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亲爱的未来妈妈
案例简介：描述客户的简报: Coordown 是支持唐氏综合症患者权利的意大利组织。2014年2月9日，该组织收到一封来自未来妈妈的电子邮件: “我正在期待一个唐氏综合症的孩子。我很害怕: 我的孩子会有什么样的生活？" 创意执行: 没有人比患有唐氏综合症的人更能让妈妈放心，尽管她的孩子的生活有多有希望和快乐。 简短/目标的创造性解决方案: 在世界唐氏综合症日，Coordown 用 YouTube 视频回复。在视频中，患有唐氏综合症的年轻人对母亲的恐惧做出了回应，解释了她的孩子享受充实生活的所有方式: “亲爱的未来妈妈，不要害怕.你的孩子将能够去上学.他将能够学会写作.他就能工作了。有时会很困难.几乎不可能…但是对所有的母亲来说，不是这样吗？视频结尾是对母亲的希望: “你的孩子会快乐。你也会快乐的。" 结果: 该活动吸引了全球媒体的广泛报道，在世界唐氏综合症日这一周，这是世界上最共有的活动。甚至 YouTube 和意大利总理马泰奥 · 伦齐也分享了这段视频。我们喜欢认为，在未来，只要有一个害怕的母亲需要帮助，这个视频就会让她放心。就像它让激励这场运动的母亲放心一样。以下是她在看了视频后给 CoorDown 的回信: “我不知道如何感谢你。但我知道我很期待见到我的儿子。" 该活动吸引了全球 20 多个国家的媒体广泛报道。 在第一周，Youtube 视频被观看超过 500万次，分享超过 750,000 次。 在世界唐氏综合症日的一周，该视频是世界上最受欢迎的视频 (在病毒视频图表上排名第一)。
亲爱的未来妈妈
案例简介：Describe the brief from the client: Coordown is the Italian organization that champions the rights of people with Down syndrome. On the 9th of February 2014, the organization received an email from a future mom: “I’m expecting a baby with Down syndrome. I’m scared: what kind of life will my child have?” Creative Execution: Nobody better than people with Down syndrome could reassure the mom about how promising and joyful the life of her child can be, in spite of the condition. Creative Solution to the Brief/Objective: On World Down Syndrome Day, Coordown replied with a YouTube video. In the video, young adults with Down Syndrome respond to the mom’s fears explaining all the ways her child will enjoy a full and fulfilling life: "Dear future mom, don’t be afraid... your child will be able to go to school... he'll be able to learn to write... he'll be able to work. Sometimes it will be difficult... almost impossible... but isn’t it like that for all mothers?” The video ends with a message of hope for the mother: “Your child can be happy. And you’ll be happy too.” Results: The campaign attracted extensive global media coverage and, on the week of World Down Syndrome day, it was the world’s most shared campaign. Even YouTube and the Italian Prime Minister, Matteo Renzi, shared the video. We like to think that, in the future, wherever there is a scared mother who needs help, this video will be there to reassure her. Just like it reassured the mother who inspired the campaign. Here is what she wrote back to CoorDown, after seeing the video: "I don’t know how to thank you. But I do know I'm looking forward to meeting my son." The campaign attracted extensive global media coverage in more than 20 countries all over the world. On the first week, the Youtube video was viewed more than 5 million times and shared more than 750,000 times. On the week of World Down Syndrome Day, the video was the world’s most shared video (#1 on Viral Video Chart).
DEAR FUTURE MOM
案例简介：描述客户的简报: Coordown 是支持唐氏综合症患者权利的意大利组织。2014年2月9日，该组织收到一封来自未来妈妈的电子邮件: “我正在期待一个唐氏综合症的孩子。我很害怕: 我的孩子会有什么样的生活？" 创意执行: 没有人比患有唐氏综合症的人更能让妈妈放心，尽管她的孩子的生活有多有希望和快乐。 简短/目标的创造性解决方案: 在世界唐氏综合症日，Coordown 用 YouTube 视频回复。在视频中，患有唐氏综合症的年轻人对母亲的恐惧做出了回应，解释了她的孩子享受充实生活的所有方式: “亲爱的未来妈妈，不要害怕.你的孩子将能够去上学.他将能够学会写作.他就能工作了。有时会很困难.几乎不可能…但是对所有的母亲来说，不是这样吗？视频结尾是对母亲的希望: “你的孩子会快乐。你也会快乐的。" 结果: 该活动吸引了全球媒体的广泛报道，在世界唐氏综合症日这一周，这是世界上最共有的活动。甚至 YouTube 和意大利总理马泰奥 · 伦齐也分享了这段视频。我们喜欢认为，在未来，只要有一个害怕的母亲需要帮助，这个视频就会让她放心。就像它让激励这场运动的母亲放心一样。以下是她在看了视频后给 CoorDown 的回信: “我不知道如何感谢你。但我知道我很期待见到我的儿子。" 该活动吸引了全球 20 多个国家的媒体广泛报道。 在第一周，Youtube 视频被观看超过 500万次，分享超过 750,000 次。 在世界唐氏综合症日的一周，该视频是世界上最受欢迎的视频 (在病毒视频图表上排名第一)。
DEAR FUTURE MOM
案例简介：Describe the brief from the client: Coordown is the Italian organization that champions the rights of people with Down syndrome. On the 9th of February 2014, the organization received an email from a future mom: “I’m expecting a baby with Down syndrome. I’m scared: what kind of life will my child have?” Creative Execution: Nobody better than people with Down syndrome could reassure the mom about how promising and joyful the life of her child can be, in spite of the condition. Creative Solution to the Brief/Objective: On World Down Syndrome Day, Coordown replied with a YouTube video. In the video, young adults with Down Syndrome respond to the mom’s fears explaining all the ways her child will enjoy a full and fulfilling life: "Dear future mom, don’t be afraid... your child will be able to go to school... he'll be able to learn to write... he'll be able to work. Sometimes it will be difficult... almost impossible... but isn’t it like that for all mothers?” The video ends with a message of hope for the mother: “Your child can be happy. And you’ll be happy too.” Results: The campaign attracted extensive global media coverage and, on the week of World Down Syndrome day, it was the world’s most shared campaign. Even YouTube and the Italian Prime Minister, Matteo Renzi, shared the video. We like to think that, in the future, wherever there is a scared mother who needs help, this video will be there to reassure her. Just like it reassured the mother who inspired the campaign. Here is what she wrote back to CoorDown, after seeing the video: "I don’t know how to thank you. But I do know I'm looking forward to meeting my son." The campaign attracted extensive global media coverage in more than 20 countries all over the world. On the first week, the Youtube video was viewed more than 5 million times and shared more than 750,000 times. On the week of World Down Syndrome Day, the video was the world’s most shared video (#1 on Viral Video Chart).
亲爱的未来妈妈
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DEAR FUTURE MOM
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基本信息
- 广告战役： #Coordown Onlus-DM-f7b4#
- 广告品牌： Coordown Onlus
- 发布日期： 2013-03-11
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 意大利语
- 媒介平台： 网络
- 获得奖项：
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