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ABORTIONTRAVEL

基本信息
投放:西班牙
风格: Minimalism
说明cnen
Describe the brief from the client:
On 20 December,the Spanish Government announced that it would be making changes to the current law on abortion. These measures,will make it one of the most restrictive in the world; even prohibiting the termination of a pregnancy in cases where the foetus is malformed. Worldwide media are debating the measures the Spanish Government wishes to take,and denouncing them as an abuse of power. Women in Spain took the streets on a massive scale,but the Government paid them no heed. Our goal,was to collect signatures,mobilise people in Spain against the changes to the abortion law,and get them to reopen the debate to prevent the proposed changes,unthinkable in most countries of the world,from being passed.

Creative Execution:
The campaign attracted the media’s and the public’s attention because it highlighted aspects which had not been previously analysed in the debate and the civil protests:
- What it would cost women obliged to travel outside Spain to have an abortion (both economic and emotionally).
-That those who had the resources could continue having abortions despite the law.
-That this situation could be very big business.
By placing the public in the aftermath of what our customer was seeking to prevent, there was a sense of outrage leading to a massive media and public response.
However, its most important aspect was that the campaign reached the Chamber of Deputies, reopening the debate on the proposed changes to the abortion law.

Creative Solution to the Brief/Objective:
To illustrate this reality we created a fictitious agency specialising in arranging trips to have an abortion outside Spain: Abortion Travel, "the agency that should never exist.”
We opened the physical agency in premises in Madrid with the external appearance and operations of a normal travel agency.
The agency was the campaign’s headquarters: a press conference was held there, women were informed about the consequences of the proposed changes to the law, and signatures were directly collected to prevent it being passed.
We expected the physical travel agency to make headlines and collect around 5,000 signatures over the three days it remained open.

Results:
35,000+ signatures on our petition at change.org while the physical agency was open (collecting thousands more signatures online later on).
A hit on national and international media with a ROI of €1,044,103 and an audience of more than 38.5 million people. 3 million impressions on Twitter. In addition, the agency was visited by figures from the worlds of culture and politics. The campaign reached the Spanish Chamber of Deputies where parliamentarians and the Vice President of Congress were obliged to address it in statements. We managed to reopen the debate and made the ruling party rethink the law.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
美术指导:
摄影:
客户主管:
客户经理:
制作公司:
其他职位:Technology Creative Director: Javier Urbaneja
Btl Team: Federico Arce, Fernando Alvarez
Digital Programmer: Carlos Guerrero
Digital Programmer Studio: Plug/In
奖项
戛纳国际创意节 2015
入围 玻璃狮
Glass
D&AD 2015
木铅笔 公益创意
Advertising & Marketing Communications - Not for Profit
戛纳国际创意节 2014
银奖 户外
Special Build
戛纳国际创意节 2014
银奖 公关活动
Public Affairs & Lobbying
戛纳国际创意节 2014
铜奖 直效
Public Health & Safety, Public Awareness Messages
戛纳国际创意节 2014
铜奖 公关活动
Media Relations
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