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。

The Last Mile

基本信息
行业: 非酒精饮料
媒体:DM
风格: Minimalism
说明cnen
Why is this work relevant for Branded Content & Entertainment?

“The Last Mile” brings together A-list Hollywood talent, an iconic Oscar winning film and a mother in Mozambique to tell a forgotten story. A story that reminds us that HIV/AIDS is still present but that together we have the opportunity to end it forever. Produced in partnership with (RED) and with the help of Sony Pictures, and National Geographic, It is a short documentary 25 years in the making-- designed to remind today’s global audiences just how many people are still affected by this terrible disease.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

Working with (RED) we had access to some of the most knowledgeable people on the subject of HIV/AIDS. They kept us honest.

The biggest restriction came from Coca-Cola who didn't want the brand to overshadow the message. For this reason Coca-Cola is very much in the background.

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

Awareness saves lives. The role of our film was to raise awareness of HIV/AIDS at a time when this message would resonate the most.World Aids Day. When awareness is driven by this event, people do the most to support the cause.

Background

Our client is a longtime supporter and partner with the charity (RED). Actively involved in the fight against Aids in terms of financial contributions and logistic solutions. They are of the belief that anywhere that you can get their product you should also be able to get the medication needed to combat this terrible disease. This is their contribution in the fight against HIV/AIDS.
A teen is infected with HIV every 2 minutes. 400 babies will be born HIV-positive. 1 in 5 Africans live with the disease. Nearly 1 million lives lost annually. These are all happening today. However, most people are unaware about the devastating impact of AIDS. the impact it's had and continues to have on the world.

Our Goal was to change that. Our brief: To raise awareness of HIV/AIDS globally to help eradicate the disease once and for all.

Describe the creative idea

The creative idea was as simple as it was fortuitous. 2018 was the 25th anniversary of the iconic film about HIV/AIDS-- “Philadelphia” starring Tom Hanks and Denzel Washington-- a film that looked to change cultural perception of the disease. From fear and disgust to one of compassion and humanity.

Therefore, the creative idea was to create an integrated campaign grounded by a short documentary film called “The Last Mile. “ The film reassembled the original cast and screenwriter along with a modern protagonist in Africa to show the world just how much progress has been made-- and how much there is still to do.

Developed by award-winning director Kim Synder (Newtown) and Academy award-winning producer Evan Hayes (Free Solo), “The Last Mile” tells the story of HIV/AIDS at the intersection of past and present, fiction and fact and personal and worldwide.

Describe the strategy

The strategy was to put the film where it mattered most-- social media. We put it where it could be easily shared, tweeted, re-tweeted, liked and commented on. We focused on Facebook and Amazon, where audiences were just a click away from the featurette and from a donation. We also leaned on the talent to share the film and reach out to their fans.

We created digital assets such as banners, YouTube media and Instagram Stories to expose a new audience to the problem and pull people to watch the film.

Describe the execution

“The Last Mile” trailer was released 29th October, on social media.

Sony Pictures released a remastered 25th Anniversary Edition of Philadelphia including “The Last Mile” content at retail.

The full Featurette was released 12th November online, supported by screenings in Philadelphia and Atlanta, timed to build toward World AIDS Day weekend and with a limited run on cinema screens and streaming services packaged with the movie Philadelphia.

Concurrently, the Featurette was released independently on Amazon Prime, Facebook, National Geographic and YouTube leveraging World AIDS Day Shopathon activities.

Ron Nyswaner, the Philadelphia screenwriter, participated in a Reddit ‘Ask Me Anything’.

Additionally, partnering with Wondery Podcasts, we created an exclusive 2-episode podcast about the original film, “The Last Mile” and their respective backstories.

With paid social and digital media supporting the release and driving reach, the campaign peaked during World AIDS Day (1st Dec 2018) finishing its run 31st December 2018.

Describe the outcome

In its first week, “The Last Mile” garnered:

186MM Impressions on traditional and social channels
545,000 streams on Facebook
90,000 views on NatGeo platforms
6,000 streams on Amazon Prime
181,000 Wondery Podcast downloads
55 earned media placements and social posts
150,000 distribution of the remastered version of Philadelphia containing our content
Placement of Philadelphia on streaming services with the inclusion of our documentary
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 健康类
Non-profit / Foundation-led Education & Awareness
最新更新
加载中...
赞助商