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瓢虫
案例简介：简要说明: 我们发现 “同情，然后寻求帮助” 这个公式是广告的发明，而不是孩子们真正想要的: 分享他们的快乐, 所以我们需要改变这种思维方式来达到 2010 的目标。 描述客户的简报: 去年，Teleton 没有达到 200万鞋底的目标。今年的挑战是找到实现这一目标的途径。 描述你是如何到达最终设计的: 基于 “改变对快乐的同情” 的概念，我们决定把注意力集中在让人们同情孩子的同样的物品上: 他们沉重的轮椅和冰冷的拐杖。该机构的创意团队、塑料艺术家和残疾儿童组成的团队取代了脆弱的拐杖，取代了坚固的手臂，并取代了限制轮椅，成为娱乐车辆。 表明市场的结果有多成功: 在最初的 48 小时内，激活和 TVC 有 11,000 多个粉丝。大量大众媒体报道了这一事件，筹集的资金总额为 300万 346,000 8 底。Teleton 以 67% 的速度超越了目标，但最重要的是，这个想法改变了所有秘鲁人的态度，从现在开始，他们会微笑着帮忙。
瓢虫
案例简介：Brief Explanation: We discovered that the formula “give pity, then ask for help” was an invention of advertising and not a reflection of what the kids really wanted: TO SHARE THEIR JOY, so we needed to change that way of thinking to reach the goal for 2010. Describe the brief from the client: Last year, Teleton didn’t reach its goal of 2 million soles. This year, the challenge was to find the way to reach it. Description of how you arrived at the final design: Based on the concept “CHANGE PITY FOR JOY”, we decided to focus our attention on the very same objects that cause people to pity the kids: their heavy wheelchairs and cold crutches. The team formed between the agency’s creative team, plastic artists and the handicapped kids replaced the fragile crutches for strongly built arms and the restraining wheelchairs for fun vehicles of play. Indication of how successful the outcome was in the market: The activation and TVC had more than 11,000 fans in the first 48 hours. Plenty of mass media covered the event an the total amount of money raised was 3 million 346 thousand 8 soles. Teleton surpassed the goal by 67%, but most importantly, the idea generated a change in attitude in all Peruvians and from now on, they help with a smile.
Ladybug
案例简介：简要说明: 我们发现 “同情，然后寻求帮助” 这个公式是广告的发明，而不是孩子们真正想要的: 分享他们的快乐, 所以我们需要改变这种思维方式来达到 2010 的目标。 描述客户的简报: 去年，Teleton 没有达到 200万鞋底的目标。今年的挑战是找到实现这一目标的途径。 描述你是如何到达最终设计的: 基于 “改变对快乐的同情” 的概念，我们决定把注意力集中在让人们同情孩子的同样的物品上: 他们沉重的轮椅和冰冷的拐杖。该机构的创意团队、塑料艺术家和残疾儿童组成的团队取代了脆弱的拐杖，取代了坚固的手臂，并取代了限制轮椅，成为娱乐车辆。 表明市场的结果有多成功: 在最初的 48 小时内，激活和 TVC 有 11,000 多个粉丝。大量大众媒体报道了这一事件，筹集的资金总额为 300万 346,000 8 底。Teleton 以 67% 的速度超越了目标，但最重要的是，这个想法改变了所有秘鲁人的态度，从现在开始，他们会微笑着帮忙。
Ladybug
案例简介：Brief Explanation: We discovered that the formula “give pity, then ask for help” was an invention of advertising and not a reflection of what the kids really wanted: TO SHARE THEIR JOY, so we needed to change that way of thinking to reach the goal for 2010. Describe the brief from the client: Last year, Teleton didn’t reach its goal of 2 million soles. This year, the challenge was to find the way to reach it. Description of how you arrived at the final design: Based on the concept “CHANGE PITY FOR JOY”, we decided to focus our attention on the very same objects that cause people to pity the kids: their heavy wheelchairs and cold crutches. The team formed between the agency’s creative team, plastic artists and the handicapped kids replaced the fragile crutches for strongly built arms and the restraining wheelchairs for fun vehicles of play. Indication of how successful the outcome was in the market: The activation and TVC had more than 11,000 fans in the first 48 hours. Plenty of mass media covered the event an the total amount of money raised was 3 million 346 thousand 8 soles. Teleton surpassed the goal by 67%, but most importantly, the idea generated a change in attitude in all Peruvians and from now on, they help with a smile.
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