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沉默
案例简介：概要 尽管世界上有超过 7000万人依靠手语交流，但我们大多数人甚至无法识别最基本的标志，让聋人与邻居、同事和熟人完全隔离。我们的简报是帮助法国非营利组织 La 假释 aux Sourds (大致翻译为 “聋人的麦克风”) 直接听人们去一个网站，在那里他们可以注册手语课程。重要的是，我们不想让听者同情聋人; 我们想通过向他们展示他们缺少的东西来激励他们学习手语。 战略 语言创造了一堵墙，将聋人与听力隔离开来。为了打破这堵墙，我们需要让听力界相信手语是一种丰富而美丽的语言，它是打开一个独特而有趣的声音世界的关键。我们决定制作一个音乐视频，正是因为 “唱歌” 是大多数人认为不能通过手语完成的事情。通过在舞蹈中隐藏我们的信息，我们让人们注意到普通人对手语知之甚少，忽视我们周围的语言是多么容易。信息本身告诉人们遭受孤立的感觉，并迫使他们参与进来。 相关性 为了帮助弥合聋人和听力社区之间的差距，我们创作了一首完全通过手语和舞蹈演唱的原创歌曲。尽管起初，这部电影似乎是一首器乐歌曲的时尚音乐视频，当观众到达终点时, 他们意识到他们一直在看的舞蹈演员一直在用手语唱歌。观众随后被引导到一个互动网站，在那里他们可以 “沉默” 歌词，并揭示隐藏在歌词中的强大信息。 结果 由于没有付费媒体，该视频通过各种媒体渠道获得了超过 100万次观看，这要归功于两周的影院免费媒体和 2500万次媒体印象, 来自法国各地的新闻报道，包括法国 LCI 频道和比利时 La Une 频道的电视采访。该公关价值超过 500 美元。此外，该视频还获得了柏林音乐视频大奖、克拉科夫电影节和西班牙宣传节的提名。因此，La 假释 Aux Sourds 网站的访问量增加了 247%，平均访问时间为 2:45。捐款增加了惊人的 2300%，这使得该组织启动了第一个手语课程。就职典礼已经订满了。 执行 音乐视频和网站于 2018年3月7日推出。由于没有付费媒体，该项目依靠外科公关战略和良好的口碑来确保成功推广。我们利用定制的新闻套件和图形，挖掘有影响力的人，并通过聋人、音乐和广告社区播下故事。在这场运动的驱使下，法国最大的连锁电影院 MK2 提供了两周的免费媒体，在所有电影院放映音乐视频之前放映电影。 活动描述 Unsilenced 是第一首完全通过手语和舞蹈演唱的原创歌曲。尽管起初，它似乎是一首乐器、电子流行歌曲的时尚音乐视频; 当观众到达终点时, 他们意识到他们一直在看的舞者一直在用手语唱歌。从那里，观众被引导到一个互动网站，在那里他们可以 “沉默” 歌词，并揭示隐藏在歌词中的强大信息。
沉默
案例简介：Synopsis Though more than 70 million people around the world depend on sign language to communicate, most of us can’t even recognize the most basic signs, leaving deaf people completely isolated from their neighbours, colleagues and acquaintances. Our brief was to help French non-profit La Parole aux Sourds (which roughly translates to “A Microphone for the Deaf”) direct hearing people to a website where they could enroll in sign language classes. Importantly, we didn’t want to make hearing people pity the deaf; we wanted to inspire them to learn sign language by showing them what they were missing. Strategy Language creates a wall that isolates the deaf from the hearing. In order to break that wall, we needed to convince the hearing community that sign language was a rich and beautiful language, and that it was the key to unlocking a world of unique and interesting voices. We decided to create a music video precisely because “singing” is something most people assume can’t be done through sign language. By hiding our message in a dance, we brought attention to just how little the average person knows about sign language, and how easy it is to overlook a language that’s all around us. The message itself told people exactly what it felt like to suffer from isolation and pushed them to get involved. Relevancy In order to help bridge the gap between the deaf and hearing communities, we created Unsilenced: the first original song composed to be sung entirely through sign language and dance. Though at first, the film appeared to be a stylish music video for an instrumental song, when viewers arrived at the end, they realized that the dancer they’d been watching had been singing in sign language the entire time. Viewers were then directed to an interactive website where they could “unsilence” the lyrics and reveal the powerful message hidden in the words. Outcome With no paid media, the video received an aggregate of over 1 million views – through various media channels and thanks to two weeks of free media in cinemas - and 25 million media impressions, with press coverage