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对于索菲亚
案例简介：结果 该运动的目标是在瑞典推销对更多世界父母 (每月捐助者) 的需求 -- 但结果远远不止于此。我们虚构的虚拟女孩索菲亚在全球范围内产生了巨大的影响，这场运动为这个 6.63亿人的特定主题赢得了媒体的关注。这部电影在 Facebook 、 Instagram 和 YouTube 上有 987 次观看，这是联合国儿童基金会瑞典办事处的新纪录。但最重要的是，与去年同期相比，我们招募了 37% 名世界家长。 战略 我们的战略是找到一种新的和创新的方式来克服非政府组织众所周知的劣势 -- 新闻媒体倾向于一种危机，一种主题, 当时有一个领域 -- 让它成为我们整个想法的燃料。与此同时，我们的运动需要保护儿童的完整性。我们决定创造一个虚拟的女孩，她可以成为所有从未见过或听过的孩子的脸和声音。确保我们使用了来自被忽视的紧急区域的真实孩子的脸，以及真实的故事，我们确保索菲亚，尽管虚构了, 将带来最真实的信息，以吸引记者强调这个主题。 执行 实施我们使用 “面部研究” 工具，将儿童基金会紧急地区的 500 幅儿童图像组合在一起。最终的图像安装在我们的 3D 模型上，这是通过使用我们的摄影测量 3D 扫描仪扫描一个类似于变形图像的女演员来制作的。脸谱是我们拍摄这部电影的主要频道。我们在 YouTube 上添加了它，让记者更容易用作内容。这部电影得到了公共关系和联合国儿童基金会自有频道的大力支持。这部电影还在斯德哥尔摩艺术周的著名画廊杜尔展出。TimelineThe campaign 在 4月12日至 2016年5月2日之间进行，并在 Facebook 上推出了这部电影。其次是媒体和博客推广。儿童基金会的大使在他们自己的渠道中强调了这一运动，并讲述了没有人谈论的紧急情况下儿童的故事。 概要 联合国儿童基金会努力给世界各地的每个孩子一个公平的生活机会。我们的使命和运动的目标是在瑞典市场上需要更多的世界父母 (每月捐助者) 来帮助世界各地的紧急地区。但是许多这些紧急地区被媒体忽视，因此潜在的每月捐助者看不到。 相关性 编辑媒体倾向于一次关注一场人类灾难。我们发起了一场公关活动，强调所有生活在记者雷达被忽视的紧急区域的儿童。在这个问题上，我们赢得了 6.63亿人的媒体关注。 活动描述 如果一个孩子能给世界上所有在紧急地区既看不见也听不到的孩子一张脸和一个声音，会怎么样？# 索菲亚。我们使用了联合国儿童基金会紧急地区的 500 张儿童图片，并将它们变成了一个女孩。我们给她取名索非亚 (世界上最常见的女孩名字)。然后我们得到了来自《人猿星球》和《阿凡达》的 3D 动画师，让她复活。在一部脸谱电影中，索非亚可以给所有今天没有被听到或看到的孩子一个声音和一个脸。行动呼吁: “帮助没有人看到的孩子。加入我们为更美好的未来而战。为了每个孩子。成为今天的全球家长。Unicef.se/sofia”
对于索菲亚
案例简介：Outcome The campaign objective was to market the need for more World Parents (monthly donors) in Sweden – but the outcome was a lot more than that. Our made up virtual girl Sofia made a huge impact all over the globe and the campaign got an earned media reach for this particular subject of 663 million people. The film had 987 000 views on Facebook, Instagram and YouTube, which is a new record for UNICEF Sweden. But most importantly, we recruited 37% more World Parents compared to the same campaign period in the previous year. Strategy Our strategy was to find a new and innovative way of taking a well known disadvantage for NGO’s – that news media favors one crisis, one subject, one area at the time – and make it the fuel of our whole idea. And at the same time, our campaign need to protect the children’s integrity. We decided to create a virtual girl who could be the face and the voice for all the children never seen or heard. Making sure that we used the faces of real children from neglected emergency areas, and real stories, we made sure that Sofia, although made up, would bring the realest message there is in a way that would intrigue journalists to highlight the subject. Execution ImplementationWe morphed together 500 images of children in UNICEF emergency areas, using the tool Face Research. The final image was mounted on our 3D-model, which was made by scanning an actress similar to the morphed image, using our photogrammetry 3D scanner. PlacementFacebook was our main channel for the film. We added it on YouTube, to make it easier for journalists to use as content. The film was strongly supported by PR and UNICEF:s owned channels. The film was also exhibited on Stockholm Art Week, in prestigious Gallery Duerr. TimelineThe campaign ran ran between 12th April - 2th May 2016, and was launched with the film on Facebook. Followed by a media and