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有毒的托比
案例简介：为什么这项工作与品牌体验和激活相关？ BreezoMeter有这个很棒的工具，但没有足够的人使用它。因此，我们获取了在线存在的超本地空气质量数据，并将其带入了最重要的地方: 户外。 我们获取了与空气污染相关的复杂数据 (PM10 30.35 µ g/m3)，并将其转换为易于理解且无法忽略的数据。 根据世界卫生组织的数据，每年有420万人因空气污染而死亡。作为空气质量分析的领导者，风速计有责任让公众意识到危险，并改善我们呼吸的空气。 背景 英国的空气污染处于临界水平。仅在伦敦，每年就有9400例过早死亡。死亡人数比车祸多。监测空气质量的公司BreezoMeter希望政府改善污染法律。 描述创意 (投票20%) 我们重新设计了一个典型的路边纪念馆，象征着死亡，以使问题栩栩如生。但是有毒的托比不仅仅是一个泰迪熊纪念馆，他是一个环境游说者。在实时，超局部空气质量数据的支持下，当污染很高时，托比会咳嗽。污染程度越高，他咳嗽越多。每次咳嗽都会产生一条针对当地国会议员的推文，游说以改善法规。 描述策略 (投票20%) BreezoMeter是一家雄心勃勃的小公司。目前，它们通过提供最准确的空气质量数据，帮助城市和企业改善全球数百万人的健康和生活质量。但是，为了真正有所作为，他们想向立法者施加压力，以鼓励他们更新过时的现有空气污染法律。通过以一种不可忽视的方式将他们的超本地实时数据变为现实-我们相信政府将被迫倾听。 描述执行 (投票30%) 根据BreezoMeter的数据，这项运动是在2018年9月21日的零排放日发起的，托比 (Toby) 在伦敦污染最严重的街道-布里克斯顿路 (Brixton Road) 首次亮相。然后，托比 (Toby) 被安置在学校附近和高人流地区的进一步污染黑点中，这是通过对BreezoMeter的数据进行分析而获得的，这提高了人们对最需要的地方的认识，因为他在不同的选区中游说了所有73名伦敦国会议员。托比很快被纳入学校课程。不久之后，包括世界卫生组织在内的其他清洁空气组织呼吁托比代表他们。托比 (Toby) 受到了全世界媒体的关注，并很快成为该问题的国际倡导者。托比 (Toby) 超越了光明，实际上影响了英国的环境立法，使他从当地的公用事业公司变成了全球空气污染的面孔。 列出结果 (投票30%) -英国政府公布的环境法案 -10000万新闻报道视图 -由BreezoMeter担保的750万美元资金
有毒的托比
案例简介：Why is this work relevant for Brand Experience & Activation? BreezoMeter have this great tool, but not enough people were utilizing it. So, we took their hyperlocal air quality data that exists online and brought it to life where it matters most: outdoors. We took complicated data associated with air pollution (PM10 30.35 µg/m3) and transformed it into something that was easy to understand, and impossible to ignore. According to the WHO, there’s 4.2 million deaths every year as a result of air pollution. BreezoMeter felt as leaders in air quality analysis, it’s their duty to make the public aware of the dangers, and improve the air we breathe. Background Air pollution is at critical levels in the UK. In London alone, it leads to 9400 premature deaths each year. That’s more fatalities than car accidents. BreezoMeter, a company that monitors air quality, wanted the government to improve pollution laws. Describe the creative idea (20% of vote) We re-purposed a typical roadside memorial, symbolic of death, to bring the problem to life. But Toxic Toby is more than just a teddy bear memorial, he’s an environmental lobbyist. Powered by live, hyperlocal air quality data, Toby coughs when pollution is high. The higher the pollution level, the more he coughs. Every cough generated a tweet targeting the local MP, lobbying to improve regulations. Describe the strategy (20% of vote) BreezoMeter are a small company with big ambitions. They currently help cities and businesses improve the health and quality of life for millions of people worldwide, by providing the most accurate air quality data. But to truly make a difference they wanted to put pressure on lawmakers to encourage them to update existing air pollution laws which are outdated. And by bringing their hyperlocal, real-time data to life, in a way that was impossible to ignore - we believed government would be compelled to listen. Describe the execution (30% of vote) The campaign launched on 21st September 2018, Zero Emissions Day, with Toby debuting on London’s most polluted street – Brixton Road – according to BreezoMeter’s data. Toby was then placed in further pollution blackspots near schools and in high footfall areas, garnered through analysis of BreezoMeter’s data, raising awareness where it was needed most whist lobbying all 73 of London’s MPs as he made his way around the different constituencies. Toby soon became incorporated into school lessons. And before long, other clean air groups, including the World Health Organization, called for Toby to represent them. Toby received worldwide media attention and soon became the international advocate for the issue. Toby went beyond shining a light to actually influencing UK environmental legislation, turning him from a local utility, to the global face of air pollution. List the results (30% of vote) - Environment Bill published by UK government - 100 million news coverage views - $7.5 million funding secured by BreezoMeter
Toxic Toby
