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BLOOD RELATIONS

基本信息
行业: 公益与非盈利组织
媒体:推广与活动
时间:2012年4月
投放:以色列
风格: Minimalism
说明cnen
Describe the brief from the client
The objective of Blood Relations was to use creative thinking to help bring the Israeli and Palestinian communities closer together. The strategy was to bypass the official peace process – which has stagnated for decades – and engage the 2 communities at a grassroots level by drawing attention to their common humanity. The activity targeted both those directly in involved in the conflict as well as stakeholders and any other concerned citizens around the world.

Creative Execution
Blood Relations draws its relevance from the fact that it focuses on the shared humanity and commonalities between Israelis and Palestinians – not on their political differences. It bypassed the many intractable political and historical issues that separate the 2 sides and encouraged them to look at one another as human beings with a shared destiny. The emotional bonds that formed spontaneously between donors as they lay down side-by-side to give blood were powerful and they immediately inspired a new conversation.

Describe the creative solution to the brief/objective.
Blood Relations was born of a simple thought: 'Could you hurt someone who has your blood running through their veins?' We organised mutual blood donations, starting with those with the most reason to hate – bereaved Israeli and Palestinian families. Through doing so, we asked people to stop spilling blood and to start sharing it. People across the world who couldn’t donate blood physically showed their support by donating virtual blood on Facebook.

Describe the results in as much detail as possible.
-The blood donation event was featured on national news, reaching a staggering 24% rating (approx. 1.6m people) -The Mutual Blood initiative was covered internationally by NBC, BBC, Reuters, Associated Press, Vanity Fair, L'espresso and other leading media outlets -The activity inspired mutual blood donations between Jews and Muslims across the world, to show their support -Blood Relations got a direct response from the United Nations and the White House and other organisations are coming forward to take part such as the US Congress, US State Department and The International Red Cross.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
文案:
美术指导:
客户经理:
客户企划:
制片:
导演:
摄影指导:
剪辑:
音乐:
其他职位:Vice President: Dorit Gvili
Account Group Director: Nir Federbush
Digital Art: Steve Reiches
Programmer: Leonid Angarov
Initiator Of The Idea: Jean-Christophe Royer
奖项
戛纳国际创意节 2012
金奖 直效
Public Health & Safety, Public Awareness Messages
Golden Drum International Advertising Festival 2012
金鼓大奖 活动
Social and charity events
Golden Drum International Advertising Festival 2012
金鼓大奖 影视
Online films
Golden Drum International Advertising Festival 2012
银鼓 公关活动
Public engagement & participation
伦敦国际广告节 2012
银奖 创新
Non-Traditional: Public Service/Social Welfare
Eurobest - The European Advertising Festival 2012
金奖 直效
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
金奖 影视
Charities, Public Health & Safety & Public Awareness Messages
Eurobest - The European Advertising Festival 2012
银奖 直效
Internet Film
Eurobest - The European Advertising Festival 2012
银奖 影视
Internet Film
Eurobest - The European Advertising Festival 2012
铜奖 直效
Ambient/Alternative Media
Eurobest - The European Advertising Festival 2012
铜奖 影视
Ambient/Alternative Media

顶尖热评

同为人类,与其相伤,不如相助。

“血缘关系”是以色列的一个献血组织。在以色列和巴基斯坦之间,常年充斥着战乱,更充斥着需要救助的人。而民众们却盲目沉浸在报复和仇恨当中。他们思索着如何在家中藏一把枪,如何在敌人聚集的地方蓄谋袭击,却从未想过一个问题,“如果他的身体里流着你的血,你还忍心伤害他吗”?

“血缘关系”试图用人性来化解仇恨。最有效的方式莫过于治愈那些怀有最深仇恨的人——死难者家属。对他们晓以大义,让他们明白,无论伤者属于哪种国籍,他们都像你曾经的家人一样急需帮助。不要让这一切来不及。把血溅在地上,不如救死扶伤。甚至在世界其它地方,不能参与献血的网友,也能在Facebook上以虚拟的形式献出一份爱。

仇恨的力量是无穷的,但若能正确转化,裨益同样无穷。

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