blogger outreach. UNICEF’s Ambassadors highlighted the campaign in their own channels and told the stories of children in emergencies that no one talks about. Synopsis UNICEF works to give every child, everywhere, a fair chance in life. Our mission and the campaign’s objective was to market the need for more World Parents (monthly donors) in Sweden to help out in emergency areas all over the world. But a lot of these emergency areas are neglected by the media, and therefore invisible to the potential monthly donors. Relevancy Editorial media tend to focus on one human catastrophe at a time. We made a PR-campaign to highlight all the children living in neglected emergency areas of the journalist’s radar. And we got an earned media reach of 663 million people on the subject. CampaignDescription What if one child could give a face and a voice for all the children that are neither seen or heard in emergency areas across the world? #For Sofia. We used 500 images of children in UNICEF emergency areas and morphed them into one girl. We named her Sofia (the world's most common girls name). Then we got the 3D animators from Planet of the Apes and Avatar to bring her to life. In a Facebook film, Sofia could give a voice – and a face – to all those children who are not heard or seen today. The call to action: "Help the children no one sees. Join us in the fight for a better future. For every child. Become a Global Parent today. unicef.se/sofia”
For Sofia
案例简介：结果 该运动的目标是在瑞典推销对更多世界父母 (每月捐助者) 的需求 -- 但结果远远不止于此。我们虚构的虚拟女孩索菲亚在全球范围内产生了巨大的影响，这场运动为这个 6.63亿人的特定主题赢得了媒体的关注。这部电影在 Facebook 、 Instagram 和 YouTube 上有 987 次观看，这是联合国儿童基金会瑞典办事处的新纪录。但最重要的是，与去年同期相比，我们招募了 37% 名世界家长。 战略 我们的战略是找到一种新的和创新的方式来克服非政府组织众所周知的劣势 -- 新闻媒体倾向于一种危机，一种主题, 当时有一个领域 -- 让它成为我们整个想法的燃料。与此同时，我们的运动需要保护儿童的完整性。我们决定创造一个虚拟的女孩，她可以成为所有从未见过或听过的孩子的脸和声音。确保我们使用了来自被忽视的紧急区域的真实孩子的脸，以及真实的故事，我们确保索菲亚，尽管虚构了, 将带来最真实的信息，以吸引记者强调这个主题。 执行 实施我们使用 “面部研究” 工具，将儿童基金会紧急地区的 500 幅儿童图像组合在一起。最终的图像安装在我们的 3D 模型上，这是通过使用我们的摄影测量 3D 扫描仪扫描一个类似于变形图像的女演员来制作的。脸谱是我们拍摄这部电影的主要频道。我们在 YouTube 上添加了它，让记者更容易用作内容。这部电影得到了公共关系和联合国儿童基金会自有频道的大力支持。这部电影还在斯德哥尔摩艺术周的著名画廊杜尔展出。TimelineThe campaign 在 4月12日至 2016年5月2日之间进行，并在 Facebook 上推出了这部电影。其次是媒体和博客推广。儿童基金会的大使在他们自己的渠道中强调了这一运动，并讲述了没有人谈论的紧急情况下儿童的故事。 概要 联合国儿童基金会努力给世界各地的每个孩子一个公平的生活机会。我们的使命和运动的目标是在瑞典市场上需要更多的世界父母 (每月捐助者) 来帮助世界各地的紧急地区。但是许多这些紧急地区被媒体忽视，因此潜在的每月捐助者看不到。 相关性 编辑媒体倾向于一次关注一场人类灾难。我们发起了一场公关活动，强调所有生活在记者雷达被忽视的紧急区域的儿童。在这个问题上，我们赢得了 6.63亿人的媒体关注。 活动描述 如果一个孩子能给世界上所有在紧急地区既看不见也听不到的孩子一张脸和一个声音，会怎么样？# 索菲亚。我们使用了联合国儿童基金会紧急地区的 500 张儿童图片，并将它们变成了一个女孩。我们给她取名索非亚 (世界上最常见的女孩名字)。然后我们得到了来自《人猿星球》和《阿凡达》的 3D 动画师，让她复活。在一部脸谱电影中，索非亚可以给所有今天没有被听到或看到的孩子一个声音和一个脸。行动呼吁: “帮助没有人看到的孩子。加入我们为更美好的未来而战。为了每个孩子。成为今天的全球家长。Unicef.se/sofia”
For Sofia
