Proud Dads|微电影|广告营销案例【ADGuider广告指南】

骄傲的爸爸

案例简介：为什么这项工作与品牌体验和激活相关？都柏林巴士被列为欧洲最好的男女同性恋、双性恋和变性者雇主之一。支持多样性和促进接受度是品牌的内在特征，作为公共服务提供商，向员工和公众传达这一信息非常重要。品牌激活是这个项目的关键，因为我们需要在一个真实的事件 “骄傲” 中做出改变。这一天给了我们一个平台，让我们接触到LGBTQ社区和都柏林全体人民。都柏林巴士的口头禅是 “每一次旅行都很重要”，在骄傲 2018，这从来没有比这更真实。背景爱尔兰已经从一个信奉天主教的保守国家转变为一个自由主义国家，成为第一个通过普选 2015年使同性婚姻合法化的国家。2018 是都柏林巴士支持都柏林骄傲游行的第十个年头。为了纪念这一里程碑，他们想做一些有意义的事情，让LGBTQ社区和公众知道他们倡导平等和包容。2018 骄傲节以 “我们是一家人” 为主题。我们的简报是利用这个主题，以及都柏林巴士作为骄傲赞助商的地位，为LGBTQ社区做一些有价值的事情。描述创意 (20% 的选票) 自 2015 以来，LGBTQ社区以其合法权利为荣。然而，他们中的许多人走路时没有同样重要的东西，也没有父亲的支持。我们意识到，要使爱尔兰成为一个真正接受、自由和自豪的国家，我们需要赢得父亲们的支持。这让我们想到了这个想法 -- 骄傲的爸爸。我们给了爱尔兰的父亲一辆车来表达他们的爱和支持。来自爱尔兰各地的 100 的父亲在都柏林的公共汽车上接他们的LGBTQ孩子，并让他们感到自豪，使爱尔兰成为一个真正自豪的国家。描述策略 (20% 的选票) 这种激活的主要目标受众是LGBTQ社区及其家庭成员。次要观众都是都柏林巴士的顾客，所以我们制作了一个社交视频与他们分享。今年骄傲的主题是 “我们是一家人”。多年来，都柏林巴士注意到许多骄傲的家庭成员不去骄傲，他们觉得这不是他们的地方。都柏林巴士希望确保今年他们确实去了，使它成为一个比以往任何时候都更具包容性的活动，并推动爱尔兰朝着完全接受LGBTQ社区的方向前进。都柏林巴士使用了他们的产品，一些简单的公共汽车，并将它们转化为在世界各地传递爱和支持信息的车辆。描述执行情况 (30% 的选票) 在骄傲的前几周，我们搜索了全国，招募了数百名父亲，让他们的孩子在都柏林的公共汽车上感到自豪，从而给他们带来惊喜。来自爱尔兰各地的爸爸都上船了。都柏林巴士为这些爸爸提供了一辆车，以表达他们对骄傲的爱和支持。在这样做的时候，它向社区，爸爸发出了一个强烈的信息，欢迎你骄傲，你的孩子想要，需要和重视你的支持。那天，我们专注于拍摄一些让他们的孩子惊讶的父亲，以及随之而来的眼泪，让我们的观众在社交和媒体上感受到这一天的味道。当glitter在Pride之后安顿下来后，该视频在社交网站上发布，并发送给LGBTQ影响者和媒体。从那里，视频被全球媒体和数百万人接收列出结果 (30% 的选票) 骄傲的父亲的出现对他们的孩子、LGBTQ社区和世界各地的人们产生了深远的影响。这个社交视频在第一周被浏览了 750万次。有机股票推动了这场运动的发展，我们融化了从公众到名人再到政治家的每一个人的心。骄傲的父亲在 17 个国家的编辑和广播报道中出现; 90 篇文章出现在 70 份出版物中。所有这些导致了全球大约 1.36亿种印象。对都柏林巴士的积极情绪飙升，许多人评论说他们再也不会抱怨都柏林巴士了!然而，最重要的结果是让爱尔兰进一步走向完全接受男女同性恋、双性恋和变性者。请告诉我们激发您的活动的社会行为和/或文化见解爱尔兰已经从一个信奉天主教的保守国家转变为一个更加自由和接受的国家，成为第一个通过普选 2015年使同性婚姻合法化的国家。然而，在爱尔兰，父亲仍然代表着保守的观点。他们的存在在骄傲游行中消失了，他们的支持也消失了。我们知道，为了让爱尔兰进一步走向完全接受LGBTQ，我们需要让父亲加入。事实证明，他们所需要的只是搭车。

