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# 权利我的名字
案例简介：为什么这项工作与品牌体验和激活相关？ 火烧烤鸡餐厅Nando's在南非以解决 “热门” 社会话题而闻名。这个品牌是诚实、直接的，在适当的时候是不敬的。他们很乐意指指点点，但只有当我们都互相指指点点的时候! SA的种族隔离和尊严侵蚀的历史是 # rightmyname的中心。这正是消费者信任Nando的话题，可以在真诚与幽默之间取得适当的平衡。 在南非，每天都有spellcheck告诉人们，他们独特的非洲名字是一个错误，使他们成为红色的基础。南多想纠正这个错误。 背景 情况 在南非，每天，spellcheck都会告诉人们他们独特的非洲名字是一个错误，并用红色强调了它们。我们的技术怎么歧视没有传统英文名的人？ 简介: 南多决定用 # rightmyname纠正这个错误。一场多平台运动，召集了南非人民，并激励他们将自己的名字添加到非洲名字列表中。 2018人权日，网上名单可供下载。全国各地的拼写检查词典都具有包容性，以确保红线永远消失。 目标: 1.发起一场多平台运动，召集南非人并激励他们将自己的名字添加到非洲名字列表中。这样做就可以永远删除红线。 2.通过以共鸣的方式激活 “激发它” 的品牌理念，巩固 “人民的声音” 的定位。 描述创意 (投票20%) # rightmyame从Nando开始看自己，看他们的名字和他们著名的香料 “PERi-PERi” 开始，即使在30年后，这两件事仍然带有spellcheck的红线。那永远不会和Nando一起飞行，是时候说 “vo * tsek!” 来拼写检查了。 谈话立即转向了Nando的所有其他非传统英语名称，Naledi的，Nival的，Thabiso的和Shireen的，spellcheck的红线也称他们的名字为错误。 荒谬的是，进入民主24年的非传统英语名称仍然受到歧视。鲜明地提醒我们，有那么多黑人南非人被迫采用英文名字，因为他们自己的名字不被认可。 很明显，在一个建立在多样性力量之上的国家中，拼写检查及其歧视性红线没有地位。这就是为什么Nando决定为此做点什么。 描述策略 (投票20%) Nando的目标对象是南非的中产到富裕的听众，他们希望听到自己的声音，尤其是在涉及热门话题时。 该活动的目标是不怕在关键问题上分享自己声音的社交媒体影响者，以及该品牌的粉丝来传播这一信息。 由于该想法具有新闻价值，因此Nando在该国主要报纸《星期日泰晤士报》上刊登了整版广告，以推动进一步的参与。由于竞选活动的主题性质，同一家报纸进一步提出了这一想法，并在媒体中首先使用其社论内容，通过在报纸的前两页强调所有非洲名称来传达 # rightmyname的信息。 印刷新闻标题和有针对性的社交媒体活动的混合导致在短暂的2个月竞选期间提交了5300万个印象和70,000个名字。 描述执行 (投票30%) 该活动在内部开始，每位员工都被鼓励将自己的名字添加到 # rightmyname字典中，并通过社交媒体与他们的朋友和家人分享消息。 在Nando的员工将他们的名字添加到列表中之后，轮到公众了。在社交媒体上分享了一段视频，旨在突出这一问题。 一项创新的社交媒体活动针对的是名人，他们的名字下有一条红线。他们每个人都收到了一件定制的t恤，名字用红线下划线。行动号召很简单，分享一段你从你的名字下删除红线的视频，并帮助我们今天删除红线。 在人权日之前，《星期日泰晤士报》 (SA最大的报纸) 在封面和封面上用红色划线了每个非传统的英文名称。这是南非媒体的第一个媒体，并引发了一场关于社交媒体的辩论。 列出结果 (投票30%) + 70 000个注册的唯一名称 + 5300万印象 最重要的是，数百万人不再感到自己是一个错误。 请告诉我们激发您竞选活动的社会行为和/或文化见解 这一切都是从一个问题开始的。为什么spellcheck强调非英语名称，例如Tshedimoso，Ntobeko和Nselelo，而不是约翰，玛丽和安妮？ 荒谬的是，进入民主24年的非传统英语名称仍然受到歧视盖斯特。鲜明地提醒我们，有那么多黑人南非人被迫采用英文名字，因为他们自己的名字不被认可。 很明显，在一个建立在多样性力量之上的国家中，拼写检查及其歧视性红线没有地位。
# 权利我的名字
案例简介：Why is this work relevant for Brand Experience & Activation? Nando’s, the flamed-grilled chicken restaurant, is famous in South Africa for tackling “hot” social topics. The brand is honest, direct, and when appropriate irreverent. They’re happy to point fingers but only when we’re all pointing them at each other! SA’s history of racial segregation and the erosion of dignity is at the centre of #rightmyname. It’s exactly the kind of topic consumers trust Nando’s to handle with the right balance of sincerity and humour. Every day in South Africa, spellcheck tells people that their unique African names are a mistake, underling them in red. Nando’s want to right this wrong. Background Situation Every day in South Africa, spellcheck tells people that their unique African names are a mistake, underlining them in red. How is it that our technology discriminates against people who don’t have traditional English names? Brief: Nando’s, decided to right this wrong with #rightmyname. A multi-platform campaign that rallied the people of SA, and inspired them to add their names to a list of African names. On Human Rights day 2018, the online list was made available for download. Spellcheck dictionaries across the country were made inclusive, ensuring the red line disappeared for good. Objectives: 1. To Launch a multi-platform campaign that would rally South Africans and inspire them to add their name to a list of African names. And in so doing remove the red line for good. 2. Entrench the ‘voice of the people’ positioning by activating the ‘Fire it Up’ brand idea in a resonant way. Describe the creative idea (20% of vote) #rightmyame started with