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MTV #FCKHIV

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
South Africa has the highest HIV infection rate in the world. NGO’s have been relentlessly fighting the epidemic, but sadly their messages don’t seem to resonate with the youth. So how do we get this demographic to pay attention? On world Aids Day, MTV launched a campaign to urge the youth to break the stigma by knowing their status. The MTV #FCKHIV campaign inspired the youth to “give HIV the middle finger” by simply changing the finger that is usually used to get tested. Instead of using the index finger, we asked the youth to switch to the middle finger.
Outcome
Campaign received 6.8 million impressions in 5 hours and became the no.1 trending topic in 9 minutes, out-trending #WorldAidsDay. Through the success of the campaign, MTV is now partnering with South Africa’s largest HIV prevention program.
Execution
December usually signals the beginning of the party season in South Africa. This is a time when the youth feel the need to go massive and party hard. It was the perfect time to launch our message as it coincided with World Aids Day. We took MTV’s animation art direction and fused it with an underground South African music genre called, Gqom. We then personified and animated sperm in vibrant colours to bring a new perspective to the typical HIV design approach.
CampaignDescription
Give HIV the middle finger by getting tested.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
铜奖 设计
Digital & Interactive > Social Engagement
戛纳国际创意节 2018
入围 可持续发展目标
People > Good Health and Well-being
The One Show 2018
优秀奖 社交媒体
Branded Social Post / Single
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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