骄傲的爸爸

案例简介：Why is this work relevant for Brand Experience & Activation? Dublin Bus is held up as one of Europe’s best in class LGBTQ employers. Supporting diversity and fostering acceptance is intrinsic to the brand, and as a public service provider, it’s a message that is important to convey to both employees and the public. A brand activation was key to this project as we needed to make change happen at a real event, Pride. The day gave us a platform to reach the LGBTQ community and people of Dublin en masse. Dublin Bus’ mantra is ‘Every Journey Matters’, and it was never truer that at Pride 2018. Background Ireland has transformed from a conservative country with Catholic views, to a liberal one, becoming the first country to legalise gay marriage by popular vote in 2015. 2018 was Dublin Bus’ 10th year supporting Dublin’s Pride parade. To mark this milestone, they wanted to do something meaningful to let the LGBTQ community, and general public, know that they champion equality and inclusivity. The 2018 Pride festival was themed ‘We are family’. Our brief was to use this theme, and Dublin Bus’s position as a Pride sponsor, to do something of value for the LGBTQ community. Describe the creative idea (20% of vote) Since 2015, the LGBTQ community walk in Pride with their legal rights. However, many of them walk without something equally important, the support of their father. We realised that to make Ireland a truly accepting, liberal and proud country, we needed to win the support of the dads. This led us to the idea – Proud Dads. We gave the fathers of Ireland a vehicle to show their love and support. 100’s of dads from all over Ireland picked up their LGBTQ kids on a Dublin Bus and brought them to Pride, moving Ireland forward to become a truly proud country. Describe the strategy (20% of vote) The primary target audience for this activation was the LGBTQ community and their family members. The secondary audience was all Dublin Bus customers, so we created a social video to share with them and beyond. The theme of this year’s Pride was ‘We are Family’. Over the years, Dublin Bus noticed that a lot of proud family members don’t go to Pride, they don’t feel it’s their place. Dublin Bus wanted to ensure that this year, they did go, making it a more inclusive event than ever before, and moving Ireland forward towards total acceptance of the LGBTQ community. Dublin Bus used their product, a few simple buses, and transformed them into vehicles that drove a message of love and support around the world. Describe the execution (30% of vote) In the weeks leading up to Pride, we scoured the country, recruiting hundreds of Dads to surprise their children by bringing them to Pride on a Dublin Bus. Dads from all over Ireland got on board. Dublin Bus literally provided a vehicle for these dads to show their love and support at Pride. In doing so it sent a strong message to the community, Dads, you are welcome at Pride and your kids want, need and value your support. On the day, we focused on filming a few of the dads surprising their children and the tears that ensued to give a flavour of the day to our audience on social and to the press. When the glitter had settled after Pride, the video was released on social and sent out to LGBTQ influencers and media. From there, the video was picked up by global media and millions of people List the results (30% of vote) The presence of the Proud Dads had a profound impact on their kids, the LGBTQ community and people around the world. The social video was viewed 7.5 million times in the first week. Organic shares drove the reach of the campaign and we melted the hearts of everyone from the public to celebrities to politicians. Proud Dads featured in editorial and broadcast coverage in 17 countries; 90 articles appeared in 70 publications. All of this led to approximately 136 million impressions across the globe. Positive sentiment for Dublin Bus soared, with many people commenting that they will never complain about Dublin Bus again! The most important result however, was bringing Ireland further on the journey towards total LGBTQ acceptance. Please tell us about the social behaviour and/or cultural insights that inspired your campaign Ireland has transformed from a conservative country with Catholic roots, to a more liberal and accepting one, becoming the first country to legalise same-sex marriage by popular vote in 2015. However, in Ireland, fathers still represent a conservative viewpoint. Their presence has been missing from the Pride parade, and their support has been missing from the LGBTQ community. We knew that in order to bring Ireland further on its journey towards total LGBTQ acceptance, we needed to get the dads onboard. It turns out, all they needed, was a lift.

