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对 Spec 说不
案例简介：概要 自《广告狂人》时代以来，代理机构一直在球场上做 “规范” 创意。这已经成为广告业的现实。然而，这不仅伤害了代理的底线，也伤害了客户。例如，它将代理资源从支付费用的当前客户转移到不支付费用的潜在客户。这对我们来说似乎是不对的。这就是为什么五年前，我们的机构做出了一个非常规的决定，对投机活动说不。从那以后，这已经成为我们新商业哲学的内在部分。我们想创造一些东西，以挑衅性和娱乐性的方式强调这一重要价值。 活动描述 为了改变这种过时的做法，我们开始展示它是多么荒谬。还有什么比将我们的行业与其他人进行比较更好的方法呢？免费工作可能是广告行业的标准做法，但其他行业呢？他们会认为这样的要求是做生意的成本吗？我们决定通过拍摄人们被要求做 spec 的反应来找出答案。 执行 我们制作了一部两分钟的电影，要求其他专业人士 -- 从餐馆老板到私人教练 -- 免费工作。他们每个人，毫无疑问，对这个想法犹豫不决，他们的反应完全没有脚本。由此产生的电影在向行业提出规范工作的概念的同时也加入了: 是时候做不同的事情了。这部电影在 YouTube 上发布，并以 # SayNoToSpec 为标签。它还引导人们去一个名为 SayNoToSpec 的在线中心。该中心整合了所有带有标签的推文以及涵盖该主题的任何文章。此外，该中心进一步概述了我们在规格上的立场。最终，它成为所有厌倦自由工作的人表达沮丧的理想场所。 结果 这部电影击中了神经。专业人士聚集在 # SayNoToSpec 后面。它已经在全球媒体上出现。印度最大的英语报纸《印度时报》就 spec 的主题写了一篇完整的社论，其中介绍了我们的代理。在美国，这是 2015年阅读次数最多的故事，也是 Adweek 有史以来阅读次数最多的故事。全世界的观众成为信息的倡导者，并主动翻译视频。仅西班牙版本的视频就有超过 1,700,000 的浏览量。我们收到了许多在球场培训课程、会议和颁奖典礼上使用这部电影的请求。迄今为止，我们的电影已经被观看了 3,800,000 多次。这一切都是在零付费媒体和不到 10,000 美元的生产预算下实现的。具有讽刺意味的是，自这部电影上映以来，我们的代理机构接到了历史上最新的商业电话。 战略 我们将在 YouTube 上发布这部挑衅性的电影，希望这个热门话题能被贸易出版物收录。我们没有投资媒体。
对 Spec 说不
案例简介：Synopsis Agencies have been doing “spec” creative in pitches since the Mad Men era. It’s become a fact of life in the advertising industry. It is something, however, that not only hurts agency bottom lines but hurts clients as well. It shifts agency resources, for example, away from current clients that are paying for them to potential clients that are not. This is something that didn’t seem right to us.That’s why five years ago, our agency made an unconventional decision to say no to speculative work in pitches. Since then, this has become an intrinsic part of our new business philosophy. We wanted to create something that highlighted this important value in a provocative and entertaining way. Campaign Description In order to change this outmoded practice we set out to demonstrate just how absurd it is. And what better way to do that than to compare our industry to others? Working for free might be standard practice in advertising but what about other businesses? Would they think such a request was the cost of doing business? We decided to find out by filming the reactions of people being asked to do spec. Execution We created a two-minute film that asked other professionals – everyone from a restaurateur to a personal trainer – to work for free. Each of them, without fail, balked at the idea, and their reactions were entirely unscripted. The resulting film skewers the notion of spec work while proposing to the industry: it’s time to do things differently.The film was released on YouTube and featured the hashtag #SayNoToSpec. It also directed people to an online hub called SayNoToSpec. The hub consolidated all hashtagged tweets as well as any article that covered the topic. Additionally, the hub further outlined our position on spec. Ultimately, it served as an ideal place for all those tired of working for free to voice their frustrations. Outcome The film hit a nerve. Professionals rallied behind #SayNoToSpec.It’s been featured in press around the globe. The Times of India - the largest selling English-language newspaper - wrote a full-length editorial on the topic of spec, which featured our agency. In the US, it was the 5th most read story of 2015 and the 11th most read story of all time on Adweek. Viewers worldwide become advocates for the message and took it upon themselves to translate the video. The Spanish version of the video alone has over 1,700,000 views. We received numerous requests to use the film in pitch training courses, conferences and awards shows.To date, our film has been viewed over 3,800,000 times. This was all achieved with zero paid media and a production budget of under $10,000. Ironically, since the film’s release, our agency received the most new business calls in its history. Strategy We would release the provocative film on YouTube with the hope this hot-button issue would be picked up by trade publications. We made no investment in media.