from across France, including TV interviews on French channel LCI and Belgium’s La Une. The PR is valued at more than $500k in earned media. Additionally, the video was nominated at the Berlin Music Video Awards, the Krakow Film Festival, and Spain’s Promofest. As a result, traffic to the La Parole Aux Sourds website increased by 247%, with an average visit time of 2:45. Donations went up a staggering 2300%, which enabled the organization to launch its first sign-language course. The inaugural session is already fully booked. Execution The music video and website were launched on March 7, 2018. With no paid media, the project relied on a surgical PR strategy and good word of mouth in order to ensure a successful roll-out. We tapped influencers and seeded the story with the deaf, music and advertising communities using custom press kits and graphics. Compelled by the campaign, France’s largest chain of cinemas, MK2, offered two weeks of free media, screening the music video before films in all of their theatres. CampaignDescription Unsilenced is the first original song sung entirely through sign language and dance. Though at first, it appeared to be a stylish music video for an instrumental, electro-pop song; by the time the viewer arrived at the end, they realized the dancer they’d been watching had been singing in sign language the entire time. From there, viewers were directed to an interactive website where they could “unsilence” the lyrics and reveal the powerful message hidden in the words.
Unsilenced
案例简介：概要 尽管世界上有超过 7000万人依靠手语交流，但我们大多数人甚至无法识别最基本的标志，让聋人与邻居、同事和熟人完全隔离。我们的简报是帮助法国非营利组织 La 假释 aux Sourds (大致翻译为 “聋人的麦克风”) 直接听人们去一个网站，在那里他们可以注册手语课程。重要的是，我们不想让听者同情聋人; 我们想通过向他们展示他们缺少的东西来激励他们学习手语。 战略 语言创造了一堵墙，将聋人与听力隔离开来。为了打破这堵墙，我们需要让听力界相信手语是一种丰富而美丽的语言，它是打开一个独特而有趣的声音世界的关键。我们决定制作一个音乐视频，正是因为 “唱歌” 是大多数人认为不能通过手语完成的事情。通过在舞蹈中隐藏我们的信息，我们让人们注意到普通人对手语知之甚少，忽视我们周围的语言是多么容易。信息本身告诉人们遭受孤立的感觉，并迫使他们参与进来。 相关性 为了帮助弥合聋人和听力社区之间的差距，我们创作了一首完全通过手语和舞蹈演唱的原创歌曲。尽管起初，这部电影似乎是一首器乐歌曲的时尚音乐视频，当观众到达终点时, 他们意识到他们一直在看的舞蹈演员一直在用手语唱歌。观众随后被引导到一个互动网站，在那里他们可以 “沉默” 歌词，并揭示隐藏在歌词中的强大信息。 结果 由于没有付费媒体，该视频通过各种媒体渠道获得了超过 100万次观看，这要归功于两周的影院免费媒体和 2500万次媒体印象, 来自法国各地的新闻报道，包括法国 LCI 频道和比利时 La Une 频道的电视采访。该公关价值超过 500 美元。此外，该视频还获得了柏林音乐视频大奖、克拉科夫电影节和西班牙宣传节的提名。因此，La 假释 Aux Sourds 网站的访问量增加了 247%，平均访问时间为 2:45。捐款增加了惊人的 2300%，这使得该组织启动了第一个手语课程。就职典礼已经订满了。 执行 音乐视频和网站于 2018年3月7日推出。由于没有付费媒体，该项目依靠外科公关战略和良好的口碑来确保成功推广。我们利用定制的新闻套件和图形，挖掘有影响力的人，并通过聋人、音乐和广告社区播下故事。在这场运动的驱使下，法国最大的连锁电影院 MK2 提供了两周的免费媒体，在所有电影院放映音乐视频之前放映电影。 活动描述 Unsilenced 是第一首完全通过手语和舞蹈演唱的原创歌曲。尽管起初，它似乎是一首乐器、电子流行歌曲的时尚音乐视频; 当观众到达终点时, 他们意识到他们一直在看的舞者一直在用手语唱歌。从那里，观众被引导到一个互动网站，在那里他们可以 “沉默” 歌词，并揭示隐藏在歌词中的强大信息。
Unsilenced
案例简介：Synopsis Though more than 70 million people around the world depend on sign language to communicate, most of us can’t even recognize the most basic signs, leaving deaf people completely isolated from their neighbours, colleagues and acquaintances. Our brief was to help French non-profit La Parole aux Sourds (which roughly translates to “A Microphone for the Deaf”) direct hearing people to a website where they could enroll in sign language classes. Importantly, we didn’t want to make hearing people pity the deaf; we wanted to inspire them to learn sign language by showing them what they were missing. Strategy