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。

Giving Songs

基本信息
行业: 公益与非盈利组织
媒体:推广与活动
风格: Minimalism
说明cnen
Why is this work relevant for Entertainment Lions for Music?

The visibility Puerto Rican music get is so enormous, that in 2018, 27 of the top 100 most watched videos on YouTube were from Puerto Ricans artists. On the other hand, many non profit organizations are hardly known, mostly because they lack the economic means to gain visibility. That's why for The Giving Tuesday, we leveraged the Puerto Rican global musical influence to help humanity, by simply using these Puerto Rican music videos on YouTube, that are seen by millions everyday, to ask for donations.

Background

Entering its 8th year, Giving Tuesday is a global day of giving, fueled by the power of social media and collaboration. Celebrated on the Tuesday following Thanksgiving in the U.S. and the widely recognized shopping events Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. Since 2012, people from all over the world have given millions to multiple causes on #GivingTuesday. #GivingTuesday has become a movement that celebrates and supports giving and philanthropy with events throughout the year and a growing catalog of resources. On 2018, the Puerto Rican chapter of The Giving Tuesday organization asked us to help them make a campaign with $0 budget.

Describe the creative idea

What would happen if we gave social causes the same visibility these YouTube superstars get? With that in mind, we asked world renowned Puerto Rican artists to show compassion in a simple way: by giving their smash hit titles in YouTube a whole new meaning. For the entire #GivingTuesday, when millions of people searched for their favorite music video, their song titles turned into public service announcements, letting fans know which cause they were supporting and inviting them to make a donation for Giving Tuesday.

Describe the strategy

Considering that in 2018, 27 of the 100 most viewed videos on YouTube were from Puerto Rican artists, we asked them to show compassion in a simple way: by giving their smash hit titles in YouTube a whole new meaning.

For the entire #GivingTuesday, when millions of people searched for their favorite music video, their titles turned into public service announcements, letting fans know which cause they were supporting and inviting them to donate to givingtuesday.org.

Describe the execution

On November 27th 2018, 10 Puerto Rican music superstars changed the titles of all of their YouTube videos to the names of the causes they were supporting and a call to action to donate to www.givingtuesday.org. We also asked them to post on their social media a message that they gave all their songs on YouTube a new meaning. During Giving Tuesday, millions of fans around the world were able to see the causes these Puerto Rican artists were helping and were able to learn what they did.

Describe the outcome

With a media investment of $0 dollars, the Giving Songs movement reached over 400 million YouTubers in just one day, making it the most visible digital campaign in the history of Giving Tuesday. This stunt was one of the actions that helped raise $380,000,000 globally.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
银奖 音乐娱乐
Fan Engagement / Community Building
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