Proud Dads

案例简介：为什么这项工作与品牌体验和激活相关？都柏林巴士被列为欧洲最好的男女同性恋、双性恋和变性者雇主之一。支持多样性和促进接受度是品牌的内在特征，作为公共服务提供商，向员工和公众传达这一信息非常重要。品牌激活是这个项目的关键，因为我们需要在一个真实的事件 “骄傲” 中做出改变。这一天给了我们一个平台，让我们接触到LGBTQ社区和都柏林全体人民。都柏林巴士的口头禅是 “每一次旅行都很重要”，在骄傲 2018，这从来没有比这更真实。背景爱尔兰已经从一个信奉天主教的保守国家转变为一个自由主义国家，成为第一个通过普选 2015年使同性婚姻合法化的国家。2018 是都柏林巴士支持都柏林骄傲游行的第十个年头。为了纪念这一里程碑，他们想做一些有意义的事情，让LGBTQ社区和公众知道他们倡导平等和包容。2018 骄傲节以 “我们是一家人” 为主题。我们的简报是利用这个主题，以及都柏林巴士作为骄傲赞助商的地位，为LGBTQ社区做一些有价值的事情。描述创意 (20% 的选票) 自 2015 以来，LGBTQ社区以其合法权利为荣。然而，他们中的许多人走路时没有同样重要的东西，也没有父亲的支持。我们意识到，要使爱尔兰成为一个真正接受、自由和自豪的国家，我们需要赢得父亲们的支持。这让我们想到了这个想法 -- 骄傲的爸爸。我们给了爱尔兰的父亲一辆车来表达他们的爱和支持。来自爱尔兰各地的 100 的父亲在都柏林的公共汽车上接他们的LGBTQ孩子，并让他们感到自豪，使爱尔兰成为一个真正自豪的国家。描述策略 (20% 的选票) 这种激活的主要目标受众是LGBTQ社区及其家庭成员。次要观众都是都柏林巴士的顾客，所以我们制作了一个社交视频与他们分享。今年骄傲的主题是 “我们是一家人”。多年来，都柏林巴士注意到许多骄傲的家庭成员不去骄傲，他们觉得这不是他们的地方。都柏林巴士希望确保今年他们确实去了，使它成为一个比以往任何时候都更具包容性的活动，并推动爱尔兰朝着完全接受LGBTQ社区的方向前进。都柏林巴士使用了他们的产品，一些简单的公共汽车，并将它们转化为在世界各地传递爱和支持信息的车辆。描述执行情况 (30% 的选票) 在骄傲的前几周，我们搜索了全国，招募了数百名父亲，让他们的孩子在都柏林的公共汽车上感到自豪，从而给他们带来惊喜。来自爱尔兰各地的爸爸都上船了。都柏林巴士为这些爸爸提供了一辆车，以表达他们对骄傲的爱和支持。在这样做的时候，它向社区，爸爸发出了一个强烈的信息，欢迎你骄傲，你的孩子想要，需要和重视你的支持。那天，我们专注于拍摄一些让他们的孩子惊讶的父亲，以及随之而来的眼泪，让我们的观众在社交和媒体上感受到这一天的味道。当glitter在Pride之后安顿下来后，该视频在社交网站上发布，并发送给LGBTQ影响者和媒体。从那里，视频被全球媒体和数百万人接收列出结果 (30% 的选票) 骄傲的父亲的出现对他们的孩子、LGBTQ社区和世界各地的人们产生了深远的影响。这个社交视频在第一周被浏览了 750万次。有机股票推动了这场运动的发展，我们融化了从公众到名人再到政治家的每一个人的心。骄傲的父亲在 17 个国家的编辑和广播报道中出现; 90 篇文章出现在 70 份出版物中。所有这些导致了全球大约 1.36亿种印象。对都柏林巴士的积极情绪飙升，许多人评论说他们再也不会抱怨都柏林巴士了!然而，最重要的结果是让爱尔兰进一步走向完全接受男女同性恋、双性恋和变性者。请告诉我们激发您的活动的社会行为和/或文化见解爱尔兰已经从一个信奉天主教的保守国家转变为一个更加自由和接受的国家，成为第一个通过普选 2015年使同性婚姻合法化的国家。然而，在爱尔兰，父亲仍然代表着保守的观点。他们的存在在骄傲游行中消失了，他们的支持也消失了。我们知道，为了让爱尔兰进一步走向完全接受LGBTQ，我们需要让父亲加入。事实证明，他们所需要的只是搭车。