Nando’s taking a look at themselves, at their name and their famous spice “PERi-PERi” two things that even after 30 years still had spellcheck’s red line. That was never going to fly with Nando’s, it was time to say “vo*tsek!” to spellcheck. The talk turned immediately to all the other non-traditional English names in Nando’s, the Naledi’s, Nival’s, Thabiso’s and Shireen’s, spellcheck’s red line was calling their names a mistake too. It was absurd that 24 years into democracy non-traditional English names were still being discriminated against. A stark reminder of the days when so many black South Africans we forced to adopt English names because their own weren’t recognised. It became clear that spellcheck and its discriminatory red line had no place in a country that’s built on the power of diversity. And that’s why Nando’s decided to do something about it. Describe the strategy (20% of vote) Nando’s targets a middle to affluent audience in South Africa, who want their voices to be heard, especially when it comes to topical issues. The campaign targeted social media influencers who aren’t afraid to share their voice on key issues as well as fans of the brand to spread the message. Because of the newsworthy nature of the idea Nando’s ran a full-page ad in the country’s leading newspaper, the Sunday Times, to drive further engagement. Because of the campaigns topical nature, the same newspaper took the idea further and in a media first used their editorial content to drive home the message of #rightmyname by underlining all the African names in the first two pages of the newspaper. A mix of a print news title and targeted social media activity led to +53 million impressions and +70,000 names being submitted over the brief 2-month campaign period. Describe the execution (30% of vote) The campaign kicked off internally with every employee encouraged to add their name to the #rightmyname dictionary and share the message with their friends and family via social media. After Nando’s employees had added their names to the list, it was the public’s turn. A video was shared on social media, created to highlight the issue. An innovative social media campaign targeted celebrities that received a red line under their name. They each received a custom t-shirt with their name underlined in red thread. The call-to-action was simple, share a video of yourself removing the red line from under your name and help us remove the red line today. Before Human Rights Day, the Sunday Times (SA’s largest newspaper) underlined every non-traditional English name, on front and inside covers, in red. It was a South African media first and whipped up quite a debate on social media. List the results (30% of vote) +70 000 unique names registered +53 Million impressions Most importantly, millions of people were no-longer made to feel like a mistake. Please tell us about the social behaviour and/or cultural insights that inspired your campaign It all started with a Question. Why does spellcheck underline non-English names like Tshedimoso, Ntobeko and Nselelo and not names like John, Mary and Anne? It was absurd that 24 years into democracy non-traditional English names were still being discriminated against. A stark reminder of the days when so many black South Africans we forced to adopt English names because their own weren’t recognised. It became clear that spellcheck and its discriminatory red line had no place in a country that’s built on the power of diversity.
