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新常态
案例简介：写一个关于电影中发生的事情的简短总结 “新常态” 是一次穿越美国不公正禁止大麻历史的挑衅性回顾之旅。相机无缝地移动通过由冻结的不公正场景和重要的文化转折点组成的相连的西洋镜组。一群受禁酒令影响的真实人物为每个场景带来了真实性和情感。这部电影以希望的信息达到高潮，并以田园诗般的未来愿景为标志，大麻不再被污名化，就像购买杂货一样正常。 陪审团的文化/背景信息 因大麻被捕的美国人中，四分之三是有色人种。因此，重要的是，我们让黑人生活问题活动家和演员杰西 · 威廉姆斯 (Jesse Williams) 提出他对禁酒令如何影响这些社区的第一手观点。杰西 (Jesse) 是一位前历史老师，扮演着拥有奴隶的乔治·华盛顿 (George Washington) 的角色，这是一个历史悖论，使美国历史的片面故事受到质疑。引导他过去的职业，他继续教育听众提及不公正现象，例如纽约市警务政策 (称为stop and frisk)，在该政策中，许多少数民族被警察制止并搜查，没有正当理由。这部电影还提到了 “疯狂的疯狂”，这是一部1930年代政府赞助的反大麻宣传电影，因其极其不准确的主张和可笑的恐吓策略而臭名昭著。 请告诉我们您是如何为播出的单一国家/地区/市场设计/调整您的广告系列的。 这部电影专门针对大麻合法的美国各州。叙事的熟悉历史性质与该受众立即相关。这是美国禁止大麻的浓缩故事，这是美国人每天都经历并受到影响的历史。这部电影关于大麻正常化的论点是一个信息，我们的观众多年来一直呼吁政府立法。
新常态
案例简介：Write a short summary of what happens in the film “The New Normal” is a provocative retrospective journey through the history of America’s unjust prohibition of cannabis. The camera seamlessly moves through a connected diorama set composed of frozen scenes of injustice and important cultural turning points. A cast of real people affected by prohibition bring authenticity and emotion to each scene. The film culminates with a message of hope, punctuated by an idyllic vision of the future where cannabis is no longer stigmatized, it’s as normal as buying groceries. Cultural/Context information for the jury Three out of every four Americans arrested for cannabis are people of color. Therefore, it was important that we cast Black Lives Matter activist and actor Jesse Williams to bring his first-hand perspective on how prohibition has affected these communities. Jesse, a former history teacher, plays the role of the slave-owning George Washington, a historical paradox that brings into question the one-sided story of American history. Channeling his past profession he continues to educate the audience making references to injustices like the New York City policing policy known as stop and frisk, where many minorities were stopped and searched by the police without just cause. The film also references “Reefer Madness,” a government-sponsored anti-cannabis propaganda film from the 1930s infamous for its wildly inaccurate claims and ludicrous scare tactics. Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. This film was specifically targeted to the states in the U.S where cannabis is legal. The familiar historical nature of the narrative is immediately relatable to this audience. It is the condensed story of cannabis prohibition in America, a history Americans have lived through and been affected by every day. The film's argument for normalization of cannabis is a message that our audience has been calling on the government to legislate on for years.
The New Normal
案例简介：写一个关于电影中发生的事情的简短总结 “新常态” 是一次穿越美国不公正禁止大麻历史的挑衅性回顾之旅。相机无缝地移动通过由冻结的不公正场景和重要的文化转折点组成的相连的西洋镜组。一群受禁酒令影响的真实人物为每个场景带来了真实性和情感。这部电影以希望的信息达到高潮，并以田园诗般的未来愿景为标志，大麻不再被污名化，就像购买杂货一样正常。 陪审团的文化/背景信息 因大麻被捕的美国人中，四分之三是有色人种。因此，重要的是，我们让黑人生活问题活动家和演员杰西 · 威廉姆斯 (Jesse Williams) 提出他对禁酒令如何影响这些社区的第一手观点。杰西 (Jesse) 是一位前历史老师，扮演着拥有奴隶的乔治·华盛顿 (George Washington) 的角色，这是一个历史悖论，使美国历史的片面故事受到质疑。引导他过去的职业，他继续教育听众提及不公正现象，例如纽约市警务政策 (称为stop and frisk)，在该政策中，许多少数民族被警察制止并搜查，没有正当理由。这部电影还提到了 “疯狂的疯狂”，这是一部1930年代政府赞助的反大麻宣传电影，因其极其不准确的主张和可笑的恐吓策略而臭名昭著。 请告诉我们您是如何为播出的单一国家/地区/市场设计/调整您的广告系列的。 这部电影专门针对大麻合法的美国各州。叙事的熟悉历史性质与该受众立即相关。这是美国禁止大麻的浓缩故事，这是美国人每天都经历并受到影响的历史。这部电影关于大麻正常化的论点是一个信息，我们的观众多年来一直呼吁政府立法。
The New Normal
案例简介：Write a short summary of what happens in the film “The New Normal” is a provocative retrospective journey through the history of America’s unjust prohibition of cannabis. The camera seamlessly moves through a connected diorama set composed of frozen scenes of injustice and important cultural turning points. A cast of real people affected by prohibition bring authenticity and emotion to each scene. The film culminates with a message of hope, punctuated by an idyllic vision of the future where cannabis is no longer stigmatized, it’s as normal as buying groceries. Cultural/Context information for the jury Three out of every four Americans arrested for cannabis are people of color. Therefore, it was important that we cast Black Lives Matter activist and actor Jesse Williams to bring his first-hand perspective on how prohibition has affected these communities. Jesse, a former history teacher, plays the role of the slave-owning George Washington, a historical paradox that brings into question the one-sided story of American history. Channeling his past profession he continues to educate the audience making references to injustices like the New York City policing policy known as stop and frisk, where many minorities were stopped and searched by the police without just cause. The film also references “Reefer Madness,” a government-sponsored anti-cannabis propaganda film from the 1930s infamous for its wildly inaccurate claims and ludicrous scare tactics. Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. This film was specifically targeted to the states in the U.S where cannabis is legal. The familiar historical nature of the narrative is immediately relatable to this audience. It is the condensed story of cannabis prohibition in America, a history Americans have lived through and been affected by every day. The film's argument for normalization of cannabis is a message that our audience has been calling on the government to legislate on for years.
新常态
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The New Normal
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