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The Truth is Hard to Find - Bryan Denton

基本信息
行业: 媒体与出版
媒体:影视
风格: Minimalism
说明cnen
BriefExplanation
For years The New York Times’s business model had been under threat, with declining ad revenue and stagnating print subscriptions in an age when so many other sources of digital “news” are available for free. A contentious 2016 presidential election created even more pressure, compounded by a new commander-in-chief who was popularizing terms like “fake news” and encouraging citizens to lose trust in the authenticity of mainstream media. Something had to be done. The New York Times needed to reaffirm its mission and role in today’s unique political and technological landscape. The resulting brand campaign, its first in over a decade, utilized a bold and ownable creative idea combined with an impact-driven media strategy that placed the campaign message in buzzworthy, politically charged environments. The TV creative idea challenged consumers to reevaluate their relationship with truth through the overused expression “the truth is,” a phrase mostly used to validate subjective opinions rather than objective facts. The bold and simplistic nature of the type-based film stayed true to the brand while breaking through the noise in the real and digital world. We then leveraged Times-owned platforms across digital, social and print, as well as attention-grabbing OOH in high-impact environments across the country, in order to sustain dialogue. The second phase showcased the extraordinary lengths to which The Times’ on-the-ground journalists go in pursuit of the truth and the commitment, resources and expertise it takes to cover world events. We identified key topics that were high on the cultural and news agenda and, working with Darren Aronofsky, used exclusive, never-before-seen pictures and an immersive audio treatment to create films that put viewers in the shoes of The Times’s journalists around the world. Everything shown, including the sound, was factual and captured by journalists at the location of the story. Ultimately, viewers were left not only with a renewed appreciation of the job The Times’s journalists do but also with a stark reminder of what their support for independent journalism really means. The campaign was applauded and hailed as immensely powerful by consumers and journalists alike and became part of the cultural zeitgeist: the film was parodied by high-profile late-night hosts, including Jimmy Fallon and Stephen Colbert, and print ads were shared proudly by consumers on social media. The campaign successfully shifted perception in key attributes related to willingness to pay, and Q1 became the best quarter for subscriber growth in The Times’s history. By Q2 The New York Times passed a milestone of 2M digital-only news subscribers—a first by any news organization.
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 创意实效
Single Country Creative Effectiveness
The One Show 2018
优秀奖 影视
Online Films & Video / Long Form - 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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