Say No To Spec
案例简介：概要 自《广告狂人》时代以来，代理机构一直在球场上做 “规范” 创意。这已经成为广告业的现实。然而，这不仅伤害了代理的底线，也伤害了客户。例如，它将代理资源从支付费用的当前客户转移到不支付费用的潜在客户。这对我们来说似乎是不对的。这就是为什么五年前，我们的机构做出了一个非常规的决定，对投机活动说不。从那以后，这已经成为我们新商业哲学的内在部分。我们想创造一些东西，以挑衅性和娱乐性的方式强调这一重要价值。 活动描述 为了改变这种过时的做法，我们开始展示它是多么荒谬。还有什么比将我们的行业与其他人进行比较更好的方法呢？免费工作可能是广告行业的标准做法，但其他行业呢？他们会认为这样的要求是做生意的成本吗？我们决定通过拍摄人们被要求做 spec 的反应来找出答案。 执行 我们制作了一部两分钟的电影，要求其他专业人士 -- 从餐馆老板到私人教练 -- 免费工作。他们每个人，毫无疑问，对这个想法犹豫不决，他们的反应完全没有脚本。由此产生的电影在向行业提出规范工作的概念的同时也加入了: 是时候做不同的事情了。这部电影在 YouTube 上发布，并以 # SayNoToSpec 为标签。它还引导人们去一个名为 SayNoToSpec 的在线中心。该中心整合了所有带有标签的推文以及涵盖该主题的任何文章。此外，该中心进一步概述了我们在规格上的立场。最终，它成为所有厌倦自由工作的人表达沮丧的理想场所。 结果 这部电影击中了神经。专业人士聚集在 # SayNoToSpec 后面。它已经在全球媒体上出现。印度最大的英语报纸《印度时报》就 spec 的主题写了一篇完整的社论，其中介绍了我们的代理。在美国，这是 2015年阅读次数最多的故事，也是 Adweek 有史以来阅读次数最多的故事。全世界的观众成为信息的倡导者，并主动翻译视频。仅西班牙版本的视频就有超过 1,700,000 的浏览量。我们收到了许多在球场培训课程、会议和颁奖典礼上使用这部电影的请求。迄今为止，我们的电影已经被观看了 3,800,000 多次。这一切都是在零付费媒体和不到 10,000 美元的生产预算下实现的。具有讽刺意味的是，自这部电影上映以来，我们的代理机构接到了历史上最新的商业电话。 战略 我们将在 YouTube 上发布这部挑衅性的电影，希望这个热门话题能被贸易出版物收录。我们没有投资媒体。
Say No To Spec
案例简介：Synopsis Agencies have been doing “spec” creative in pitches since the Mad Men era. It’s become a fact of life in the advertising industry. It is something, however, that not only hurts agency bottom lines but hurts clients as well. It shifts agency resources, for example, away from current clients that are paying for them to potential clients that are not. This is something that didn’t seem right to us.That’s why five years ago, our agency made an unconventional decision to say no to speculative work in pitches. Since then, this has become an intrinsic part of our new business philosophy. We wanted to create something that highlighted this important value in a provocative and entertaining way. Campaign Description In order to change this outmoded practice we set out to demonstrate just how absurd it is. And what better way to do that than to compare our industry to others? Working for free might be standard practice in advertising but what about other businesses? Would they think such a request was the cost of doing business? We decided to find out by filming the reactions of people being asked to do spec. Execution We created a two-minute film that asked other professionals – everyone from a restaurateur to a personal trainer – to work for free. Each of them, without fail, balked at the idea, and their reactions were entirely unscripted. The resulting film skewers the notion of spec work while proposing to the industry: it’s time to do things differently.The film was released on YouTube and featured the hashtag #SayNoToSpec. It also directed people to an online hub called SayNoToSpec. The hub consolidated all hashtagged tweets as well as any article that covered the topic. Additionally, the hub further outlined our position on spec. Ultimately, it served as an ideal place for all those tired of working for free to voice their frustrations. Outcome The film hit a nerve. Professionals rallied behind #SayNoToSpec.It’s been featured in press around the globe. The Times of India - the largest selling English-language newspaper - wrote a full-length editorial on the topic of spec, which featured our agency. In the US, it was the 5th most read story of 2015 and the 11th most read story of all time on Adweek. Viewers worldwide become advocates for the message and took it upon themselves to translate the video. The Spanish version of the video alone has over 1,700,000 views. We received numerous requests to use the film in pitch training courses, conferences and awards shows.To date, our film has been viewed over 3,800,000 times. This was all achieved with zero paid media and a production budget of under $10,000. Ironically, since the film’s release, our agency received the most new business calls in its history. Strategy We would release the provocative film on YouTube with the hope this hot-button issue would be picked up by trade publications. We made no investment in media.
对 Spec 说不
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Say No To Spec
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基本信息
- 广告战役： #Zulu Alpha Kilo-a012#
- 广告品牌： Zulu Alpha Kilo
- 发布日期： 2000
- 行业领域： 广告营销 , 商务服务
- 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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