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The Fake News Stand

基本信息
行业: 媒体与出版
媒体:网络
风格: Minimalism
说明cnen
Why is this work relevant for Brand Experience & Activation?

The Fake News Stand is a 360-degree brand experience that confronted Americans with the false news they were reading and sharing online. By putting misleading headlines on seemingly reputable publications, our intention was to make misinformation tangible in order to confront people with the very real problem of false news.

Our primary audience were people who read and share news online, but there was also a secondary audience: news publishers. Our message to them was that they must take responsibility for the content they circulate.

Our project exceeded expectations, generating over 300 news stories around the world.

Background

The spread of misinformation is a real problem: 1 in 4 Americans say they’ve shared propaganda online and two-thirds believe “fake news” influenced the 2016 election.
As the 2018 midterm elections approached, the Columbia Journalism Review wanted to confront Americans about the veracity of the news they were reading and sharing online. They wanted to emphasize the importance of seeking out real news from credible journalists, and to empower the electorate with steps they can take to be better informed.

Describe the creative idea (20% of vote)

The Columbia Journalism Review wanted to confront Americans about the veracity of the news they were reading and sharing online. So we created the Fake Newsstand.

We found misleading headlines that had been widely shared online, and we put them on the covers of what looked like real, tangible publications. Inside, there was an educational guide that prompted people to question the headline’s accuracy, offered tips to spotting misinformation and explained the importance of seeking out real news produced by credible journalists — a timely message as the midterm elections of 2018 approached. Then we filled a highly trafficked newsstand in Manhattan with the fake publications and waited for people’s reactions.

Describe the strategy (20% of vote)

The Fake News Stand’s primary audience were people who read and share news online. The spread of misinformation and fabricated news stories has gained substantial ground in the past few years, largely due to the rise of social media; according to one study, unverified stories were 70% more likely to be retweeted than real news.

As the world leader in press criticism, the Columbia Journalism Review wanted to educate Americans about the dangers of false news and show them how to recognize it, so they could become more responsible and informed voters.

There was a secondary audience: news publishers, who have a responsibility to disseminate credible, accurate and unbiased information to the masses. Our message to them was that they must take responsibility for the content they publish. The media took tremendous interest in the project, and many major news outlets devoted articles and in-depth coverage to our one-day installation.

Describe the execution (30% of vote)

We conceived and crafted more than 20 original newspapers and magazines. Each had a unique name and layout inspired by a real publication.

Every headline was sourced from the Internet, where it had been widely shared. By putting these misleading headlines on seemingly reputable publications, our intention was to make misinformation tangible in order to confront people with the very real problem of false news.

The placement of the Fake News Stand was highly strategic, located on one of the busiest corners in Manhattan: 42nd Street and 6th Avenue. The newsstand stood directly in the paths of hundreds of thousands of tourists, residents and commuters.

CJR’s staff stood nearby the news stand and engaged each person who approached it. Our publications and the inserts were distributed for free — everyone who interacted with the Fake Newsstand got the full story behind it, and they left with something they could keep.

List the results (30% of vote)

Though the Fake Newsstand was a physical space, our intention was to attract interest amongst online audiences through PR and earned news coverage. The attention we received exceeded our expectations: our project generated more than 300 real news stories in over 100 countries, reaching as many as two billion people.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
金奖 户外
Live Advertising and Events
戛纳国际创意节 2019
银奖 品牌体验与激活
Media / Entertainment
戛纳国际创意节 2019
银奖 工业制作
Outdoor
戛纳国际创意节 2019
银奖 户外
Limited Run Promotional Items & Printed Media
戛纳国际创意节 2019
铜奖 户外
Design for Promotional Items
戛纳国际创意节 2019
入围 品牌体验与激活
Guerilla Marketing & Stunts
戛纳国际创意节 2019
入围 设计
Publications & Editorial Design
戛纳国际创意节 2019
入围 直效
Use of Ambient Media: Small Scale
戛纳国际创意节 2019
入围 直效
Use of Print / Outdoor
戛纳国际创意节 2019
入围 直效
Media / Entertainment
戛纳国际创意节 2019
入围 户外
Ambient Outdoor
D&AD 2019
木铅笔 直效
Direct Response/Ambient
D&AD 2019
木铅笔 公关活动
Use of Events and Stunts
D&AD 2019
入围 直效
Direct Innovation
D&AD 2019
入围 体验
Out-of-Home
D&AD 2019
入围 体验
Public Environments
The One Show 2019
银铅笔 品牌娱乐
Experiential / Brand Installations
The One Show 2019
银铅笔 直效
Physical Items
The One Show 2019
银铅笔 直效
Experiential / Live Events
The One Show 2019
优秀奖 设计
Craft / Art Direction
The One Show 2019
优秀奖 体验与沉浸式营销
Spaces & Immersive / Brand Installations
The One Show 2019
优秀奖 体验与沉浸式营销
Craft / Art Direction
The One Show 2019
优秀奖 平面与户外
Out-of-Home / Experiential & Installations - Single
The One Show 2019
优秀奖 公关
Events & Experiential
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。

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