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Nozizwe

基本信息
行业: 美容与健康
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for Entertainment?

This was a short, factual mini-documentary created as a content piece to bring Gillette's global platform around fathers and sons to life in a uniquely South African context, where most men (two thirds) are raised to manhood by a mother or (more often) a grandmother.
Instead of making an ad to sell product, we made a short film celebrating the women raising the next generation of South African men.

Background

Gillette wanted to bring to life in South Africa its global platform around fathers and sons, and the role of fathers in raising their sons to be better men. In South Africa, however, two out of three children are raised exclusively by a mother or grandmother. So, recognising and honouring the unique cultural context, the brand made this piece of short content as a tribute to the women raising the next generation of South African men to be the best they can be.

Describe the creative idea

We meet Akhona, a young man who has been raised from early childhood by his grandmother, Nozizwe. She has been both mother and father to him. She's the one who taught him to shave and who is still teaching him how to be the best man he can be. During the film, she speaks about raising Akhona, and gives him advice about how to be the best man he can be.

Describe the strategy

To create a piece of content on a subject very close to South African men's hearts, in order to demonstrate to them that Gillette understands them.
We exposed the work for the first time in March/ April, because that's when most graduation ceremonies occur. And it's become customary at graduation ceremonies all over South Africa, for young men to publicly honour the women who gave their all to raise them and give them an education. Some even take them up on stage with them. The topic comes alive on social media as young men take to Facebook and Twitter to honour the mothers and grandmothers who single-handedly raised them.
This is a passion point for South African men. Gillette saw it as an opportunity to bring to life their Fathers and Sons platform in a powerfully locally relevant way.

Describe the execution

The film flighted on Youtube in March and April, which is when most schools and universities have their graduation ceremonies. And it's become customary at graduation ceremonies all over South Africa, for young men to publicly honour the women who gave their all to raise them and give them an education. Some even take them up on stage with them. The topic comes alive on social media as young men take to Facebook and Twitter to honour the mothers and grandmothers who single-handedly raised them.

Describe the outcome

The most telling piece of data is the fact that about 90% of the men who've seen the piece comment that this was their story. Very few people who see it get to the end dry-eyed.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 娱乐
Non-fiction Film: Up to 5 minutes
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