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干燥-好奇
案例简介：Circus Maximus为ALAViDA创建了一个综合营销活动，ALAViDA是一种现代酒精疗法，结合了药物和教练或技术支持的治疗工具。ALAViDA帮助82.5% 在酗酒中挣扎的客户重新控制了他们与酒精的关系。目标是建立对ALAViDA品牌的认识，并鼓励人们以一种非判断性和较轻的方式反思自己的饮酒，并最终为正在投资于员工健康的公司树立起名声。 “干好奇” 运动在加拿大温哥华发起，并将贯穿12月22日。媒体关注的是OOH (酒吧中的海报，内部汽车卡和公交亭上的数字公路海报)，数字/程序化，社交和地理围栏移动设备。摄影展示了宿醉的身体痛苦以及经常因大量饮酒而导致的精力和动力不足。最终，该计划是在北美2020年推出。马戏团马克西姆斯 (Circus maximus) 在一次投球后赢得了7月的任务，这是阿拉维达 (ALAViDA) 的第一场比赛。 马戏团马克西姆斯 (Circus Maximus) 的瑞安·库彻 (Ryan Kutscher) 说: “有了 '干好奇'，我们邀请人们加入到减少饮酒的趋势中来，让这种生活方式正常化。”“这是一个文化上的机会，可以通过与酒精建立新的更好的关系来减轻饮酒的耻辱。” 这项工作针对的是年龄在35至60岁之间的重度饮酒者，他们在生活的大多数方面都很成功。这些人中有高功能的高成就者，例如律师，股票经纪人，创意总监和医生，他们与酒精有 “破裂” 的关系。他们每周喝六杯以上的酒-而且通常更多，也许在周末暴饮暴食。他们想要更健康的生活，目标是少喝酒，但他们往往不认为自己是酗酒者。他们没有时间或兴趣参加支持小组或康复中心，可能无法退出火鸡。他们宁愿把事情保密。 马戏团马克西姆斯 (Circus Maximus) 希望创建一种替代传统方法的方法，并创造了一条感觉可能引发运动的线条: # drycurious诞生了。 ALAViDA首席执行官兼联合创始人埃利奥特·斯通 (Elliot Stone) 表示: “许多人开始重新审视他们的酒精使用情况，许多企业也纷纷效仿。”“他们已经对自己对酒精的行为感到好奇; 我们只需要一个自己的集会口号，说 '如果你想少喝酒，就加入我们吧。'” Wit是OOH buy的媒体机构，Alameda互联网营销负责数字购买。
干燥-好奇
案例简介：Circus Maximus has created an integrated-marketing campaign for ALAViDA, a modern alcohol treatment that combines medication and coaching or therapy tools powered by technology. ALAViDA has helped 82.5% of clients struggling with heavy drinking regain control of their relationship with alcohol. The objective is to build awareness of the ALAViDA brand and encourage people to reflect on their drinking—in a non-judgmental and lighter way—and ultimately, get the name out there for corporations that are investing in their employees’ health. The “Dry Curious” campaign launched in Vancouver, Canada, and will run through Dec. 22. The media focuses on OOH (posters in bars, interior car cards and digital wayfaring posters on transit kiosks), digital/programmatic, social, and geofenced mobile. The photography demonstrates the physical pain of a hangover and the lack of energy and motivation that often result from heavy drinking. Ultimately, the plan is to launch in North America in 2020. Circus Maximus’ won the assignment in July after a pitch, and this is the first campaign for ALAViDA. “With ‘Dry Curious,’ we’re inviting people to join the trend to consume less alcohol and normalizing that lifestyle,” says Ryan Kutscher, Circus Maximus. “It’s a cultural opportunity to lessen the stigma of drinking by creating a new and better relationship with alcohol.” The work targets heavy drinkers between the ages of 35 and 60 who are successful in most aspects of life. Among these are high-functioning high achievers such as lawyers, stockbrokers, creative directors, and doctors who have a “broken” relationship with alcohol. They consume more than six drinks a week—and often far more, perhaps binging on the weekend. They want a healthier life and aim to drink less, but they often don’t see themselves as alcoholics. They don’t have the time or interest for a support group or rehab and may not be able to quit cold turkey. They would prefer to keep things private. Circus Maximus wanted to create an alternative to traditional methods and coined a line that felt like it could spark a movement: #drycurious was born. “Many people are beginning to reexamine their alcohol use, and a lot of businesses are following suit,” said Elliot Stone, CEO and co-founder of ALAViDA. “They are already curious about their behavior toward alcohol; we just needed an ownable rallying cry that said, ‘If you’ve thought about drinking less, join us.’” Wit is the media agency for the OOH buy and Alameda Internet Marketing handled the digital buy.
