#SOMOSTODOSMACACOS #WEAREALLMONKEYS|短视频|广告营销案例【ADGuider广告指南】

# SOMOSTODOSMACACOS # WEAREALLMONKEYS

案例简介：创意执行: 执行非常简单: 仅内马尔社交网络上的帖子就足以在全球传播这场运动。就在小内马尔发起这项运动后，成千上万的人发布了香蕉和 # weareallmonkes 标签的照片。这场运动蔓延到世界各地。包括巴西总统迪尔玛 · 卢塞夫和意大利总理马泰奥 · 伦齐在内的几位名人也加入了进来。我们达到了我们的目标，不仅在巴西，而且在世界各地都开始了关于种族主义的公开辩论。这场运动在社交媒体上产生了 600万多次互动，并成为世界各地几家出版物的封面。在电视上，许多节目主持人在节目中吃香蕉。在成为种族主义粉丝的目标后，小内马尔决定大声疾呼。目标是接触尽可能多的人，发出反对种族主义的信息，并开始讨论。通过利用小内马尔在社交媒体上的影响力和力量，我们发起了一场运动，在 Instagram 、 Twitter 和 Facebook 上接触他的追随者。但是我们想看到全世界都在谈论种族主义。我们的洞察力是基于我们小时候学到的一个教训: 一个昵称只有在你让它打扰你的时候才会被粘住。因此，我们利用内马尔在 Facebook 、 Instagram 和 Twitter 上的个人资料创建了一个幽默的活动，以消除猴子这个词的刺痛，并用标签 # weareallmonkes 挫败种族主义粉丝的行为。正是相关的运动开始了关于种族主义的对话，让每个人都参与进来 -- 街上的男人、名人和媒体。

# SOMOSTODOSMACACOS # WEAREALLMONKEYS

案例简介：Creative Execution: The execution was very simple: the posts on Neymar Jr's social networks alone were enough to spread the campaign worldwide. Right after Neymar Jr launched the campaign, thousands of people posted photos featuring bananas and the #weareallmonkeys hashtag. The campaign spread worldwide. Several celebrities joined in, including the president of Brazil, Dilma Roussef, and the prime minister of Italy, Matteo Renzi. We reached our goal and got a public debate on racism started not only in Brazil, but all over the world. The campaign generated over 6 million interactions led by Neymar Jr on social media and made the cover of several publications around the world. On TV, many show hosts ate a banana on their shows. After being the target of racist fans, Neymar Jr decided to speak out. The goal was to reach as many people as possible, send a message against racism and get a discussion about it started. By using Neymar Jr's influence and power on social media, we launched a campaign to reach his followers on Instagram, Twitter and Facebook. But we wanted to see the whole world talking about racism. Our insight was based on a lesson we learn as a child: a nickname only sticks if you let it bother you. Accordingly, we created a humorous campaign using Neymar Jr's profiles on Facebook, Instagram and Twitter to take the sting out of the word monkey and thwart the action of racist fans with the hashtag #weareallmonkeys. It was relevant campaign that got a conversation on racism started, getting everyone engaged – the man on the street, famous people and the media.