Generation Lockdown|微电影|广告营销案例【ADGuider广告指南】

一代锁定

案例简介：写一个关于电影中发生的事情的简短总结这部两分钟的电影围绕着在加州国家城的一个真正的工作场所进行的一次积极的射击演习展开。关键时刻到来了，员工们聚集在一起，期待看到一位经验丰富的教官来教他们。相反，教他们如何在武装枪手中幸存下来的专家是一名 11 岁的女孩，她详细背诵了她在学校学到的指令。当工作人员怀疑地看着对方时，房间里的情绪会立即转移。这种情绪建立了又建立，几个工作人员被看到哭泣。这部电影以一首可怕的歌曲结束，年轻女孩和数百万其他孩子在学校学习记住在活跃的射击场景中该做什么。陪审团的文化/背景信息在美国 95% 的公立学校，封锁训练和数学和科学一样普遍。学生们学习可怕的课程，比如如何用桌子堵住门，以及如何在马桶座上保持平衡，这样持枪者就看不见他们的脚了。为我们的生命游行 -- 在帕克兰枪击事件的悲剧后出现的学生领导的组织，佛罗里达 -- 认为政治家们已经将防止大规模枪击的责任转移到了孩子身上 -- 迫使数百万人成为自己生存的专家，而不是解决任何有意义的枪支改革。我们的目标是改变这种状况。《三月为我们的生活》创作了这部电影，以争取对真正解决方案的支持42 《背景检查扩张法案》，该法案堵塞了枪支法的漏洞，阻止有犯罪或精神卫生历史的人购买枪支。请告诉我们您是如何为其播出的单个国家/地区/市场设计/调整您的活动的。这场运动只能在美国市场进行。校园枪击案的流行是美国独有的，这场运动直接与该国的父母和政治家进行了对话。单一市场也影响了竞选的时机。总统选举周期在美国每四年发生一次。这场运动是在许多总统候选人确定他们的议程期间发起的。通过吸引数百万父母和选民关于枪支改革的信息，这部电影提出了一个重要的问题，并直接影响了几位候选人的政策和承诺

一代锁定

案例简介：Write a short summary of what happens in the film The two-minute film centers around an active shooter drill conducted at a real workplace in National City, California. The pivotal moment comes when staff gather expecting to see an experienced drill instructor who will teach them. Instead, the expert teaching them how to survive an armed gunman is an 11-year-old girl reciting the instructions she learned at school in disturbing detail. The mood in the room instantly shifts as the staff look to one another in disbelief. The emotion builds and builds, and several staff members are seen crying. The film closes with a terrifying song the young girl and millions of other children learn at school to remember what to do in an active shooter situation. Cultural/Context information for the jury In 95% of public schools in the United States, lockdown drills are as common as math and science. Students learn terrifying lessons like how to barricade doors with tables and how to balance on toilet seats so that gunmen can’t see their feet. March For Our Lives — the student-led organization that emerged in the tragic wake of the shooting in Parkland, Florida — believes politicians have shifted the responsibility of preventing mass shooting to kids — forcing millions of them to become experts in their own survival instead of tackling any meaningful gun reform. Our objective is to change that. March For Our Lives has created this film to rally support for a real solution — the S. 42 Background Check Expansion Act, which closes loopholes in gun laws and stops people with a criminal or mental health history from purchasing guns. Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. This campaign could only have run in the US market. The epidemic of school shooting is unique to the United States and this campaign spoke directly to the country’s parents and politicians. The single-market also effected the timing of the campaign. The presidential election cycle occurs every four years in the United States. This campaign was launched during the period many presidential candidates are defining their agenda. By captivating millions of parents and voters with a message about gun reform, this film put an important issue on the table and directly influenced the policies and promises made by several candidates