Bordeaux 2050|海报/平面|广告营销案例【ADGuider广告指南】

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波尔多 2050

案例简介：概要科学界一致认为，气候变化将对环境产生越来越大的影响。尽管如此，大多数政府都没有采取必要措施防止这种情况发生。法国环境记者协会积极参与提请人们注意这一问题。在当前的媒体环境中，这是很困难的，因为这些媒体充斥着冲突的信息和虚假新闻，通常带有政治偏见。他们的目标是以一种能引起人们共鸣的方式，对全球变暖的未来影响进行切实的展示。葡萄酒是法国文化中备受喜爱的一部分，法国文化享誉全球，但更重要的是，它也将受到气候变化的非常负面影响。他们想强调这一事实 -- 很快就确定它可以比传统媒体更具吸引力。战略我们的出发点是缺乏对气候变化后果的考虑。尽管全世界都意识到全球变暖，但在两个最大的二氧化碳排放国，只有 56% 的美国人和 18% 的中国人认为气候变化是一个主要威胁。由于几十年来平均升高 2 摄氏度是人体无法察觉的，人们忽略了今天已经发生的对环境日益灾难性的影响。法国环境记者协会需要让全球变暖不仅仅是另一个新闻标题。我们的目标是让它变得有形并与人相关。我们的目标是为全球变暖的未来影响创造一个切实的证据。这必须在情感上与人们目前的生活产生共鸣，让他们意识到气候变化将对他们的生活产生的具体后果，并让他们明白采取行动的紧迫性。相关性气候变化引起的气温上升对人体来说是难以察觉的。法国环境记者协会希望将这些无关紧要的数据变成一种不可否认的感官体验: 所以他们创造了一种来自未来的葡萄酒，用 2050年的天气条件制成，没有环境行动。波尔多 2050 给人一种全球变暖的苦味，这一点是不可否认的。政治家、科学家、记者和意见领袖聚集在巴黎葡萄酒博物馆品尝。服务员不得不品尝并承认气候变化的现实，而不是愉快的经历。结果波尔多 2050 震撼了法国葡萄酒界，然后传播到更广泛的科学界，然后是世界各地的新闻。它在《赫芬顿邮报》、《费加罗报》、《快报》、《法国信息》、《科学与未来》的头条新闻中产生了 5亿多个有机印象，在 Facebook 、 Instagram 和推特上引发了 100 次提及, 引发了人们对气候变化对我们生活方式影响的担忧。尽管味道很差，它还是成为了世界上谷歌搜索最多的葡萄酒。越来越多的社交媒体对话让关键决策者重新考虑他们在气候变化问题上的立场，而科学与未来协会聚集有影响力的气候怀疑论者的品酒会让他们相信了这一证据。法国环境部长尼古拉斯 · 胡洛对该倡议表示欢迎。AJE 邀请了 Bordeaux2050.org 上的人们为自己点菜和品尝。执行第一步是与气候学家合作，收集未来三十年的天气数据。第二个是与葡萄酒学家和科学家合作，确定这些数据如何影响波尔多葡萄酒。第三步是用世界上已经暴露在这些极端条件下的部分地区的葡萄创造波尔多 2050。结果是劣质成分: 2-4 度的热浪减弱了香气，干旱给人一种苦涩干燥的味道，毁灭性的霜冻和冰雹造成了水果的浪费。这种特殊的葡萄酒是在巴黎葡萄酒博物馆的一次活动中推出的，这次活动聚集了关键的决策者: 记者、科学家、侍酒师以及法国政治精英中有影响力的成员。400 瓶被送往法国主要的气候怀疑论者。历史上第一次，他们被迫尝到气候变化的负面影响，他们以前忽略了这一点。活动描述为了让人们真正感受到全球变暖，我们决定推出一款新酒: 我们创造了波尔多 2050。我们与研究人员、科学家和葡萄酒专家合作，他们利用未来 30 年的气候和天气数据预测来模拟 2050年种植的波尔多葡萄酒的确切味道, 如果气候条件没有改善。结果是一种减少的、苦涩的、不愉快的味道，迫使人们本能地体验全球变暖的未来后果。通过我们最放纵的感觉来吸引理性，结果是情绪化和可怕的，但最终是鼓舞人心的。仅仅喝几口就能让人们清楚地理解波尔多 2050 不仅仅是葡萄酒: 这是我们作为人的责任的象征。如果我们不坚持我们的政府、我们的行业以及最重要的是我们自己的可持续实践，我们所知道的世界遗产将会消失。

