Proud Dads|海报/平面|广告营销案例【ADGuider广告指南】

骄傲的爸爸

案例简介：为什么这项工作与品牌体验和激活相关？都柏林巴士被认为是欧洲最好的LGBTQ雇主之一。支持多样性和促进接受是品牌的内在本质，作为公共服务提供商，这是向员工和公众传达的重要信息。品牌激活是这个项目的关键，因为我们需要在一个真实的事件中做出改变，Pride。这一天为我们提供了一个接触LGBTQ社区和都柏林人民的平台。都柏林巴士的口头禅是 “每一次旅程都很重要”，而在Pride 2018，这一点从未如此真实。背景爱尔兰已经从一个持天主教观点的保守国家转变为一个自由国家，成为第一个通过全民投票2015年将同性恋婚姻合法化的国家。2018是都柏林巴士支持都柏林骄傲游行的第10个年头。为了纪念这一里程碑，他们想做一些有意义的事情，让LGBTQ社区和公众知道他们拥护平等和包容性。2018骄傲节的主题是 “我们是家庭”。我们的简介是利用这个主题，以及都柏林巴士作为骄傲赞助商的地位，为LGBTQ社区做一些有价值的事情。描述创意 (投票20%) 自2015以来，LGBTQ社区为自己的合法权利感到自豪。然而，他们中的许多人没有同样重要的东西，即父亲的支持。我们意识到，要使爱尔兰成为一个真正接受，自由和自豪的国家，我们需要赢得父亲的支持。这让我们想到了骄傲的爸爸。我们给了爱尔兰的父亲们一种表达他们的爱和支持的工具。来自爱尔兰各地的100名父亲在都柏林的公共汽车上接了他们的LGBTQ孩子，让他们感到自豪，推动爱尔兰成为一个真正自豪的国家。描述策略 (投票20%) 此激活的主要目标受众是LGBTQ社区及其家庭成员。次要受众是所有都柏林巴士客户，因此我们创建了一个社交视频与他们分享。今年的主题是 “我们是一家人”。多年来，都柏林巴士注意到很多骄傲的家庭成员不去骄傲，他们不觉得这是他们的地方。都柏林巴士希望确保今年他们确实参加了会议，使其比以往任何时候都更具包容性，并使爱尔兰朝着完全接受LGBTQ社区的方向前进。Dublin Bus使用了他们的产品，一些简单的公共汽车，并将它们转变为在世界各地传递爱和支持信息的车辆。描述执行情况 (投票30%) 在Pride的前几周，我们在全国范围内搜寻，招募了数百名父亲，通过将他们带到都柏林的Pride来给他们的孩子带来惊喜。来自爱尔兰各地的爸爸都上船了。都柏林巴士从字面上提供了一辆车，这些爸爸，以显示他们的爱和支持的骄傲。在这样做的过程中，它向社区发出了一个强烈的信息，爸爸们，欢迎你们来到Pride，你们的孩子想要、需要并珍视你们的支持。那天，我们专注于拍摄一些让他们的孩子感到惊讶的爸爸，以及随之而来的眼泪，这些眼泪在社交媒体和媒体上给我们的观众带来了一天的味道。当骄傲之后，闪闪发光的视频在社交网站上发布，并发送给LGBTQ影响者和媒体。从那里，视频被全球媒体和数百万人拾取列出结果 (投票30%) 骄傲的父亲的存在对他们的孩子，LGBTQ社区和世界各地的人们产生了深远的影响。社交视频在第一周被观看了750万次。有机股票推动了竞选活动的发展，我们融化了从公众到名人再到政客的每个人的心。骄傲的爸爸在17个国家/地区的编辑和广播报道中亮相; 90篇文章出现在70种出版物中。所有这些都给全球带来了大约1.36亿个印象。都柏林巴士的积极情绪飙升，许多人评论说他们再也不会抱怨都柏林巴士了!然而，最重要的结果是使爱尔兰进一步走向完全接受LGBTQ的道路。请告诉我们激发您竞选活动的社会行为和/或文化见解爱尔兰已经从一个保守的天主教国家转变为一个更加自由和接受的国家，成为第一个通过全民投票2015年将同性婚姻合法化的国家。然而，在爱尔兰，父亲仍然代表着保守的观点。骄傲游行中缺少他们的存在，LGBTQ社区也缺少他们的支持。我们知道，为了使爱尔兰在完全接受LGBTQ的道路上更进一步，我们需要让爸爸上船。事实证明，他们所需要的只是电梯。

