Pure Imagination Project|短视频|广告营销案例【ADGuider广告指南】

纯粹的想象项目

案例简介：一个不幸的事实是，许多人认为老年痴呆症只是记忆丧失，而它实际上是全世界 4700万人的致命疾病。每 66 秒就有人患上老年痴呆症。它杀死的人比乳腺癌和前列腺癌的总和还要多。然而，老年痴呆症经常被排除在新闻和社交媒体的对话之外。纯粹的想象力项目是一个无偿的倡议，试图引起广泛关注这种毁灭性疾病的影响，需要想象力来寻找治愈方法, 以及对老年痴呆症协会努力的认识。我们的灵感来自阿尔茨海默氏症最著名的受害者之一，他扮演的最具标志性的角色之一: 吉恩 · 怀尔德在威利 · 旺卡和巧克力工厂表演 “纯粹的想象力”。认识到老年痴呆症协会使命的紧迫性，吉恩 · 怀尔德庄园、华纳兄弟和环球音乐集团首次允许对经典的 1971 电影进行视觉上的重新想象。提高对老年痴呆症的认识和寻找治疗方法的想象力的需要,我们希望让老年痴呆症协会的核心观众 -- 护理人员和倡导者 -- 参与进来。但是，我们还必须提高那些尚未受到这种疾病影响的人的认识，或者提高他们对这种疾病的认识。我们需要在情感层面上接触人们，并通过更容易理解老年痴呆症的影响来激发行动。加上失去基因怀尔德与这种毁灭性疾病的联系，只会进一步牵动心弦。 “纯粹的想象” 和它关于想象力量的信息是有史以来最鼓舞人心的歌曲之一。为 1971 电影《威利 · 旺卡与巧克力工厂》而写，由吉恩 · 怀尔德演唱为《威利 · 旺卡》，这首歌和电影场景有着内在的联系, 所以只有怀尔德的原始表演可以使用。当旺卡想象中充满糖果的世界在视觉上一片片地消失，与阿尔茨海默病的影响平行时, 音乐让我们充满了希望和信念，相信通过想象力，任何事情都是可能的 -- 包括一个没有老年痴呆症的世界。超越纯粹的想象项目产生了深远的影响,在至关重要的国家阿尔茨海默病意识月和度假季节，越来越多的人使用 # PureImagination 谈论阿尔茨海默病。作为一个提供支持的能力有限的非营利组织，该倡议严重依赖于通过拥有和赢得的媒体获得观看和分享。这个纯粹的想象项目获得了超过 200万的视频观看和 7.864亿的媒体印象，价值 2750万美元。关于纯粹的想象项目，凯伦 · 怀尔德说，“当我看到这场运动时，我知道它出色而美丽地捕捉到了阿尔茨海默氏症可以带走的一切,我希望它能激励人们学习更多的东西，并为后代努力改变这种疾病的进程。 “吉恩 · 怀尔德和威利 · 旺卡一样，穿着紫色外套，紫色是老年痴呆症运动的颜色，这也许不是巧合。执行作为综合数字系统启动的纯粹想象项目,11月，在美国国家阿尔茨海默病意识月期间，社会和公共关系倡议。这段视频是通过阿尔茨海默氏症协会的网站、 YouTube 、 Facebook 、 Twitter 和 Instagram 分享的，还有当地分会、名人和影响者倡导者的额外社交分享。在阿尔茨海默氏症协会的社交网络上发布给了视频的可信度和传播的支持基础。“纯粹想象” 场景的引人入胜的翻拍，神奇地消失了糖果和令人惊讶的黑暗而充满希望的扭曲，被编辑到社交分享和大众媒体报道的最佳长度。凯伦 · 怀尔德的视频和一篇文章受到了加入对抗老年痴呆症项目的启发，获得了媒体的报道，如 Adweek 、广告时代、鼓, 美国广播公司新闻，今日美国，滚石，娱乐周刊，名利场，人民，医生，独立,每日邮报和 RTE。运动描述威利 · 旺卡 & 巧克力工厂的经典 “纯粹想象” 场景在视觉上被重新想象，使旺卡充满糖果的想象世界逐渐消失, 然后以指数速度增长，直到一无所有，这与阿尔茨海默氏症的影响惊人地相似。当吉恩 · 怀尔德唱 “纯粹的想象力” 时，巨大的棒棒糖、巧克力瀑布、糖果棒、软糖熊、口香糖、甘草、奶油蘑菇就在孩子们和他们的父母面前消失了。甚至可以食用的郁金香 Wonka 也从他手中消失了。一个不祥但鼓舞人心的信息出现在屏幕上: “老年痴呆症可以一块一块地窃取你的想象力。但是在你的帮助下，想象我们如何结束它。怀尔德随后回到屏幕上唱道，“跟我来，你会在一个纯粹想象的世界里”，因为所有的糖果很快就会出现，巧克力工厂也会出现回归生活，让观众充满希望和可能性。

