapuche people are still recognized: the $ 100 pesos coin, converting a currency into a means of communication.
制作信息
品牌:
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后期制作:
其他职位:Head of Art: Cristian Kemp
Account Supervisor: Jimena Marín
Director: Agus y Cata
奖项
戛纳国际创意节 2019
入围 媒介应用
Social Behaviour & Cultural Insight
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