My Crayon Project|海报/平面|广告营销案例【ADGuider广告指南】

我的蜡笔项目

案例简介：为什么这项工作与品牌体验和激活相关？几代人以来，日本的每个小学生都收到了一盒用于美术课的蜡笔，其中装有标有 “肤色” 的蜡笔。我的蜡笔项目的目的是通过有趣的，令人大开眼界的品牌体验，激活下一代日本人重新思考根深蒂固的多元化文化观念。体验/激活是资生堂与日本各地学校之间的合作，将资生堂专有技术与定制蜡笔相结合，创建了一个新的，引人入胜且身临其境的艺术与公民课程。背景日本是地球上最同质的国家之一，只有3.4% 的人口出生在海外。因此，多样性的概念比其他国家 (尤其是西方国家) 更加细微。在全国各地的学校中-重视同质性和统一性-注意到肤色的细微差异。“Hafus”-混血的孩子-尽管是日本人，但经常被视为局外人并被欺负。甚至有一个肤色的词-“Hada-iro”-这一事实加剧了这个问题，79% 人口仅与一种颜色联系在一起: 淡桃。资生堂 (Shiseido) 是一位肤色专家，拥有140年的皮肤研究经验，他着手通过一项庆祝差异的计划来教育下一代，无论其大小如何。描述创意 (投票20%) 为了教孩子们尊重他们在日本各地学校的差异，资生堂寻求了一个不太可能的冠军的帮助: 蜡笔。直到最近，日本所有小学的基本蜡笔都包括 “肤色” 蜡笔。这意味着每个孩子长大后都会用同样的桃红色 “哈达-伊罗” 画画。与学校合作，我们提供了一个有趣的、令人大开眼界的多样性课程。在会议中，资生堂科学家扫描每个孩子的皮肤，以创建独特的颜色轮廓，借鉴资生堂140年在日本皮肤细微差别方面的专业知识。结果与颜色完全相同的蜡笔相匹配-因此每个孩子都有自己独特的 'hada-iro' 蜡笔。孩子们画了自己，然后交换了蜡笔互相画，将不起眼的蜡笔变成了发现和重新评估多样性的催化剂。描述策略 (投票20%) 在日本各地重视同质性的学校中，“混血”，混血的孩子，尽管是日本人，但通常被视为局外人。这个问题更加严重的是，甚至有一个肤色的词: “哈达-伊罗”，79% 的人口只与一种颜色联系在一起: 浅桃子。作为肤色专家，资生堂 (Shiseido) 着手通过旨在庆祝他们的差异 (无论多么小) 的计划来教育孩子。他们没有通过传统的交流来表达这种观点，而是与老师合作，以独特的课堂体验直接向孩子们传达信息，将蜡笔变成了日本多元化教育的令人惊讶和令人愉悦的媒介。描述执行 (投票30%) 与横滨白畑小学合作，我们创建并试行了艺术与公民相结合的独特课程。在会议中，资生堂科学家扫描了每个孩子的皮肤，以创建独特的颜色配置文件。然后将其与颜色完全相同的蜡笔匹配-以便每个孩子都有自己独特的 “hada-iro”。孩子们画自己，然后为了更好地理解别人，他们在画对方之前和另一个孩子交换蜡笔。成功的飞行员之后，资生堂已开始向日本各地的学校推出该活动-迄今为止已有6个。这些课程提供了一种高度社交，互动和有趣的方式来了解和欣赏他人的差异，从而创造了一种受到孩子和老师称赞的体验。列出结果 (投票30%) 自从白畑小学2018年7月试点以来，该计划已在日本各地推出，有六所学校参加了2018年。参与的学校已经改变了课程，以欢迎资生堂的这两个小时的新激活，包括资生堂技术和定制蜡笔。所有参与的儿童都理解多样性和相互尊重的重要性。这些只是孩子们自己的一些评论: “每个人都有自己的哈达-伊罗…。那是一个发现。” “我很惊讶有700亿阴影!” “我现在知道我的哈达-伊罗很特别，也是世界上唯一的。” “这些差异让我们成为了我们，这是我们需要尊重的。”