骄傲的爸爸

案例简介：Why is this work relevant for Brand Experience & Activation? Dublin Bus is held up as one of Europe’s best in class LGBTQ employers. Supporting diversity and fostering acceptance is intrinsic to the brand, and as a public service provider, it’s a message that is important to convey to both employees and the public. A brand activation was key to this project as we needed to make change happen at a real event, Pride. The day gave us a platform to reach the LGBTQ community and people of Dublin en masse. Dublin Bus’ mantra is ‘Every Journey Matters’, and it was never truer that at Pride 2018. Background Ireland has transformed from a conservative country with Catholic views, to a liberal one, becoming the first country to legalise gay marriage by popular vote in 2015. 2018 was Dublin Bus’ 10th year supporting Dublin’s Pride parade. To mark this milestone, they wanted to do something meaningful to let the LGBTQ community, and general public, know that they champion equality and inclusivity. The 2018 Pride festival was themed ‘We are family’. Our brief was to use this theme, and Dublin Bus’s position as a Pride sponsor, to do something of value for the LGBTQ community. Describe the creative idea (20% of vote) Since 2015, the LGBTQ community walk in Pride with their legal rights. However, many of them walk without something equally important, the support of their father. We realised that to make Ireland a truly accepting, liberal and proud country, we needed to win the support of the dads. This led us to the idea – Proud Dads. We gave the fathers of Ireland a vehicle to show their love and support. 100’s of dads from all over Ireland picked up their LGBTQ kids on a Dublin Bus and brought them to Pride, moving Ireland forward to become a truly proud country. Describe the strategy (20% of vote) The primary target audience for this activation was the LGBTQ community and their family members. The secondary audience was all Dublin Bus customers, so we created a social video to share with them and beyond. The theme of this year’s Pride was ‘We are Family’. Over the years, Dublin Bus noticed that a lot of proud family members don’t go to Pride, they don’t feel it’s their place. Dublin Bus wanted to ensure that this year, they did go, making it a more inclusive event than ever before, and moving Ireland forward towards total acceptance of the LGBTQ community. Dublin Bus used their product, a few simple buses, and transformed them into vehicles that drove a message of love and support around the world. Describe the execution (30% of vote) In the weeks leading up to Pride, we scoured the country, recruiting hundreds of Dads to surprise their children by bringing them to Pride on a Dublin Bus. Dads from all over Ireland got on board. Dublin Bus literally provided a vehicle for these dads to show their love and support at Pride. In doing so it sent a strong message to the community, Dads, you are welcome at Pride and your kids want, need and value your support. On the day, we focused on filming a few of the dads surprising their children and the tears that ensued to give a flavour of the day to our audience on social and to the press. When the glitter had settled after Pride, the video was released on social and sent out to LGBTQ influencers and media. From there, the video was picked up by global media and millions of people List the results (30% of vote) The presence of the Proud Dads had a profound impact on their kids, the LGBTQ community and people around the world. The social video was viewed 7.5 million times in the first week. Organic shares drove the reach of the campaign and we melted the hearts of everyone from the public to celebrities to politicians. Proud Dads featured in editorial and broadcast coverage in 17 countries; 90 articles appeared in 70 publications. All of this led to approximately 136 million impressions across the globe. Positive sentiment for Dublin Bus soared, with many people commenting that they will never complain about Dublin Bus again! The most important result however, was bringing Ireland further on the journey towards total LGBTQ acceptance. Please tell us about the social behaviour and/or cultural insights that inspired your campaign Ireland has transformed from a conservative country with Catholic roots, to a more liberal and accepting one, becoming the first country to legalise same-sex marriage by popular vote in 2015. However, in Ireland, fathers still represent a conservative viewpoint. Their presence has been missing from the Pride parade, and their support has been missing from the LGBTQ community. We knew that in order to bring Ireland further on its journey towards total LGBTQ acceptance, we needed to get the dads onboard. It turns out, all they needed, was a lift.

