A Story of Women, Food and Change|短视频|广告营销案例【ADGuider广告指南】

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一个关于女人、食物和变化的故事

案例简介：中东的妇女可能会统治她们的家园，但会觉得自己越来越被困在里面。他们感到被定义他们能做什么和不能做什么的社会惯例所束缚。女性想改变她们的家庭和社区，但认为她们并不总是有权改变。该运动的目标是证明每个妇女都可以成为变革的力量，不管她有多少自由。知道阿拉伯妇女从其他妇女那里获得灵感，我们讲述了真实的、赋予妇女权力的故事，这些故事是为了有所作为。《 MAGGI 日记》是作为第一批每周网络网站发布的，目的是发现作为积极变革的推动者的回报 (和挑战)。我们讲述了来自沙特阿拉伯的诺拉的故事，她直到得到政府批准开了自己的餐饮公司，雇佣了渴望工作的女性，才停下来。Sunita 把一个女孩孤儿院变成了一个对未来充满希望的地方。印度蒙纳的采茶者，尽管工作条件恶劣，但他们是快乐和对生活热情的令人振奋的例子。内容是通过一个互动生态系统放大的，包括在所有社交媒体平台上使用的自适应内容，允许实时互动，并扩展与厨房外女性的对话, 讨论他们最关心和最感兴趣的 “更大” 问题 (性别、平等、肥胖、个人满足感)。观众自己的故事和经历也是其他女性的灵感来源，证明每个女性都可以成为变革的力量。

一个关于女人、食物和变化的故事

案例简介：Women in the Middle East may rule their homes, but feel increasingly trapped inside them. They feel constrained by the social conventions that define what they can and can’t do. Women want to make a difference to their families and communities, but believe that they don’t always have the power to. The objective of the campaign was to prove that every woman can be a force for change, regardless of how much freedom she has. Knowing that Arab women draw inspiration from other women, we told true, empowering stories about women on a mission to make a difference. “MAGGI Diaries” was released as a first-of-its-kind series of weekly webisodes, to discover the rewards (and the challenges) in being an agent of positive change. We told the story of Noura from Saudi Arabia, who didn’t stop until she got government approval to open her own catering company, employing women who were eager to work. Sunita turned a girls’ orphanage into a place of hope for the future. And the tea pickers in Munnar, India, who, despite harsh working conditions, are an uplifting example of joy and enthusiasm for life. The content was amplified through an interactive ecosystem, consisting of adaptive content that was leveraged across all social media platforms, allowing real time interaction and extending the conversation with women out of the kitchen, discussing the “bigger” issues (gender, equality, obesity, personal fulfillment) that concerned and interested them the most. The audience’s own stories and experiences were also the inspiration for other women, proving that every woman can be a force for change.