注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Teddy Gun

基本信息
行业: 公益与非盈利组织
媒体:设计与品牌
投放:美国
风格: Minimalism
说明cnen
Synopsis

The US government has long established a history of protecting its citizens from inherently, and even not inherently, dangerous products by instituting health and safety standards. Without this oversight, we all would be far more susceptible to injury and death. The majority of US citizens believe the gun industry faces high-level government oversight. However, even though guns are the most inherently dangerous consumer product, the manufacture of guns is not regulated in any significant way. By contrast, children’s teddy bears harm only a fraction of the number of people guns harm, but are required to meet far more health and safety standards. The Illinois Council Against Handgun Violence (ICHV) is a nonprofit organization that focuses on handgun violence prevention and advocates for common sense gun laws at both state and federal government levels.
Execution

At the center of the campaign is Teddy Gun, an ironic symbol for the lack of common sense gun regulation. But more than a symbol, Teddy Gun is also an actual product. Its design needed to be provocative, memorable and simple enough to replicate across various channels.Our starting point was a teddy bear. In addition to looking like a teddy bear, Teddy Gun needed to retain the functionality of a gun. We worked with a 3D designer and a gun manufacturer to bring our vision to life. We considered every aspect of the Teddy Gun design—from the way someone would hold it, to where the trigger needed to go, to the rubber material required for the grip, to the perfect size, so the gun apparatus would seamlessly blend into the body of the teddy bear.
CampaignDescription

Teddy bear manufacturers are required to follow incredibly strict safety regulations—unless, of course, the teddy bear is a gun. Introducing Teddy Gun. Created to shine a light on the nonsensical lack of government oversight on the gun industry. Teddy Gun became a tragic, ironic, powerful symbol of the disproportionate lack of regulation that contributes to the senseless deaths of over 30,000 people per year. We used Teddy Gun to ignite a groundswell of outrage and political pressure for common sense gun laws.
Outcome

Teddy Gun did what all the headlines and news coverage on the gun violence epidemic couldn’t: It stopped people in their tracks, moved them, and motivated them to take action—to put pressure on Congress for more common sense gun laws. Armed with over 135 million earned impressions from the Teddy Gun intro video, and a total earned media value of $2.62MM, ICHV achieved new levels of awareness and engagement. Due to this success, the Teddy Gun exhibit is touring and impacting communities beyond the launch. And now an ICHV-supported bill is gaining unprecedented momentum in the state legislature.
Strategy

Every year the public is bombarded with thousands of stories about gun violence, and the debate about gun regulations, on their news streams. With so many stories, people had become numb, making it difficult for organizations like ICHV to make a significant impact. We needed a way to wake people up and pay attention. The striking visual of the Teddy Gun immediately drew people in to find out more.
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:
客户主管:
制作公司:
剪辑:
修图:
其他职位:Entrant Company: FCB CHICAGO, USA
PR Agency: CURRENT MARKETING, Chicago, USA
Additional Company: HERO SOLUTIONS, Chicago, USA
Director Visual Effects Supervisor, Roman Mendez, Lord + Thomas
Executive Prodcuer, Content Integration, Lindsay Tyler, FCB Chicago
SVP, Executive Creative Producer, John Bleeden, FCB Chicago
VP, Executive Producer, Jared Stachowitz, Lord + Thomas
Lead Developer, John Skibicki, FCB Chicago
Associate Business Analyst, Derek Tucker, FCB Chicago
President, Virginia Devlin, Current Marketing
SVP, Creative Director, Ben Flaherty, Lord + Thomas
Assistant Account Executive, Mackenzie Woods, Current Marketing
Executive Producer, Katie Roach, Lord + Thomas
Senior Manager Digital Development, Michael Chesta, FCB Chicago
Senior Developer, Morgan Bates, FCB Chicago
Tech Lead, Erik Christianson, FCB Chicago
3D Artist, Eduardo Borges, Lauré Studio
Social Manager, Mike Norgard, FCB Chicago
Senior Project Manager, Mamo Arima, FCB Chicago
Executive Director, Colleen Daley, Illinois Council Against Handgun Violence
奖项
D&AD 2018
石墨铅笔 公关活动
Public Affairs Campaign
D&AD 2018
木铅笔 公益创意
Advertising & Marketing Communications /Not for Profit
D&AD 2018
木铅笔 媒介应用
Use of PR
The One Show 2018
银铅笔 直效
Craft / Art Direction - Single or Campaign
The One Show 2018
银铅笔 直效
Ambient Media / Experiential & Installations
The One Show 2018
优秀奖 跨平台
Experiential / Installations
The One Show 2018
优秀奖 跨平台
Integrated Branding
The One Show 2018
优秀奖 设计
Branding / Brand Installations
The One Show 2018
优秀奖 直效
Guerrilla Marketing
The One Show 2018
优秀奖 平面与户外
Ambient Media (Indoor & Outdoor) / Experiential & Installations - Single
戛纳国际创意节 2017
金奖 公关活动
Charities & Non-profit
戛纳国际创意节 2017
银奖 设计
Promotional Item Design
戛纳国际创意节 2017
银奖 设计
Sculptural Brand Installation & Experience
戛纳国际创意节 2017
银奖 设计
Design Excellence in Effectiveness
戛纳国际创意节 2017
银奖 推广活动
Guerrilla Marketing & Stunts
戛纳国际创意节 2017
铜奖 户外
Use of Ambient Outdoor
戛纳国际创意节 2017
入围 直效
Use of Ambient Media: Small Scale
戛纳国际创意节 2017
入围 公益大奖
Grand Prix For Good
戛纳国际创意节 2017
入围 户外
Small Scale Special Solutions
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。

最新更新
加载中...
赞助商