我的蜡笔项目

案例简介：Why is this work relevant for Brand Experience & Activation? For generations, every school kid in Japan has received a box of crayons for art class containing a crayon labelled “skin color”. The purpose of My Crayon Project is to activate the next generation of Japanese to re-think deeply held cultural notions of diversity through a fun, eye-opening brand experience. The experience / activation is a collaboration between Shiseido and schools across Japan, combining Shiseido proprietary technology with custom-made crayons to create a new, engaging and immersive arts & civics class. Background Japan is one of the most homogenous nations on the planet, with only 3.4% of the population born overseas. As such, notions of diversity are far more nuanced than in other countries, especially those in the West. In schools across the country - where homogeneity and uniformity is valued - subtle differences in skin tone are noticed. ‘Hafus’ - kids of mixed race - are often seen as outsiders, and bullied, despite being Japanese. It’s a problem exacerbated by the fact that there’s even a word for skin color - ‘Hada-iro’ - which 79% of the population associate with just one color: pale peach. An expert in skin color, with 140 years of skin research, Shiseido set out to educate the next generation with a program celebrating differences, no matter how small. Describe the creative idea (20% of vote) To teach kids to respect their differences in schools across Japan, Shiseido enlisted the help of an unlikely champion: a crayon. Until recently, the basic crayon set in all Japanese elementary schools included a “skin color” crayon. This meant that every child grew up drawing pictures with the one and same, peach colored “hada-iro”. Partnering with schools, we offered a fun, eye-opening class about diversity. In the sessions, Shiseido scientists scanned each child’s skin to create a unique color profile, drawing on Shiseido’s 140 years of expertise in the subtle nuances of Japanese skin. The result was matched with a crayon of the exact same color–so that each child got their own, unique ‘hada-iro’ crayon. Kids drew themselves, then swapped crayons to draw each other, turning a humble crayon into a catalyst for discovery and re-evaluation of diversity. Describe the strategy (20% of vote) In schools across Japan–where homogeneity is valued–‘hafus’, kids of mixed race, are often seen as outsiders, despite being Japanese. The problem is aggravated by the fact that’s there’s even a word for skin color: ‘hada-iro’, which 79% of the population associate with just one color: pale peach. As an expert in skin color, Shiseido set out to educate kids with a program designed to celebrate their differences, no matter how small. Rather than express this view through traditional communications, they partnered with teachers to take their message directly to children themselves, with a unique in-classroom experience, turning crayons into a surprising and delightful medium for diversity education in Japan. Describe the execution (30% of vote) Partnering with Yokohama Shirahata primary school, we created and piloted a unique class combining art and civics. In the session, Shiseido scientists scanned each child’s skin to create a unique color profile. This was then matched with a crayon of the exact same color – so that each child got their own unique ‘hada-iro’. Kids drew themselves, then to better understand others, they swap crayons with another child before drawing each other. After the successful pilot, Shiseido has started rolling out the event to schools across Japan–six to date. The classes have provided a highly social, interactive, and fun way to learn about and appreciate others’ differences, creating an experience applauded by kids and teachers alike. List the results (30% of vote) Since the July 2018 pilot in Shirahata Elementary School, the program has been rolling out across Japan, with six schools taking part in 2018.Participating schools have changed their curriculum to welcome this new two-hour activation by Shiseido, including Shiseido technology and custom-made crayons. All children that participated understood the importance of diversity and respecting one another. These were just some of the comments from the kids themselves: “Everybody has their own Hada-iro….that was a discovery.” “I’m surprised there are 70 billion shades!” “I now know that my Hada-iro is special and the only one in the world.” “The differences make us us and that is what we need to respect.”