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百万分之一
案例简介：写一篇关于电影中发生的事情的简短摘要 我们向世界介绍了一张前所未见的面孔。一张如此不传统，却充满梦想和抱负的面孔。我们介绍尼莎，听她谈论她的生活。最后，我们透露，她被一对好心的夫妇-Aloma和David Lobo收养-他们实际上违背了土地收养一个残疾儿童的信念。 陪审团的文化/背景信息 虽然印度是一个现代国家，但大多数印度仍然舒适地享受着时间陈旧的传统和信仰。其中一种信念是，天生残疾或生育残疾儿童的人正在偿还前世的某种业力债务。 由于这在印第安人的心灵中已经根深蒂固，残疾人普遍被社会排斥。这反映在这种孩子的收养数量上。过去一年，印度2960万孤儿中，只有42名残疾人士找到了家。 谈论这个问题意味着要对整个信仰体系进行直接的思考。但作为一个相信 “每个人都值得关心” 的品牌，我们必须这样做。正如数字和评论所显示的那样，它被大众所接受，再次让维克斯成为 “家庭照顾” 的捍卫者。 3140万观看次数 243.6亿达到 请告诉我们您是如何为单一的国家/地区/市场设计/调整您的广告系列。 Vicks的 '接触' 平台现在已经真正成为一个多国平台。但要与它所适应的每个国家相关，我们需要有一个来自该特定国家的真实洞察力。 在关注印度非凡护理的故事时，我们发现了一个令人震惊的事实，即2017年，只有42名残疾儿童被收养。对于一个人口规模如此之大的国家来说，这个数字令人沮丧。 作为一个品牌，维克斯认为每个人都值得关心，因为护理具有变革性。所以我们决定尽自己的一份力。 印度城市的互联网普及率为60%，而花费在手机上的时间有45% 花在娱乐上。由于我们的TG是年轻的城市家庭，我们决定做一个网络电影。我们还与孤儿院的准养父母分享了这部电影，鼓励他们收养有特殊需要的孩子。
百万分之一
案例简介：Write a short summary of what happens in the film We introduce to the world a face that has never been seen before. A face so unconventional, yet full of dreams and aspirations. We introduce Nisha and listen to her talking about her life. In the end, we reveal that she is adopted by a kind-hearted couple – Aloma and David Lobo – who, in fact, went against the belief of the land to adopt a disabled child. Cultural/Context information for the jury While India is a modern nation, majority of it is still comfortably couched in time-worn traditions and beliefs. One of the beliefs is that people who are born disabled or bear a disabled child are repaying some kind of a karmic debt from a previous lifetime. As this has been ingrained in the Indian psyche for generations, the disabled have been generally ostracised from society. This is reflected in the number of adoptions of such kids. In the past year, out of 29.6 million orphans in India, only 42 with disabilities found a home. Talking about this issue meant taking an entire belief system head-on. But as a brand that believes ‘Everyone deserves the touch of care’, we had to. And as the numbers and the comments show, it was well accepted by the masses, once again making Vicks a champion of ‘family care’. 31.4 million views 243.6 million reach Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. Vicks' 'Touch of Care' platform has now truly become a multi-country platform. But to be relevant to each country it is adapted in, we need to have a truthful insight from that particular country. While looking out for stories of extraordinary care in India, we came across a startling fact that in 2017, only 42 children with disabilities were adopted. For a country with the size of the population it has, this number was, well, disheartening. As a brand, Vicks believes that everyone deserves care because care is transformative. So we decided to do our bit. Internet penetration in urban India is 60% and 45% of time spent on mobile is spent on entertainment. Since our TG was young urban families, we decided to do an online film. We also shared the film with prospective adoptive parents at orphanages to encourage them to adopt kids with special needs.
One In A Million
案例简介：写一篇关于电影中发生的事情的简短摘要 我们向世界介绍了一张前所未见的面孔。一张如此不传统，却充满梦想和抱负的面孔。我们介绍尼莎，听她谈论她的生活。最后，我们透露，她被一对好心的夫妇-Aloma和David Lobo收养-他们实际上违背了土地收养一个残疾儿童的信念。 陪审团的文化/背景信息 虽然印度是一个现代国家，但大多数印度仍然舒适地享受着时间陈旧的传统和信仰。其中一种信念是，天生残疾或生育残疾儿童的人正在偿还前世的某种业力债务。 由于这在印第安人的心灵中已经根深蒂固，残疾人普遍被社会排斥。这反映在这种孩子的收养数量上。过去一年，印度2960万孤儿中，只有42名残疾人士找到了家。 谈论这个问题意味着要对整个信仰体系进行直接的思考。但作为一个相信 “每个人都值得关心” 的品牌，我们必须这样做。正如数字和评论所显示的那样，它被大众所接受，再次让维克斯成为 “家庭照顾” 的捍卫者。 3140万观看次数 243.6亿达到 请告诉我们您是如何为单一的国家/地区/市场设计/调整您的广告系列。 Vicks的 '接触' 平台现在已经真正成为一个多国平台。但要与它所适应的每个国家相关，我们需要有一个来自该特定国家的真实洞察力。 在关注印度非凡护理的故事时，我们发现了一个令人震惊的事实，即2017年，只有42名残疾儿童被收养。对于一个人口规模如此之大的国家来说，这个数字令人沮丧。 作为一个品牌，维克斯认为每个人都值得关心，因为护理具有变革性。所以我们决定尽自己的一份力。 印度城市的互联网普及率为60%，而花费在手机上的时间有45% 花在娱乐上。由于我们的TG是年轻的城市家庭，我们决定做一个网络电影。我们还与孤儿院的准养父母分享了这部电影，鼓励他们收养有特殊需要的孩子。
One In A Million
案例简介：Write a short summary of what happens in the film We introduce to the world a face that has never been seen before. A face so unconventional, yet full of dreams and aspirations. We introduce Nisha and listen to her talking about her life. In the end, we reveal that she is adopted by a kind-hearted couple – Aloma and David Lobo – who, in fact, went against the belief of the land to adopt a disabled child. Cultural/Context information for the jury While India is a modern nation, majority of it is still comfortably couched in time-worn traditions and beliefs. One of the beliefs is that people who are born disabled or bear a disabled child are repaying some kind of a karmic debt from a previous lifetime. As this has been ingrained in the Indian psyche for generations, the disabled have been generally ostracised from society. This is reflected in the number of adoptions of such kids. In the past year, out of 29.6 million orphans in India, only 42 with disabilities found a home. Talking about this issue meant taking an entire belief system head-on. But as a brand that believes ‘Everyone deserves the touch of care’, we had to. And as the numbers and the comments show, it was well accepted by the masses, once again making Vicks a champion of ‘family care’. 31.4 million views 243.6 million reach Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. Vicks' 'Touch of Care' platform has now truly become a multi-country platform. But to be relevant to each country it is adapted in, we need to have a truthful insight from that particular country. While looking out for stories of extraordinary care in India, we came across a startling fact that in 2017, only 42 children with disabilities were adopted. For a country with the size of the population it has, this number was, well, disheartening. As a brand, Vicks believes that everyone deserves care because care is transformative. So we decided to do our bit. Internet penetration in urban India is 60% and 45% of time spent on mobile is spent on entertainment. Since our TG was young urban families, we decided to do an online film. We also shared the film with prospective adoptive parents at orphanages to encourage them to adopt kids with special needs.
百万分之一
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One In A Million
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