#rightmyname
案例简介：为什么这项工作与品牌体验和激活相关？ 火烧烤鸡餐厅Nando's在南非以解决 “热门” 社会话题而闻名。这个品牌是诚实、直接的，在适当的时候是不敬的。他们很乐意指指点点，但只有当我们都互相指指点点的时候! SA的种族隔离和尊严侵蚀的历史是 # rightmyname的中心。这正是消费者信任Nando的话题，可以在真诚与幽默之间取得适当的平衡。 在南非，每天都有spellcheck告诉人们，他们独特的非洲名字是一个错误，使他们成为红色的基础。南多想纠正这个错误。 背景 情况 在南非，每天，spellcheck都会告诉人们他们独特的非洲名字是一个错误，并用红色强调了它们。我们的技术怎么歧视没有传统英文名的人？ 简介: 南多决定用 # rightmyname纠正这个错误。一场多平台运动，召集了南非人民，并激励他们将自己的名字添加到非洲名字列表中。 2018人权日，网上名单可供下载。全国各地的拼写检查词典都具有包容性，以确保红线永远消失。 目标: 1.发起一场多平台运动，召集南非人并激励他们将自己的名字添加到非洲名字列表中。这样做就可以永远删除红线。 2.通过以共鸣的方式激活 “激发它” 的品牌理念，巩固 “人民的声音” 的定位。 描述创意 (投票20%) # rightmyame从Nando开始看自己，看他们的名字和他们著名的香料 “PERi-PERi” 开始，即使在30年后，这两件事仍然带有spellcheck的红线。那永远不会和Nando一起飞行，是时候说 “vo * tsek!” 来拼写检查了。 谈话立即转向了Nando的所有其他非传统英语名称，Naledi的，Nival的，Thabiso的和Shireen的，spellcheck的红线也称他们的名字为错误。 荒谬的是，进入民主24年的非传统英语名称仍然受到歧视。鲜明地提醒我们，有那么多黑人南非人被迫采用英文名字，因为他们自己的名字不被认可。 很明显，在一个建立在多样性力量之上的国家中，拼写检查及其歧视性红线没有地位。这就是为什么Nando决定为此做点什么。 描述策略 (投票20%) Nando的目标对象是南非的中产到富裕的听众，他们希望听到自己的声音，尤其是在涉及热门话题时。 该活动的目标是不怕在关键问题上分享自己声音的社交媒体影响者，以及该品牌的粉丝来传播这一信息。 由于该想法具有新闻价值，因此Nando在该国主要报纸《星期日泰晤士报》上刊登了整版广告，以推动进一步的参与。由于竞选活动的主题性质，同一家报纸进一步提出了这一想法，并在媒体中首先使用其社论内容，通过在报纸的前两页强调所有非洲名称来传达 # rightmyname的信息。 印刷新闻标题和有针对性的社交媒体活动的混合导致在短暂的2个月竞选期间提交了5300万个印象和70,000个名字。 描述执行 (投票30%) 该活动在内部开始，每位员工都被鼓励将自己的名字添加到 # rightmyname字典中，并通过社交媒体与他们的朋友和家人分享消息。 在Nando的员工将他们的名字添加到列表中之后，轮到公众了。在社交媒体上分享了一段视频，旨在突出这一问题。 一项创新的社交媒体活动针对的是名人，他们的名字下有一条红线。他们每个人都收到了一件定制的t恤，名字用红线下划线。行动号召很简单，分享一段你从你的名字下删除红线的视频，并帮助我们今天删除红线。 在人权日之前，《星期日泰晤士报》 (SA最大的报纸) 在封面和封面上用红色划线了每个非传统的英文名称。这是南非媒体的第一个媒体，并引发了一场关于社交媒体的辩论。 列出结果 (投票30%) + 70 000个注册的唯一名称 + 5300万印象 最重要的是，数百万人不再感到自己是一个错误。 请告诉我们激发您竞选活动的社会行为和/或文化见解 这一切都是从一个问题开始的。为什么spellcheck强调非英语名称，例如Tshedimoso，Ntobeko和Nselelo，而不是约翰，玛丽和安妮？ 荒谬的是，进入民主24年的非传统英语名称仍然受到歧视盖斯特。鲜明地提醒我们，有那么多黑人南非人被迫采用英文名字，因为他们自己的名字不被认可。 很明显，在一个建立在多样性力量之上的国家中，拼写检查及其歧视性红线没有地位。
#rightmyname
案例简介：Why is this work relevant for Brand Experience & Activation? Nando’s, the flamed-grilled chicken restaurant, is famous in South Africa for tackling “hot” social topics. The brand is honest, direct, and when appropriate irreverent. They’re happy to point fingers but only when we’re all pointing them at each other! SA’s history of racial segregation and the erosion of dignity is at the centre of #rightmyname. It’s exactly the kind of topic consumers trust Nando’s to handle with the right balance of sincerity and humour. Every day in South Africa, spellcheck tells people that their unique African names are a mistake, underling them in red. Nando’s want to right this wrong. Background Situation Every day in South Africa, spellcheck tells people that their unique African names are a mistake, underlining them in red. How is it that our technology discriminates against people who don’t have traditional English names? Brief: Nando’s, decided to right this wrong with #rightmyname. A multi-platform campaign that rallied the people of SA, and inspired them to add their names to a list of African names. On Human Rights day 2018, the online list was made available for download. Spellcheck dictionaries across the country were made inclusive, ensuring the red line disappeared for good. Objectives: 1. To Launch a multi-platform campaign that would rally South Africans and inspire them to add their name to a list of African names. And in so doing remove the red line for good. 2. Entrench the ‘voice of the people’ positioning by activating the ‘Fire it Up’ brand idea in a resonant way. Describe the creative idea (20% of vote) #rightmyame started with Nando’s taking a look at themselves, at their name and their famous spice “PERi-PERi” two things that even after 30 years still had spellcheck’s red line. That was never going to