Proud Dads

案例简介：为什么这项工作与品牌体验和激活相关？都柏林巴士被认为是欧洲最好的LGBTQ雇主之一。支持多样性和促进接受是品牌的内在本质，作为公共服务提供商，这是向员工和公众传达的重要信息。品牌激活是这个项目的关键，因为我们需要在一个真实的事件中做出改变，Pride。这一天为我们提供了一个接触LGBTQ社区和都柏林人民的平台。都柏林巴士的口头禅是 “每一次旅程都很重要”，而在Pride 2018，这一点从未如此真实。背景爱尔兰已经从一个持天主教观点的保守国家转变为一个自由国家，成为第一个通过全民投票2015年将同性恋婚姻合法化的国家。2018是都柏林巴士支持都柏林骄傲游行的第10个年头。为了纪念这一里程碑，他们想做一些有意义的事情，让LGBTQ社区和公众知道他们拥护平等和包容性。2018骄傲节的主题是 “我们是家庭”。我们的简介是利用这个主题，以及都柏林巴士作为骄傲赞助商的地位，为LGBTQ社区做一些有价值的事情。描述创意 (投票20%) 自2015以来，LGBTQ社区为自己的合法权利感到自豪。然而，他们中的许多人没有同样重要的东西，即父亲的支持。我们意识到，要使爱尔兰成为一个真正接受，自由和自豪的国家，我们需要赢得父亲的支持。这让我们想到了骄傲的爸爸。我们给了爱尔兰的父亲们一种表达他们的爱和支持的工具。来自爱尔兰各地的100名父亲在都柏林的公共汽车上接了他们的LGBTQ孩子，让他们感到自豪，推动爱尔兰成为一个真正自豪的国家。描述策略 (投票20%) 此激活的主要目标受众是LGBTQ社区及其家庭成员。次要受众是所有都柏林巴士客户，因此我们创建了一个社交视频与他们分享。今年的主题是 “我们是一家人”。多年来，都柏林巴士注意到很多骄傲的家庭成员不去骄傲，他们不觉得这是他们的地方。都柏林巴士希望确保今年他们确实参加了会议，使其比以往任何时候都更具包容性，并使爱尔兰朝着完全接受LGBTQ社区的方向前进。Dublin Bus使用了他们的产品，一些简单的公共汽车，并将它们转变为在世界各地传递爱和支持信息的车辆。描述执行情况 (投票30%) 在Pride的前几周，我们在全国范围内搜寻，招募了数百名父亲，通过将他们带到都柏林的Pride来给他们的孩子带来惊喜。来自爱尔兰各地的爸爸都上船了。都柏林巴士从字面上提供了一辆车，这些爸爸，以显示他们的爱和支持的骄傲。在这样做的过程中，它向社区发出了一个强烈的信息，爸爸们，欢迎你们来到Pride，你们的孩子想要、需要并珍视你们的支持。那天，我们专注于拍摄一些让他们的孩子感到惊讶的爸爸，以及随之而来的眼泪，这些眼泪在社交媒体和媒体上给我们的观众带来了一天的味道。当骄傲之后，闪闪发光的视频在社交网站上发布，并发送给LGBTQ影响者和媒体。从那里，视频被全球媒体和数百万人拾取列出结果 (投票30%) 骄傲的父亲的存在对他们的孩子，LGBTQ社区和世界各地的人们产生了深远的影响。社交视频在第一周被观看了750万次。有机股票推动了竞选活动的发展，我们融化了从公众到名人再到政客的每个人的心。骄傲的爸爸在17个国家/地区的编辑和广播报道中亮相; 90篇文章出现在70种出版物中。所有这些都给全球带来了大约1.36亿个印象。都柏林巴士的积极情绪飙升，许多人评论说他们再也不会抱怨都柏林巴士了!然而，最重要的结果是使爱尔兰进一步走向完全接受LGBTQ的道路。请告诉我们激发您竞选活动的社会行为和/或文化见解爱尔兰已经从一个保守的天主教国家转变为一个更加自由和接受的国家，成为第一个通过全民投票2015年将同性婚姻合法化的国家。然而，在爱尔兰，父亲仍然代表着保守的观点。骄傲游行中缺少他们的存在，LGBTQ社区也缺少他们的支持。我们知道，为了使爱尔兰在完全接受LGBTQ的道路上更进一步，我们需要让爸爸上船。事实证明，他们所需要的只是电梯。