案例简介：Outcome The campaign objective was to market the need for more World Parents (monthly donors) in Sweden – but the outcome was a lot more than that. Our made up virtual girl Sofia made a huge impact all over the globe and the campaign got an earned media reach for this particular subject of 663 million people. The film had 987 000 views on Facebook, Instagram and YouTube, which is a new record for UNICEF Sweden. But most importantly, we recruited 37% more World Parents compared to the same campaign period in the previous year. Strategy Our strategy was to find a new and innovative way of taking a well known disadvantage for NGO’s – that news media favors one crisis, one subject, one area at the time – and make it the fuel of our whole idea. And at the same time, our campaign need to protect the children’s integrity. We decided to create a virtual girl who could be the face and the voice for all the children never seen or heard. Making sure that we used the faces of real children from neglected emergency areas, and real stories, we made sure that Sofia, although made up, would bring the realest message there is in a way that would intrigue journalists to highlight the subject. Execution ImplementationWe morphed together 500 images of children in UNICEF emergency areas, using the tool Face Research. The final image was mounted on our 3D-model, which was made by scanning an actress similar to the morphed image, using our photogrammetry 3D scanner. PlacementFacebook was our main channel for the film. We added it on YouTube, to make it easier for journalists to use as content. The film was strongly supported by PR and UNICEF:s owned channels. The film was also exhibited on Stockholm Art Week, in prestigious Gallery Duerr. TimelineThe campaign ran ran between 12th April - 2th May 2016, and was launched with the film on Facebook. Followed by a media and blogger outreach. UNICEF’s Ambassadors highlighted the campaign in their own channels and told the stories of children in emergencies that no one talks about. Synopsis UNICEF works to give every child, everywhere, a fair chance in life. Our mission and the campaign’s objective was to market the need for more World Parents (monthly donors) in Sweden to help out in emergency areas all over the world. But a lot of these emergency areas are neglected by the media, and therefore invisible to the potential monthly donors. Relevancy Editorial media tend to focus on one human catastrophe at a time. We made a PR-campaign to highlight all the children living in neglected emergency areas of the journalist’s radar. And we got an earned media reach of 663 million people on the subject. CampaignDescription What if one child could give a face and a voice for all the children that are neither seen or heard in emergency areas across the world? #For Sofia. We used 500 images of children in UNICEF emergency areas and morphed them into one girl. We named her Sofia (the world's most common girls name). Then we got the 3D animators from Planet of the Apes and Avatar to bring her to life. In a Facebook film, Sofia could give a voice – and a face – to all those children who are not heard or seen today. The call to action: "Help the children no one sees. Join us in the fight for a better future. For every child. Become a Global Parent today. unicef.se/sofia”
对于索菲亚
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For Sofia
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基本信息
- 广告战役： #联合国儿童基金会-推广与活动-cfc2#
- 广告品牌： 联合国儿童基金会
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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