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UNSELFIE

基本信息
行业: 公益与非盈利组织
媒体:网络
投放:菲律宾
风格: Minimalism
说明cnen
Describe the brief from the client:
MAKING THE SELFIE UNSELFISH.

When Typhoon Haiyan struck the Philippines, the devastation was unlike anything the world had seen.

Everyone wanted to help. But they didn't know how.

We needed to tell people in a way that was pervasive, cheap and fast.

Creative Execution:
Starting with just one profile picture we demonstrated how the selfie could become unselfish.

The simple act of covering your face with a piece of paper struck a particular chord among people wanting to help.

And the hand-written donation URLs generated real and substantial donations to charities working to aid the survivors of Typhoon Haiyan.

Global news coverage increased the reach and exposure of the donation effort.

And high profile endorsers such as US Secretary of State John Kerry led to increased donations and awareness.

The unselfie. The simplest way to turn the selfie unselfish.

Creative Solution to the Brief/Objective:
Selfies are more popular in the Philippines than any other country.

But after the tragedy, they were quickly seen as inappropriate.

So we looked for a way to make a selfie, unselfish.

By posting a picture of yourself -- with your face covered by a paper showing a donation URL.

Results:
#UNSELFIE: A SOCIAL MEDIA PHENOMENON:

Within days of first appearance, the #unselfie was quickly picked up by online media.

Starting with trade press like Ad Age, and quickly spreading to global news outlets like CNN, BBC, NPR, Cosmopolitan and the Huffington Post.

It was taken up by leaders such as US Secretary of State John Kerry.

Mashable.com featured the #unselfie as 'the next big thing'

Gathering 131 million impressions in just three weeks.

Thousands of users posted news of substantial donations to Unicef, the Red Cross and countless other charities under the #unselfie banner.
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:
文案:
美术指导:
客户主管:
其他职位:Digital: Roshan Nandwani
Account Director: Datario
奖项
戛纳国际创意节 2014
铜奖 直效
Use of Social Audience in a Direct Marketing Campaign
戛纳国际创意节 2014
铜奖 移动应用
Use of Co-Creation & User Generated Content
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