Drinkers Pay Their Way|图文,短视频|广告营销案例【ADGuider广告指南】

饮酒者付出代价

案例简介：一个学校乐队入侵了一个受欢迎的电视节目，以警告未成年人饮酒问题Bruketa & Zinic & Grey为克罗地亚公共卫生研究所发起了这项运动。令人震惊的统计数据表明，克罗地亚是欧洲青年饮酒率最高的国家之一。据报道，克罗地亚6.7% 名13岁男孩和3.7% 名13岁女孩说，他们一生中喝了两次或两次以上。如何提高青少年及其父母对未成年饮酒会导致的破坏性后果的认识？Bruketa & Zinic & Grey机构为克罗地亚公共卫生研究所发起了一场运动，并入侵了超级人才Nove TV (克罗地亚的达人秀)，这是克罗地亚在目标观众中最受欢迎的电视节目，并设计了一个概念来传达强烈的信息。该机构争取了才华横溢的高中乐队Bonar的合作。乐队是克罗地亚达人秀的参赛者之一，有资格进入决赛。每个人都相信决赛中的歌曲将是克罗地亚流行乐队Magazin的流行Opijum歌曲。令陪审团和观众感到惊讶的是，他们确实演唱了这首歌，但新歌词显示了青少年饮酒的可怕影响。在表演结束时，他们在舞台上悬挂了一条横幅，上面写着 “饮酒者付钱”，并解释了他们歌曲的基本信息，但还没有透露一切。只有在媒体广泛报道了他们的表演之后，克罗地亚公共卫生研究所才宣布Bonar乐队为其竞选活动的大使，并分享了有关克罗地亚青少年饮酒障碍的毁灭性最新统计数据。Bonar乐队的信息并没有被忽视，因为它们是传统媒体和社交媒体的话题。新的立法即将在议会讨论，但由于大流行，该法案被停止。克罗地亚格雷为克罗地亚公共卫生研究所创建的内容广告，类别包括: 卫生、公共利益、非政府组织。

饮酒者付出代价

案例简介：A school band hacks a popular TV show to warn against underage drinking issues Bruketa&Zinic&Grey created this campaign for Croatian Institute of Public Health The alarming statistics suggests that Croatia is one of the countries with the highest youth drinking rates in Europe. Reportedly, 6.7% 13-year-old boys and 3.7% 13-year-old girls in Croatia said they had been drunk two or more times in their lives. How to raise awareness amongst teenagers and their parents of the damaging ramifications underage drinking will lead to? Bruketa&Zinic&Grey Agency has created a campaign for Croatian Institute of Public Health and hacked the Supertalent Nove TV (Croatia’s Got Talent Show), the most popular TV show in Croatia among the target audience and devised a concept to send a strong message. The Agency enlisted the cooperation of a talented high-school band Bonar. The band was one of the contestants on the Croatia’s Got Talent Show that qualified for the final. Everybody believed their song in the final would be the popular Opijum song by Magazin, a Croatian pop band. To the surprise of the jury and the audience, they did sing the song but with new lyrics showing the dreadful effects of teenage alcohol consumption. At the end of their act, they strung a banner across the stage that read “Drinkers pay their way” and explained the underlying message of their song, without revealing it all yet. Only after the media’s extensive coverage of their performance did the Croatian Institute of Public Health announce the Bonar band as the ambassador of their campaign, sharing the devastating current statistics about alcohol use disorder in adolescents in Croatia. The Bonar Band’s message did not go unnoticed as they were the talk of the traditional as well as the social media. The new legislation was about to be discussed in the parliament, but due to the pandemic, the bill was stopped. Content advertisement created by Grey, Croatia for Croatian Institute of Public Health, within the categories: Health, Public Interest, NGO.