Instrument of Hope|海报/平面|广告营销案例【ADGuider广告指南】

希望的工具

案例简介：背景佛罗里达州帕克兰斯通曼道格拉斯高中发生了悲惨的大规模枪击事件，全世界都知道这所高中的学生有点不同。一些人在政治舞台上采取行动。其他人把他们的努力转向艺术。帕克兰幸存者成立的非营利组织 Shine MSD 就是这样诞生的。它的使命: 利用音乐和艺术的力量在悲剧发生后激发希望和团结 -- 甚至写一首原创歌曲成为他们变革的颂歌。这是一项令人惊奇的事业，但是他们需要一种声音更大的方式，确保其他人不会忘记。描述创意 (40% 的选票) 不负责任的枪支所有权的一个明显象征是 AR-15，帕克兰枪手使用的武器，以及它留下的毁灭外壳。正如灵儿的使命所显示的，将人们团结在一项事业周围的一个强有力的方式是音乐和艺术。我们的想法融合了这些并列的事实，通过采取痛苦和暴力的原因，黄铜 AR-15 弹壳，并把它变成独一无二的,手工制作的黄铜小号旨在传播希望、韧性和火花变化。希望的工具立即成为 Shine MSD 战斗的象征，也是保持枪支暴力对话在主舞台上的有力方式。描述执行情况 (40% 的选票) 我们与世界知名的黄铜乐器设计师 Josh Landress 合作，设计和制造希望小号的乐器。为什么是小号？从历史上看，小号是用来召唤武器的。我们想在这段历史的基础上再接再厉，创造一种小号，它不仅用它发出的声音，还用过的 AR-15 弹壳制成的材料来凝聚人们。小号对每个演奏它的人都有持久的影响。感受他们指尖上的子弹帽。看到子弹套管。听到它发出的独特声音。所有这些都提醒我们，引起痛苦的东西可以变成能激发积极变化和希望的美丽事物。但这不仅影响了音乐家。小号给它演奏的歌曲增添了一些特别的东西，在音乐家和他们的歌迷之间创造了一个特别的、团结的时刻。列出结果 (20% 的选票) 媒体预算为零，我们能够在短短两个月内接触到大量的人。惊慌失措!在迪斯科舞厅是第一个接听电话的人，其他人很快就跟进了: 复兴主义者，布莱恩 · 纽曼 (Lady Gaga 的小号手)，特色菜，凯顿 · 哈罗德，美国作家，阿莫斯 · 李,迈克尔 · 弗兰蒂、长号矮子和《俄克拉荷马州》百老汇演出。它不仅触及音乐家，迈阿密热火队甚至要求用它演奏国歌。成千上万的人听到小号在现场演奏。通过这些有影响力的人，我们在社交网站上接触了 1500万多人。通过我们的公关努力，超过 10 亿人在媒体上听到了这个信息。我们的追随者增加了 525%，社交互动每周增加 2,614%。我们倡议成功的一个例子是希望乐器出现在百老汇音乐剧《俄克拉荷马州》中，该音乐剧由美国全国广播公司新闻报道: https://youtu.be/BF2DljwHpv8

希望的工具

案例简介：Background Following the tragic mass shooting that took place at Stoneman Douglas High School in Parkland FL, the world came to know the students of this high school were a bit different. Some jumped to action in the political arena. Others turned their efforts toward the arts. And that’s how Shine MSD, a nonprofit formed by Parkland survivors, was born. Its mission: harnessing the power of music and arts to inspire hope and unity in the aftermath of tragedy — even writing an original song that became their anthem for change. It’s an amazing undertaking, but they needed a way to be louder and make sure others don’t forget. Describe the creative idea (40% of vote) A stark symbol of irresponsible gun ownership is the AR-15, the weapon used by the Parkland shooter, and the shells of destruction it leaves in its wake. A powerful way to unite people around a cause, as Shine’s mission has shown, is music and the arts. Our idea merged these juxtaposing truths by taking a cause of pain and violence, brass AR-15 bullet casings, and turning it into a one-of-a-kind, hand-crafted brass trumpet meant to spread hope, resilience and spark change. The Instrument of Hope immediately became a symbol of Shine MSD’s fight and a powerful way to keep the gun violence conversation on the main stage. Describe the execution (40% of vote) We worked with world renown brass instrument designer Josh Landress, the name in the custom instrument manufacturing, to design and build the Instrument of Hope trumpet. Why a trumpet? Historically the trumpet is played as a call to arms. We wanted to build upon this history, creating a trumpet that not only rallied people with the sound it makes, but also with the materials that it’s made from — spent AR-15 bullet casings. The trumpet had a lasting impact on everyone who played it. Feeling the bullet caps on their fingertips. Seeing the bullet casing tubing. Hearing the unique sound it makes. All a reminder that what causes pain can be turned into thing of beauty that sparks positive change and hope. But it didn’t only affect the musicians. The trumpet added something special to the songs it played, creating a special, uniting moment between musicians and their fans. List the results (20% of vote) With a media budget of zero, we were able to reach a remarkable number of people in just two months. Panic! At the Disco was the first to answer the call and others soon followed: The Revivalists, Brian Newman (Lady Gaga’s Trumpeter), The Specials, Keyon Harrold, American Authors, Amos Lee, Michael Franti, Trombone Shorty, and “Oklahoma!” the Broadway show. And it didn’t just touch musicians, the Miami Heat NBA team even requested to play the National Anthem with it. Tens of thousands heard the Trumpet played live. We reached over 15 million people on social through these influencers. Over a billion heard the message in the media through our PR efforts. We grew our followers by 525% and increased interactions on social by 2,614% week over week. One example of the success of our initiative is that the Instrument of Hope was featured in the Broadway Musical Oklahoma, which was covered by NBC News: https://youtu.be/BF2DljwHpv8