Unboxing the Truth|海报/平面|广告营销案例【ADGuider广告指南】

解开真相

案例简介：背景今天全世界有 4000万奴隶。奴隶制隐藏在供应链深处，消费者不可能看到。汤森路透基金会是打击奴隶制的领导者 -- 为公司提供了一个在生产过程中识别奴隶制的项目 -- 但需要在消费者中掀起一股浪潮才能真正产生影响。目的是提高千禧一代消费者对产品供应链中强迫劳动的认识并引发对话，让他们在不羞辱公司的情况下重新思考自己的购买习惯。衡量成功的标准是: -YouTube 和其他社交渠道上的有机观点，无需付费支持 -有机 PR 覆盖 -关于强迫劳动的社会对话中的提升 -对基金会网站的独特访问预算: ~ 5 万美元媒体预算: 0 美元 Unboxings 通过汤森路透基金会渠道通过社交媒体发布，并通过 YouTube，Facebook，Twitter 和 Instagram 发布影响者 (每种产品约 10 篇帖子)。描述创意 (40% 的选票) 汤森路透基金会促进全球社会经济进步，报道世界上报道最多的新闻报道。该基金会有一种技术来检测公司供应链中的奴隶制。但是今天的奴隶制比历史上任何时候都糟糕。它隐藏在我们今天购买的所有东西的供应链中。在政府和立法努力跟上社会变革速度的时代，企业活动从未像现在这样重要。我们需要在我们的目标千禧一代消费者中创造一个热潮。尽管有激进主义文化，但在过去三年里，关于强迫劳动的帖子少于 400k。我们创造了三种通常在奴隶制行业生产的产品 (但我们在道德上和从头开始): 鞋子 (时尚)，化妆 (美容) 和耳机 (科技)。我们将它们发送给最有影响力的人，包括隐藏的信息，这样他们就可以解开真相。描述执行情况 (40% 的选票) 我们创造了三个在奴隶制流行行业生产的产品 -- 道德上和从头开始 -- 以及设计中关于奴隶制的嵌入事实，以这种方式象征着奴隶制隐藏在供应链中的方式。定制运动鞋利用了今天血汗工厂戏剧化的元素。它独一无二的化妆品讲述了非法开采云母的故事，包括实际的云母。耳机戴上后，播放了一位前奴隶谈论不人道矿山条件的录音。每一个细节都是为了讲述一个故事，因为产品是拆箱的，有照片、事实和第一手资料。你只有仔细看看才能知道这个故事。我们将它们发送给顶级影响者 (总共 250万名订户) 以 unbox。拆箱是 YouTube 上五分之一的人正在观看的一种现象。运动鞋的设计获得了如此多的压力，它在美术馆展出了 24 款有史以来最具标志性的运动鞋。列出结果 (20% 的选票) 通过在 NBA 决赛期间发布运动鞋，在 Cyber Monday 期间发布耳机，以及在假日购物期间化妆，我们点燃了全球对话。 -1600万 + 总媒体印象 -154% 的流量增加到基金会的网站 -56% 关于强迫劳动的谈话增加 -Unboxer 的完成率提高 33% -在媒体上花费 0 美元 -R/运动鞋 reddit 首页雅克 · 斯莱德的视频产生了 60 多篇媒体文章，使其成为覆盖最广的鞋子 2018年。(威尔 · 史密斯的新乔丹 5s 视频位居第二，仅产生了 8 个)。 Unboxings 获得了如此全球性的新闻报道，这款运动鞋与 24 款有史以来最具标志性的运动鞋一起展出，其中包括多产的艺术家，如 Damien Hirst 和 Takashi Murakami。无数消费者致力于改变社会习惯。福布斯写道: “斯莱德以惊人的速度和规模传播信息。”

解开真相

案例简介：Background Today there are 40 million slaves worldwide. Hidden deep within supply chains, slavery has been impossible for consumers to see. Thomson Reuters Foundation is a leader in combating slavery — providing companies a program which identifies slavery in their production processes — but needed to generate a groundswell among consumers to really make an impact. The objective was to raise awareness of and generate conversation among millennial consumers about forced labor in products’ supply chains, making them rethink their purchasing habits without shaming companies. Success would be measured by: - organic views on YouTube and other social channels, without paid support - organic PR coverage - uplift in social conversation about forced labor - unique visits to the Foundation website Budget: ~$55k Media budget: $0 The unboxings were released via social media through Thomson Reuters Foundation channels and influencers via YouTube, Facebook, Twitter and Instagram (~10 posts on each product). Describe the creative idea (40% of vote) The Thomson Reuters Foundation promotes socioeconomic progress worldwide and report on the world’s most underreported news stories. The Foundation has a technology to detect slavery in company supply chains. But slavery today is worse than at any other time in history. It’s hidden within supply chains of everything we buy today. In an age when governments and legislation struggle to keep up with the speed of societal change, corporate activism has never been more critical. We needed to create a groundswell among our target, millennial consumers. Despite activism culture, there are <400k posts about forced labor over the past three years. We created three products usually manufactured in slavery-prevalent industries (but we did it ethically and from scratch): shoes (fashion), makeup (beauty), and headphones (tech). We sent them, complete with hidden messages, to top influencers so they could unbox the truth. Describe the execution (40% of vote) We created three products manufactured in slavery-prevalent industries — ethically and from scratch — and embedded facts about slavery in the design, in this way symbolizing the way slavery is hidden in supply chains. The custom sneaker utilized elements that dramatize today’s sweatshops. Its one-of-a-kind makeup told the story of illegally mined mica, and included actual mica. The headphones, when worn, played a recording of a former slave talking about inhumane mine conditions. Every detail was crafted to tell a story as the products were unboxed, with photos, facts and firsthand accounts. You could only know the story by taking a closer look. We sent them to top influencers (combined 2.5 million subscribers) to unbox. Unboxing is a phenomenon one in five people on YouTube are watching. The sneaker design gained so much press it was featured at an art gallery among 24 of the most iconic sneakers ever made. List the results (20% of vote) By releasing the sneaker during NBA finals, headphones during Cyber Monday, and makeup during holiday shopping, we ignited a global conversation. - 16 million+ total media impressions - 154% increase in traffic to the Foundation’s site - 56% increased conversation on forced labor - 33% increase in unboxer's completion rates - $0 spent on media - Front page of r/sneaker reddit Jacques Slade’s video generated over 60 media articles, making it the most widely covered shoe drop of 2018. (Will Smith’s video of the new Jordan 5s came in second, generating only eight). The unboxings received such global press coverage, the sneaker was featured alongside 24 of the most iconic sneakers ever made, in an art exhibit that included prolific artists such as Damien Hirst and Takashi Murakami. Countless consumers committed on social to changing habits. Forbes wrote: “Slade spread a message at a pace and scale that is breathtaking.”