案例简介：为什么这项工作与品牌体验和激活相关？ BreezoMeter有这个很棒的工具，但没有足够的人使用它。因此，我们获取了在线存在的超本地空气质量数据，并将其带入了最重要的地方: 户外。 我们获取了与空气污染相关的复杂数据 (PM10 30.35 µ g/m3)，并将其转换为易于理解且无法忽略的数据。 根据世界卫生组织的数据，每年有420万人因空气污染而死亡。作为空气质量分析的领导者，风速计有责任让公众意识到危险，并改善我们呼吸的空气。 背景 英国的空气污染处于临界水平。仅在伦敦，每年就有9400例过早死亡。死亡人数比车祸多。监测空气质量的公司BreezoMeter希望政府改善污染法律。 描述创意 (投票20%) 我们重新设计了一个典型的路边纪念馆，象征着死亡，以使问题栩栩如生。但是有毒的托比不仅仅是一个泰迪熊纪念馆，他是一个环境游说者。在实时，超局部空气质量数据的支持下，当污染很高时，托比会咳嗽。污染程度越高，他咳嗽越多。每次咳嗽都会产生一条针对当地国会议员的推文，游说以改善法规。 描述策略 (投票20%) BreezoMeter是一家雄心勃勃的小公司。目前，它们通过提供最准确的空气质量数据，帮助城市和企业改善全球数百万人的健康和生活质量。但是，为了真正有所作为，他们想向立法者施加压力，以鼓励他们更新过时的现有空气污染法律。通过以一种不可忽视的方式将他们的超本地实时数据变为现实-我们相信政府将被迫倾听。 描述执行 (投票30%) 根据BreezoMeter的数据，这项运动是在2018年9月21日的零排放日发起的，托比 (Toby) 在伦敦污染最严重的街道-布里克斯顿路 (Brixton Road) 首次亮相。然后，托比 (Toby) 被安置在学校附近和高人流地区的进一步污染黑点中，这是通过对BreezoMeter的数据进行分析而获得的，这提高了人们对最需要的地方的认识，因为他在不同的选区中游说了所有73名伦敦国会议员。托比很快被纳入学校课程。不久之后，包括世界卫生组织在内的其他清洁空气组织呼吁托比代表他们。托比 (Toby) 受到了全世界媒体的关注，并很快成为该问题的国际倡导者。托比 (Toby) 超越了光明，实际上影响了英国的环境立法，使他从当地的公用事业公司变成了全球空气污染的面孔。 列出结果 (投票30%) -英国政府公布的环境法案 -10000万新闻报道视图 -由BreezoMeter担保的750万美元资金
Toxic Toby
案例简介：Why is this work relevant for Brand Experience & Activation? BreezoMeter have this great tool, but not enough people were utilizing it. So, we took their hyperlocal air quality data that exists online and brought it to life where it matters most: outdoors. We took complicated data associated with air pollution (PM10 30.35 µg/m3) and transformed it into something that was easy to understand, and impossible to ignore. According to the WHO, there’s 4.2 million deaths every year as a result of air pollution. BreezoMeter felt as leaders in air quality analysis, it’s their duty to make the public aware of the dangers, and improve the air we breathe. Background Air pollution is at critical levels in the UK. In London alone, it leads to 9400 premature deaths each year. That’s more fatalities than car accidents. BreezoMeter, a company that monitors air quality, wanted the government to improve pollution laws. Describe the creative idea (20% of vote) We re-purposed a typical roadside memorial, symbolic of death, to bring the problem to life. But Toxic Toby is more than just a teddy bear memorial, he’s an environmental lobbyist. Powered by live, hyperlocal air quality data, Toby coughs when pollution is high. The higher the pollution level, the more he coughs. Every cough generated a tweet targeting the local MP, lobbying to improve regulations. Describe the strategy (20% of vote) BreezoMeter are a small company with big ambitions. They currently help cities and businesses improve the health and quality of life for millions of people worldwide, by providing the most accurate air quality data. But to truly make a difference they wanted to put pressure on lawmakers to encourage them to update existing air pollution laws which are outdated. And by bringing their hyperlocal, real-time data to life, in a way that was impossible to ignore - we believed government would be compelled to listen. Describe the execution (30% of vote) The campaign launched on 21st September 2018, Zero Emissions Day, with Toby debuting on London’s most polluted street – Brixton Road – according to BreezoMeter’s data. Toby was then placed in further pollution blackspots near schools and in high footfall areas, garnered through analysis of BreezoMeter’s data, raising awareness where it was needed most whist lobbying all 73 of London’s MPs as he made his way around the different constituencies. Toby soon became incorporated into school lessons. And before long, other clean air groups, including the World Health Organization, called for Toby to represent them. Toby received worldwide media attention and soon became the international advocate for the issue. Toby went beyond shining a light to actually influencing UK environmental legislation, turning him from a local utility, to the global face of air pollution. List the results (30% of vote) - Environment Bill published by UK government - 100 million news coverage views - $7.5 million funding secured by BreezoMeter
有毒的托比
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Toxic Toby
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基本信息
- 广告战役： #World Health Organization (WHO)-影视-b183#
- 广告品牌： World Health Organization (WHO)
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 微电影
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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