纯粹的想象项目

案例简介：An unfortunate truth is that many believe Alzheimer’s is just memory loss when it’s actually a fatal disease for 47 million people worldwide. Every 66 seconds someone develops Alzheimer’s. It kills more than breast cancer and prostate cancer combined. Yet Alzheimer’s often remains out of the news and social media conversation. The Pure Imagination Project was a pro bono initiative seeking to bring widespread attention to the effects of this devastating disease, the need for imagination in finding a cure, and awareness of The Alzheimer’s Association’s efforts. We were inspired by one of Alzheimer’s best-known victims in one of his most iconic roles: Gene Wilder as Willy Wonka performing “Pure Imagination” in Willy Wonka & The Chocolate Factory. Recognizing the urgency of The Alzheimer’s Association’s mission, the Gene Wilder estate, Warner Brothers, and Universal Music Group gave permission to visually reimagine the classic 1971 film for the first time.StrategyTo raise awareness of Alzheimer’s and the need for imagination in finding a cure, we want to engage The Alzheimer’s Association’s core audience of caregivers and advocates. But we also must raise awareness among those not yet affected by the disease or too young to think they need to care about it. We need to touch people on an emotional level and inspire action by making it easier to understand the effects of Alzheimer’s. Adding the connection of losing Gene Wilder to this devastating disease only tugs on the heartstrings further.Relevancy“Pure Imagination” and its message about the power of imagination is one of the most inspirational songs of all time. Written for the 1971 film, Willy Wonka & The Chocolate Factory, and sung by Gene Wilder as Willy Wonka, the song and movie scene are intrinsically linked, so only Wilder’s original performance could be used. As the candy-filled world of Wonka’s imagination is made to visually disappear piece by piece to parallel the effects of Alzheimer’s disease, the music fills us with hope and the belief that anything is possible with imagination — including a world without Alzheimer’s.OutcomeThe Pure Imagination Project made a profound difference, increasing conversation about Alzheimer’s using #PureImagination during the vital National Alzheimer’s Disease Awareness Month and holiday giving season. Being a nonprofit with limited ability to provide support, the initiative relied heavily on getting viewed and shared through owned and earned media. The Pure Imagination Project garnered over 2 million video views and 786.4 million media impressions worth $27.5 million in earned media. Regarding The Pure Imagination Project, Karen Wilder said, “When I saw this campaign, I knew that it brilliantly and beautifully captured all that Alzheimer’s can take away, and my hope is that it will motivate people to learn more and to seek to change the course of this disease for future generations.” Perhaps it’s no coincidence that Gene Wilder, as Willy Wonka, wore a purple coat and that purple is the color of the Alzheimer’s movement.ExecutionThe Pure Imagination Project launched as an integrated digital, social, and PR initiative during National Alzheimer’s Disease Awareness Month (U.S.) in November. The video was shared via the Alzheimer’s Association’s website, YouTube, Facebook, Twitter, and Instagram, with additional social sharing by local chapters, celebrities, and influencer advocates. Launching on The Alzheimer’s Association’s social networks gave the video credibility and a support base for sharing to spread from. The engaging remake of the “Pure Imagination” scene, with its magically disappearing candy and surprisingly dark yet hopeful twist, was edited to an optimal length for social sharing and mass media coverage. The video and an essay by Karen Wilder, who was inspired by the project to join the fight against Alzheimer’s, gained coverage by media outlets such as Adweek, Ad Age, The Drum, ABC News, USA Today, Rolling Stone, Entertainment Weekly, Vanity Fair, People, The Doctors, The Independent, Daily Mail, and RTE.Campaign DescriptionThe classic “Pure Imagination” scene from Willy Wonka & The Chocolate Factory was visually reimagined to make the candy-filled world of Wonka’s imagination disappear slowly piece by piece, then exponentially faster until there is nothing left, drawing a poignant parallel to the effects of Alzheimer’s. As Gene Wilder sings “Pure Imagination,” giant lollipops, chocolate waterfalls, candy canes, gummy bears, gumballs, licorice, and cream-filled mushrooms vanish right in front of the children and their parents. Even the edible tulip Wonka sips from disappears out of his hands. A foreboding yet inspiring message appears on screen: “Alzheimer’s can steal your imagination piece by piece. But with your help, imagine how we can end it.” Wilder then returns on screen singing, “Come with me, and you’ll be, in a world of pure imagination,” as all the candy quickly reappears and the chocolate factory comes back to life, filling viewers with hope and possibility.