Proud Dads

案例简介：Why is this work relevant for Brand Experience & Activation? Dublin Bus is held up as one of Europe’s best in class LGBTQ employers. Supporting diversity and fostering acceptance is intrinsic to the brand, and as a public service provider, it’s a message that is important to convey to both employees and the public. A brand activation was key to this project as we needed to make change happen at a real event, Pride. The day gave us a platform to reach the LGBTQ community and people of Dublin en masse. Dublin Bus’ mantra is ‘Every Journey Matters’, and it was never truer that at Pride 2018. Background Ireland has transformed from a conservative country with Catholic views, to a liberal one, becoming the first country to legalise gay marriage by popular vote in 2015. 2018 was Dublin Bus’ 10th year supporting Dublin’s Pride parade. To mark this milestone, they wanted to do something meaningful to let the LGBTQ community, and general public, know that they champion equality and inclusivity. The 2018 Pride festival was themed ‘We are family’. Our brief was to use this theme, and Dublin Bus’s position as a Pride sponsor, to do something of value for the LGBTQ community. Describe the creative idea (20% of vote) Since 2015, the LGBTQ community walk in Pride with their legal rights. However, many of them walk without something equally important, the support of their father. We realised that to make Ireland a truly accepting, liberal and proud country, we needed to win the support of the dads. This led us to the idea – Proud Dads. We gave the fathers of Ireland a vehicle to show their love and support. 100’s of dads from all over Ireland picked up their LGBTQ kids on a Dublin Bus and brought them to Pride, moving Ireland forward to become a truly proud country. Describe the strategy (20% of vote) The primary target audience for this activation was the LGBTQ community and their family members. The secondary audience was all Dublin Bus customers, so we created a social video to share with them and beyond. The theme of this year’s Pride was ‘We are Family’. Over the years, Dublin Bus noticed that a lot of proud family members don’t go to Pride, they don’t feel it’s their place. Dublin Bus wanted to ensure that this year, they did go, making it a more inclusive event than ever before, and moving Ireland forward towards total acceptance of the LGBTQ community. Dublin Bus used their product, a few simple buses, and transformed them into vehicles that drove a message of love and support around the world. Describe the execution (30% of vote) In the weeks leading up to Pride, we scoured the country, recruiting hundreds of Dads to surprise their children by bringing them to Pride on a Dublin Bus. Dads from all over Ireland got on board. Dublin Bus literally provided a vehicle for these dads to show their love and support at Pride. In doing so it sent a strong message to the community, Dads, you are welcome at Pride and your kids want, need and value your support. On the day, we focused on filming a few of the dads surprising their children and the tears that ensued to give a flavour of the day to our audience on social and to the press. When the glitter had settled after Pride, the video was released on social and sent out to LGBTQ influencers and media. From there, the video was picked up by global media and millions of people List the results (30% of vote) The presence of the Proud Dads had a profound impact on their kids, the LGBTQ community and people around the world. The social video was viewed 7.5 million times in the first week. Organic shares drove the reach of the campaign and we melted the hearts of everyone from the public to celebrities to politicians. Proud Dads featured in editorial and broadcast coverage in 17 countries; 90 articles appeared in 70 publications. All of this led to approximately 136 million impressions across the globe. Positive sentiment for Dublin Bus soared, with many people commenting that they will never complain about Dublin Bus again! The most important result however, was bringing Ireland further on the journey towards total LGBTQ acceptance. Please tell us about the social behaviour and/or cultural insights that inspired your campaign Ireland has transformed from a conservative country with Catholic roots, to a more liberal and accepting one, becoming the first country to legalise same-sex marriage by popular vote in 2015. However, in Ireland, fathers still represent a conservative viewpoint. Their presence has been missing from the Pride parade, and their support has been missing from the LGBTQ community. We knew that in order to bring Ireland further on its journey towards total LGBTQ acceptance, we needed to get the dads onboard. It turns out, all they needed, was a lift.

骄傲的爸爸

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Proud Dads

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骄傲的爸爸

骄傲的爸爸

Proud Dads

Proud Dads

骄傲的爸爸

Proud Dads

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