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Philips #ShaveToRemember

基本信息
行业: 视听与电子产品
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for Direct?

Some people leave their mark on us.
One such person was Nelson Mandela. A man who taught us about unity, humility and forgiveness. On his centenary it was only fitting that we truly honour him for what he stood for. So Philips and The Nelson Mandela foundation teamed up to give people a chance to wear his iconic haircut.

#shavetoremember was born.

We set up mobile barbershops around the country and armed barbers with Philips shavers to go and give free Mandela haircuts. And every person with the haircut essentially became a powerful, visual, moving extension of the campaign.

Background

2018 marked the centenary of South Africans liberation icon, Nelson Mandela. So Philips and The Nelson Mandela Foundation wanted to and honour his legacy by reminding South Africans of his values.

Describe the creative idea (30% of vote)

#shavetoremember
Remembering an icon through his iconic haircut.

Describe the strategy (20% of vote)

Our role was to build the #ShaveToRemember movement and ignite acquisition in the aspirational target market for the brand. We developed a unique direct response funnel approach to reach our target audience on social and TV and drove mass awareness and action in the form of activations.

Describe the execution (20% of vote)

We set up mobile barbershops around the country and armed barbers with Philips shavers to go and give free Mandela haircuts. Just by wearing something as simple as his haircut, people showed their commitment to walk in his footsteps. And every person with the haircut essentially became a powerful, visual, moving extension of the campaign.

List the results (30% of vote)

Results: 64% increase in sales over the period of the campaign, #1 trend on social media on the day, 85 994 870 earned media audience and a 17:1 ROI. Also proceeds of the Philips shavers were donated to The Nelson Mandela Foundation.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2019
入围 直效
Use of Ambient Media: Large Scale
戛纳国际创意节 2019
入围 直效
Social Behaviour & Cultural Insight
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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