波尔多 2050

案例简介：Synopsis It's a consensus in the scientific community that climate change will have increasingly drastic effects on the environment. Despite this fact, a large majority of governments do not take the necessary steps to prevent it from happening. The French Association of Journalists for the Environment is actively involved in drawing attention to the issue.This is difficult in the current media landscape, which is saturated with conflicting messages and fake news that typically comes with political bias. Their goal was to create a tangible demonstration of the future effects of global warming in a way that would resonate with people. Wine is a beloved part of French culture, which is globally renowned, but more importantly is also something that will be very negatively effected by climate change. They wanted to highlight this fact – and it was quickly determined it could done in a way much more compelling than conventional media. Strategy Our starting point was a lack of consideration regarding climate change consequences. Despite worldwide awareness of global warming,in the two biggest CO2 emitter countries, only 56% of Americans and 18% of Chinese consider climate change as a major threat. As an average increase of 2°C over decades is not perceptible by the human body, people ignore the increasingly disastrous impacts on the environment already happening today. The French Association of Journalists for the Environment needed to make global warming more than just another news headline. We aimed to make it tangible and relatable to people. Our goal was to create a tangible proof of the future effects of global warming. This had to resonate emotionally with people in their present life, to make them realize the concrete consequences climate change will have on their life, and make them understand the urgency to take action. Relevancy The rise of temperature from climate change is imperceptible to the human body. The French Association of Journalists for the Environment wanted to turn this immaterial data into a sensorial experience that could not be denied: So they created a wine from the future made with the weather conditions of 2050 without environmental action. Bordeaux 2050 gives the bitter taste of global warming, making it undeniable. Politicians, scientists, journalists and opinion leaders were gathered for a tasting at the Paris Museum of Wine. Instead of a pleasurable experience, attendants had to taste and acknowledge the reality of climate change. Outcome Bordeaux 2050 shook French wine circles before spreading to the wider scientific community then news worldwide. It generated over 500 million organic impressions across headlines among The Huffington Post, Le Figaro, L'Express, France Info, Science and Future, triggering 100 000 mentions on Facebook, Instagram and Twitter, triggering concerns around climate change's impact on our lifestyles. Despite its poor taste it became the most Googled wine in the world. The growing social media conversation made key decision makers reconsider their position on climate change, while a tasting session by Sciences & Avenir gathering influential climate skeptics convinced them of its evidence.The initiative has been hailed by French Minister for the Environment Nicolas Hulot. The AJE invited people on Bordeaux2050.org to order and taste for themselves. Execution The first step was working with climatologists to gather weather data on the next thirty years. The second was partnering with oenologists and scientists to determine how that data effects wine made in Bordeaux. The third step was creating Bordeaux 2050 using grapes from parts of the world that are already exposed to those extreme conditions. The result was an inferior composition: 2-4 degrees heat waves diminished the aroma, drought gave a bitter and drier taste and devastating frost and hailstorms caused fruit wastage. The special vintage was launched in the Museum of Wine in Paris at an event gathering key decision makers: journalists, scientists, sommeliers as well as influential members of the French political elite. 400 bottles were sent to the major French climate skeptics. For the first time in history, they were forced to taste the negative effect of climate change, which they previously ignored. CampaignDescription To give people the real taste of global warming, we decided to launch a new wine: we created Bordeaux 2050. We partnered with researchers, scientists and wine experts, who used climate and weather data projection on the next 30 years to simulate the exact taste of a Bordeaux grown in 2050, if climate conditions don't improve. The result is a diminished, bitter, unpleasant taste that forces people to viscerally experience the future consequences of global warming. By appealing to reason through our most indulgent sense, the result is emotional and terrifying but ultimately inspiring. It takes just a few sips to make people understand clearly that Bordeaux 2050 is not just a wine: it's the symbol of our responsibility as human beings. If we don't insist on sustainable practices from our government, our industries and most importantly ourselves, the world heritage as we know it will be lost.