Language creates a wall that isolates the deaf from the hearing. In order to break that wall, we needed to convince the hearing community that sign language was a rich and beautiful language, and that it was the key to unlocking a world of unique and interesting voices. We decided to create a music video precisely because “singing” is something most people assume can’t be done through sign language. By hiding our message in a dance, we brought attention to just how little the average person knows about sign language, and how easy it is to overlook a language that’s all around us. The message itself told people exactly what it felt like to suffer from isolation and pushed them to get involved. Relevancy In order to help bridge the gap between the deaf and hearing communities, we created Unsilenced: the first original song composed to be sung entirely through sign language and dance. Though at first, the film appeared to be a stylish music video for an instrumental song, when viewers arrived at the end, they realized that the dancer they’d been watching had been singing in sign language the entire time. Viewers were then directed to an interactive website where they could “unsilence” the lyrics and reveal the powerful message hidden in the words. Outcome With no paid media, the video received an aggregate of over 1 million views – through various media channels and thanks to two weeks of free media in cinemas - and 25 million media impressions, with press coverage from across France, including TV interviews on French channel LCI and Belgium’s La Une. The PR is valued at more than $500k in earned media. Additionally, the video was nominated at the Berlin Music Video Awards, the Krakow Film Festival, and Spain’s Promofest. As a result, traffic to the La Parole Aux Sourds website increased by 247%, with an average visit time of 2:45. Donations went up a staggering 2300%, which enabled the organization to launch its first sign-language course. The inaugural session is already fully booked. Execution The music video and website were launched on March 7, 2018. With no paid media, the project relied on a surgical PR strategy and good word of mouth in order to ensure a successful roll-out. We tapped influencers and seeded the story with the deaf, music and advertising communities using custom press kits and graphics. Compelled by the campaign, France’s largest chain of cinemas, MK2, offered two weeks of free media, screening the music video before films in all of their theatres. CampaignDescription Unsilenced is the first original song sung entirely through sign language and dance. Though at first, it appeared to be a stylish music video for an instrumental, electro-pop song; by the time the viewer arrived at the end, they realized the dancer they’d been watching had been singing in sign language the entire time. From there, viewers were directed to an interactive website where they could “unsilence” the lyrics and reveal the powerful message hidden in the words.
沉默
暂无简介
Unsilenced
暂无简介
基本信息
- 广告战役： #La Parole Aux Sourds-影视-10e3#
- 广告品牌： La Parole Aux Sourds
- 发布日期： 2018-03-07
- 行业领域： 互联网服务 , 教育/培训
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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