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We Choose The Moon

基本信息
行业: 文化、娱乐与运动
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Describe the campaign/entry:
2009 marked the 40th anniversary of the Apollo 11 moon landing. Our brief was to honor that historic achievement as the realisation of JFK's dream to land a man on the moon, and bring that mission and his legacy to light for generations both new and old. We decided to return to the moon and bring the world with us by re-creating the Apollo 11 mission online in real-time. At precisely 9:32 AM on July 16, 2009, Apollo 11 took off again at wechoosethemoon.org, exactly 40 years after the historic mission. Eleven of the most important stages were portrayed using 3-D animation, and accompanying the visuals were 102 uninterrupted hours of mission audio. Over 450 photos and videos from the NASA Archive and JFK Library could be viewed throughout the trip. And 650 of the most interesting audio transmissions were rebroadcast via Twitter, exactly 40 years after they were said.

Give some idea of how successful this campaign/entry was with both client and consumer:
During the four-day journey, over 1.25 million unique visitors traveled to the moon, and 30,000 followed the mission on Twitter. Media coverage generated over 160 million impressions worldwide, including live coverage on CNN and countless stories in newspapers, websites and blogs. Eight months after launch, the site has received 3.7 million visits from 217 countries. Attendance at the JFK Presidential Library increased by 10% over previous years in 2009, keeping the JFK Library as one of the most popular of the presidential libraries.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
As anticipation built around the anniversary, we launched a landing page where visitors could learn about the mission, watch President Kennedy's address that challenged a nation to land a man on the moon and share the site via social networks. We then began rebroadcasting the details of the mission and astronaut dialogue over Twitter. These would continue until the astronauts returned to Earth. On July 16, Apollo 11 launched just as it had 40 years ago, and 102 hours of continuous mission audio began. Tweets and retweets from the 30,000 Twitter followers reached 1 million additional people. After four days, on July 20, the astronauts landed on the moon. After July 20, the live experience converted to a self-guided tour where visitors could interact with the mission, audio, photos and videos at their own pace.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
设计:
客户主管:
制片:
导演:
剪辑:
音乐:
动画:
其他职位:Senior Developer: Mark Llobrera
Flash Developer: Chris Wise
奖项
戛纳国际创意节 2010
金奖 整合营销钛狮
Titanium and Integrated
克里奥奖 2010
银奖
Public Service
D&AD 2010
黄铅笔
Digital Advertising: Digital Advertising Campaigns
International ANDY Awards 2010
金奖 数字
Public Service
伦敦国际广告节 2010
铜奖 新类型
The NEW Category
纽约国际广告节 2010
金奖 数字与互动
Educational Institutions
The Art Directors Club Annual Awards 2010
ADC综合
The Art Directors Club Annual Awards 2010
金奖 ADC综合
Interactive Website Non-Profit/Reference/Educational / Single
The Art Directors Club Annual Awards 2010
银奖 ADC综合
Interactive Website Design Non-Profit/Reference/Educational / Single
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