Dry-Curious
案例简介：Circus Maximus为ALAViDA创建了一个综合营销活动，ALAViDA是一种现代酒精疗法，结合了药物和教练或技术支持的治疗工具。ALAViDA帮助82.5% 在酗酒中挣扎的客户重新控制了他们与酒精的关系。目标是建立对ALAViDA品牌的认识，并鼓励人们以一种非判断性和较轻的方式反思自己的饮酒，并最终为正在投资于员工健康的公司树立起名声。 “干好奇” 运动在加拿大温哥华发起，并将贯穿12月22日。媒体关注的是OOH (酒吧中的海报，内部汽车卡和公交亭上的数字公路海报)，数字/程序化，社交和地理围栏移动设备。摄影展示了宿醉的身体痛苦以及经常因大量饮酒而导致的精力和动力不足。最终，该计划是在北美2020年推出。马戏团马克西姆斯 (Circus maximus) 在一次投球后赢得了7月的任务，这是阿拉维达 (ALAViDA) 的第一场比赛。 马戏团马克西姆斯 (Circus Maximus) 的瑞安·库彻 (Ryan Kutscher) 说: “有了 '干好奇'，我们邀请人们加入到减少饮酒的趋势中来，让这种生活方式正常化。”“这是一个文化上的机会，可以通过与酒精建立新的更好的关系来减轻饮酒的耻辱。” 这项工作针对的是年龄在35至60岁之间的重度饮酒者，他们在生活的大多数方面都很成功。这些人中有高功能的高成就者，例如律师，股票经纪人，创意总监和医生，他们与酒精有 “破裂” 的关系。他们每周喝六杯以上的酒-而且通常更多，也许在周末暴饮暴食。他们想要更健康的生活，目标是少喝酒，但他们往往不认为自己是酗酒者。他们没有时间或兴趣参加支持小组或康复中心，可能无法退出火鸡。他们宁愿把事情保密。 马戏团马克西姆斯 (Circus Maximus) 希望创建一种替代传统方法的方法，并创造了一条感觉可能引发运动的线条: # drycurious诞生了。 ALAViDA首席执行官兼联合创始人埃利奥特·斯通 (Elliot Stone) 表示: “许多人开始重新审视他们的酒精使用情况，许多企业也纷纷效仿。”“他们已经对自己对酒精的行为感到好奇; 我们只需要一个自己的集会口号，说 '如果你想少喝酒，就加入我们吧。'” Wit是OOH buy的媒体机构，Alameda互联网营销负责数字购买。
Dry-Curious
案例简介：Circus Maximus has created an integrated-marketing campaign for ALAViDA, a modern alcohol treatment that combines medication and coaching or therapy tools powered by technology. ALAViDA has helped 82.5% of clients struggling with heavy drinking regain control of their relationship with alcohol. The objective is to build awareness of the ALAViDA brand and encourage people to reflect on their drinking—in a non-judgmental and lighter way—and ultimately, get the name out there for corporations that are investing in their employees’ health. The “Dry Curious” campaign launched in Vancouver, Canada, and will run through Dec. 22. The media focuses on OOH (posters in bars, interior car cards and digital wayfaring posters on transit kiosks), digital/programmatic, social, and geofenced mobile. The photography demonstrates the physical pain of a hangover and the lack of energy and motivation that often result from heavy drinking. Ultimately, the plan is to launch in North America in 2020. Circus Maximus’ won the assignment in July after a pitch, and this is the first campaign for ALAViDA. “With ‘Dry Curious,’ we’re inviting people to join the trend to consume less alcohol and normalizing that lifestyle,” says Ryan Kutscher, Circus Maximus. “It’s a cultural opportunity to lessen the stigma of drinking by creating a new and better relationship with alcohol.” The work targets heavy drinkers between the ages of 35 and 60 who are successful in most aspects of life. Among these are high-functioning high achievers such as lawyers, stockbrokers, creative directors, and doctors who have a “broken” relationship with alcohol. They consume more than six drinks a week—and often far more, perhaps binging on the weekend. They want a healthier life and aim to drink less, but they often don’t see themselves as alcoholics. They don’t have the time or interest for a support group or rehab and may not be able to quit cold turkey. They would prefer to keep things private. Circus Maximus wanted to create an alternative to traditional methods and coined a line that felt like it could spark a movement: #drycurious was born. “Many people are beginning to reexamine their alcohol use, and a lot of businesses are following suit,” said Elliot Stone, CEO and co-founder of ALAViDA. “They are already curious about their behavior toward alcohol; we just needed an ownable rallying cry that said, ‘If you’ve thought about drinking less, join us.’” Wit is the media agency for the OOH buy and Alameda Internet Marketing handled the digital buy.
干燥-好奇
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Dry-Curious
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