fly with Nando’s, it was time to say “vo*tsek!” to spellcheck. The talk turned immediately to all the other non-traditional English names in Nando’s, the Naledi’s, Nival’s, Thabiso’s and Shireen’s, spellcheck’s red line was calling their names a mistake too. It was absurd that 24 years into democracy non-traditional English names were still being discriminated against. A stark reminder of the days when so many black South Africans we forced to adopt English names because their own weren’t recognised. It became clear that spellcheck and its discriminatory red line had no place in a country that’s built on the power of diversity. And that’s why Nando’s decided to do something about it. Describe the strategy (20% of vote) Nando’s targets a middle to affluent audience in South Africa, who want their voices to be heard, especially when it comes to topical issues. The campaign targeted social media influencers who aren’t afraid to share their voice on key issues as well as fans of the brand to spread the message. Because of the newsworthy nature of the idea Nando’s ran a full-page ad in the country’s leading newspaper, the Sunday Times, to drive further engagement. Because of the campaigns topical nature, the same newspaper took the idea further and in a media first used their editorial content to drive home the message of #rightmyname by underlining all the African names in the first two pages of the newspaper. A mix of a print news title and targeted social media activity led to +53 million impressions and +70,000 names being submitted over the brief 2-month campaign period. Describe the execution (30% of vote) The campaign kicked off internally with every employee encouraged to add their name to the #rightmyname dictionary and share the message with their friends and family via social media. After Nando’s employees had added their names to the list, it was the public’s turn. A video was shared on social media, created to highlight the issue. An innovative social media campaign targeted celebrities that received a red line under their name. They each received a custom t-shirt with their name underlined in red thread. The call-to-action was simple, share a video of yourself removing the red line from under your name and help us remove the red line today. Before Human Rights Day, the Sunday Times (SA’s largest newspaper) underlined every non-traditional English name, on front and inside covers, in red. It was a South African media first and whipped up quite a debate on social media. List the results (30% of vote) +70 000 unique names registered +53 Million impressions Most importantly, millions of people were no-longer made to feel like a mistake. Please tell us about the social behaviour and/or cultural insights that inspired your campaign It all started with a Question. Why does spellcheck underline non-English names like Tshedimoso, Ntobeko and Nselelo and not names like John, Mary and Anne? It was absurd that 24 years into democracy non-traditional English names were still being discriminated against. A stark reminder of the days when so many black South Africans we forced to adopt English names because their own weren’t recognised. It became clear that spellcheck and its discriminatory red line had no place in a country that’s built on the power of diversity.
# 权利我的名字
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#rightmyname
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基本信息
- 广告战役： #Nando's-网络-9c83#
- 广告品牌： Nando's
- 发布日期： 2000
- 行业领域： 餐饮/饮食 , 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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