Proud Dads

案例简介：Why is this work relevant for Brand Experience & Activation? Dublin Bus is held up as one of Europe’s best in class LGBTQ employers. Supporting diversity and fostering acceptance is intrinsic to the brand, and as a public service provider, it’s a message that is important to convey to both employees and the public. A brand activation was key to this project as we needed to make change happen at a real event, Pride. The day gave us a platform to reach the LGBTQ community and people of Dublin en masse. Dublin Bus’ mantra is ‘Every Journey Matters’, and it was never truer that at Pride 2018. Background Ireland has transformed from a conservative country with Catholic views, to a liberal one, becoming the first country to legalise gay marriage by popular vote in 2015. 2018 was Dublin Bus’ 10th year supporting Dublin’s Pride parade. To mark this milestone, they wanted to do something meaningful to let the LGBTQ community, and general public, know that they champion equality and inclusivity. The 2018 Pride festival was themed ‘We are family’. Our brief was to use this theme, and Dublin Bus’s position as a Pride sponsor, to do something of value for the LGBTQ community. Describe the creative idea (20% of vote) Since 2015, the LGBTQ community walk in Pride with their legal rights. However, many of them walk without something equally important, the support of their father. We realised that to make Ireland a truly accepting, liberal and proud country, we needed to win the support of the dads. This led us to the idea – Proud Dads. We gave the fathers of Ireland a vehicle to show their love and support. 100’s of dads from all over Ireland picked up their LGBTQ kids on a Dublin Bus and brought them to Pride, moving Ireland forward to become a truly proud country. Describe the strategy (20% of vote) The primary target audience for this activation was the LGBTQ community and their family members. The secondary audience was all Dublin Bus customers, so we created a social video to share with them and beyond. The theme of this year’s Pride was ‘We are Family’. Over the years, Dublin Bus noticed that a lot of proud family members don’t go to Pride, they don’t feel it’s their place. Dublin Bus wanted to ensure that this year, they did go, making it a more inclusive event than ever before, and moving Ireland forward towards total acceptance of the LGBTQ community. Dublin Bus used their product, a few simple buses, and transformed them into vehicles that drove a message of love and support around the world. Describe the execution (30% of vote) In the weeks leading up to Pride, we scoured the country, recruiting hundreds of Dads to surprise their children by bringing them to Pride on a Dublin Bus. Dads from all over Ireland got on board. Dublin Bus literally provided a vehicle for these dads to show their love and support at Pride. In doing so it sent a strong message to the community, Dads, you are welcome at Pride and your kids want, need and value your support. On the day, we focused on filming a few of the dads surprising their children and the tears that ensued to give a flavour of the day to our audience on social and to the press. When the glitter had settled after Pride, the video was released on social and sent out to LGBTQ influencers and media. From there, the video was picked up by global media and millions of people List the results (30% of vote) The presence of the Proud Dads had a profound impact on their kids, the LGBTQ community and people around the world. The social video was viewed 7.5 million times in the first week. Organic shares drove the reach of the campaign and we melted the hearts of everyone from the public to celebrities to politicians. Proud Dads featured in editorial and broadcast coverage in 17 countries; 90 articles appeared in 70 publications. All of this led to approximately 136 million impressions across the globe. Positive sentiment for Dublin Bus soared, with many people commenting that they will never complain about Dublin Bus again! The most important result however, was bringing Ireland further on the journey towards total LGBTQ acceptance. Please tell us about the social behaviour and/or cultural insights that inspired your campaign Ireland has transformed from a conservative country with Catholic roots, to a more liberal and accepting one, becoming the first country to legalise same-sex marriage by popular vote in 2015. However, in Ireland, fathers still represent a conservative viewpoint. Their presence has been missing from the Pride parade, and their support has been missing from the LGBTQ community. We knew that in order to bring Ireland further on its journey towards total LGBTQ acceptance, we needed to get the dads onboard. It turns out, all they needed, was a lift.

骄傲的爸爸

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Proud Dads

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骄傲的爸爸

骄傲的爸爸

Proud Dads

Proud Dads

骄傲的爸爸

Proud Dads

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