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Stop the Cycle

基本信息
行业: 媒体与出版
媒体:网络
投放:南非
风格: Minimalism
说明cnen
Synopsis

Every day we’re bombarded with ads telling us to buy things that we don’t need. And we choose to turn a blind eye to the full picture behind consumerism. The truth is that while manufacturing costs are dropping; the human and environmental impact has increased considerably.
Execution

Each 360° execution used over 50 stock library images in order to create a composite image of the 360° journey. The storyline of the 360° visual needed to work regardless of whether the user scrolled right or left. If the user scrolled left, they would view the manufacturing process in reverse – starting from the high-end store and ending on the first step in the process – the part where the most human rights violations take place. Scroll right and the user viewed the beginning of the manufacturing process in stark contrast to the glossy ad they had just seen.
Strategy

Facebook has become the preferred news source to South Africans. But in order to stand out in this cluttered environment, a hard-hitting headline isn’t enough. The South African edition of The Huffington Post needed an engaging way to unpack a hard-hitting news story with a lot of meat to its bones. In order to achieve this, we took a simple approach. We tapped into what we know consumers do respond to on Facebook – pretty, glossy ads – and led them through the 360° journey of consumerism.
CampaignDescription

Using Facebook’s 360° technology, we showed the manufacturing cycle of a single consumer item. At first glance, the post appeared to be a glossy ad. Once users interacted with the 360° ad, it revealed the impact the industry has on human and environmental rights.
Outcome

The 360° Reveal adverts effectively garnered awareness of the grim picture hidden behind consumerism.Within the initial campaign period, almost half a million South Africans discovered the horrific impact their purchases have on human and environmental rights.More specifically, the ads generated over 640 000 impressions. And a significant 64 percent of people who saw these ads engaged with it (physically scrolling through).When compared, the Engagement Rate on the 360° Reveal adverts was 36% higher than the average post on the Huffington Post page.The campaign was only recently launched, and as our ads are still live, these numbers continue to grow.
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:
剪辑:
音乐:
修图:
其他职位:Entrant Company: VML, Johannesburg, South Africa
Media Agency: THE DIGITAL MEDIA CONSULTANCY, Durban, SOUTH AFRICA
CEO, Jason Xenopoulos, VML
Head of VML Cape Town, Ben Wagner, VML
Motion Graphics, Gabriella Jardine, VML
Sound Composition, Rob Brinkworth, Resonate Audio
Art Director Intern, Cecilia Jonsson, VML
Project Manager, Lara-Jean Matthews, VML
Data Analyst, Tiaan de Kock, VML
奖项
D&AD 2018
木铅笔 媒介应用
Use of Online Advertising
The One Show 2018
银铅笔 互动
Online Advertising / Banners
The One Show 2018
银铅笔 移动应用
Mobile Advertising
戛纳国际创意节 2017
铜奖 移动应用
360° Videos
戛纳国际创意节 2017
铜奖 移动应用
Corporate / Commercial
戛纳国际创意节 2017
入围 网络
Media & Publications
戛纳国际创意节 2017
入围 网络
Corporate Social Responsibility
戛纳国际创意节 2017
入围 网络
Social Purpose
戛纳国际创意节 2017
入围 设计
Social Engagement
戛纳国际创意节 2017
入围 数字制作
Image Design
戛纳国际创意节 2017
入围 移动应用
Social Purpose
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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