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I WISH MY SON HAD CANCER

基本信息
行业: 公益与非盈利组织
媒体:DM
投放:英国
语言:英语
风格: Minimalism
说明cnen
Describe the brief from the client:
Harrison is six. He has Duchenne Muscular Dystrophy. There's no treatment, no cure and little hope.

His Dad, Alex, set up Harrison's Fund to raise money for research. Not easy when no-one's heard of DMD, and you've got no budget. So he asked us to help.

The Evening Standard offered some space. It was a start.

Alex told us something in passing. Something shocking. That sometimes, he wished his son had cancer instead. A disease people knew of. That was treatable and, possibly, survivable.

We knew it would make a powerful story. With huge PR potential. So we ran it.

Creative Execution:
Like our strategy, the creative execution was simple. A brave, thought-provoking statement. Followed by an emotional and honest plea from a father in anguish, contemplating a future without his son. Alex’s words and pain echoed in a black and white shot of him holding, loving and desperately wanting to protect Harrison. The key was to avoid the usual clichés of charity advertising, it had to feel like Alex himself had put the ad together so we wrote in the first person and deliberately made the ad feel minimally art directed.

It definitely got noticed.

Creative Solution to the Brief/Objective:
The creative told a powerful story. An honest plea from a father in despair. His emotion captured in one simple shot.

It came from something Harrison’s dad said. Sometimes, he wished his son had cancer instead. A disease people knew of. That was treatable.

We knew it was. So powerful, we feared running it. But we needed to create a much bigger impact than a normal 25 x 4 ad. It broke the unwritten rule of charity advertising: you don’t compete. But when you’re the father of a dying child, you don’t care about the rules. So we ran it.

Results:
Our ad certainly grabbed attention.

Newspapers covered the story as far away as Brazil. Alex landed appearances on ITV and the BBC. And things really took off online. Where our community managers waited to respond.

Website visits went up by 17,000%. And people debated and donated from around the world.

Major businesses, like Barclays Capital, pledged support. A documentary about Harrison and DMD is in the pipeline. Direct donations are up by over 200% to £65,000.

Not bad for a 25x4 black and white press ad and no budget. But one brave client.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
摄影:
其他职位:Head Of Copy: John Vinton
奖项
戛纳国际创意节 2014
银奖 直效
Best Low Budget Campaign
Golden Award of Montreux 2014
金奖章 创意媒体应用
Best Use Of Print Media
纽约国际广告节 2014
一等奖 创意实效
Use of Media
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