The Barbershop Girls: Shaving stereotypes|微电影|广告营销案例【ADGuider广告指南】

理发店女孩: 剃须刻板印象

案例简介：为什么这项工作与娱乐狮子音乐相关？随着我们生活的时代的发展，音乐有助于塑造文化。一个需要改变的音乐传统是 “索哈”，这是一种有几个世纪历史的民间音乐风格，它起源于印度的神话经文。为了庆祝一个男孩的出生，这个古老的习俗已经代代相传，进一步延续了性别陈规定型观念。所以当吉列决定展示两个姐妹剃掉这些古老刻板印象的真实故事时，她们也希望音乐能标志着变化。背景作为领先的男士品牌，吉列感到有责任挺身而出，积极参与打破性别陈规，创造对文化的积极影响。他们激励男性最好的新哲学与印度农村的两姐妹通过当理发师而形成性别陈规定型观念的真实故事找到了共同点。我们认为他们的行为也挑战了几个古老的习俗，比如唱 “苏哈尔” 虽然女孩们做了不可思议的事情，但我们想改变这种世代相传的根深蒂固的音乐传统。因为明天的人是看着我们为他们树立的榜样长大的。描述创意我们有机会重新调整古老的演唱 “索哈尔” 的做法，因为它与我们故事的背景产生了强烈的共鸣。因此，我们创作了一首新的《苏哈》，并为这首歌的歌词增加了一个相关的转折。歌词敦促观众以同样的热情为一个女孩的出生感到高兴，因为即使她也能给家庭带来荣耀。为电影的整体信息增加了更多的意义。描述策略音乐是记录一个地方的文化的设备。在这样做的时候，它不仅反映了文化，而且传播了它。孩子们有易受影响的头脑。他们甚至能很快理解最微妙的信息。他们不仅从他们看到的东西中学习，而且从他们听的东西中学习。你经常发现小孩子在记忆一首歌的歌词时没有完全意识到其中的偏见。因此，吉列认为有必要以更负责任的方式利用音乐的力量来重塑我们文化中存在的古老观念。但更重要的是，要阻止这些观念影响下一代。描述执行我们首先研究了传统 '苏哈尔' 的不同版本，以确定歌词中使用的常见短语和民间音乐的风格。然后在当地作词人的帮助下，我们开始创作我们版本的《索哈尔》，它有一个相关的转折。我们重写了歌词，并将这首歌命名为 “新苏哈尔”。它是利用反映时代变化的传统和当代音乐元素创作的。在拍摄了电影并收集了超过 5000万的观看次数后，我们在 SoundCloud 等音乐流媒体平台上上传了《新索哈》，引起了音乐界知名人士的注意，他们为这一努力鼓掌。目的是让新的 “索哈尔” 也以同样的热情庆祝一个女孩的出生。描述结果在短短两周内，通过社交媒体获得了超过 50 万的浏览量和近 42 万的对话，这在印度引起了一场无与伦比的对话。超过 99% 的评论是正面的，数字媒体内外对理发店女孩的支持层出不穷。品牌对话上升了 700% 以上。该活动赢得了价值 2.8 印度卢比的 113 PR 印象。人们对这部新演唱的《索哈尔》背后的意图表示赞赏，包括音乐界的许多艺术家。许多人称之为文化里程碑，并认为所有事物的音乐都不应该有任何偏见。随着数以千计的评论呼应了类似的观点，《公众需求》终于在各种音频流平台上推出。事实上，女孩们也被邀请到印度最大的广播电台之一 -- 红色调频台，在那里她们分享了更多的故事。

理发店女孩: 剃须刻板印象

案例简介：Why is this work relevant for Entertainment Lions for Music? Music contributes to shaping culture as it evolves with the times we’re living in. One such musical tradition that needed to change was the ’Sohar’, a folk music style that is centuries- old and finds its roots in the mythological scriptures of India. Sung to celebrate the birth of a boy, this ancient custom has been passed down from one generation to the other, further perpetuating gender stereotypes. So when Gillette decided to present the true story of two sisters who shaved these age-old stereotypes, they also wanted the music to signal a change. Background As the leading men’s brand, Gillette felt the responsibility to step up and take an active part in breaking gender stereotypes and creating a positive influence on culture. Their new philosophy of inspiring the best in men found common ground with the true story of two sisters from rural India who took on gender stereotypes by working as barbers. We believed their action also challenged several age-old customs, like singing the ‘Sohar.’ While the girls did the unthinkable, we wanted to change such deep-rooted musical traditions that are passed down from one generation to the other. Because the men of tomorrow grow up watching the examples we set for them. Describe the creative idea We had an opportunity to re-appropriate the age-old practice of singing the ‘Sohar’ as it resonated strongly with the backdrop of our story. We thus composed a new rendition of the ‘Sohar’ and also added a relevant twist to the lyrics of the song. The lyrics urge the viewer to rejoice the birth of a girl with equal fervour, for even she can bring glory to the family. Adding more meaning to the overall message of the film. Describe the strategy Music is a device that records the culture of a place. And in doing so, it not only mirrors culture but also propagates it. Children have impressionable minds. They’re quick to pick up on even the subtlest of messages. They learn from not only what they see, but also from what they listen to. You often find young children memorizing lyrics to a song without fully realizing the biases in them. Hence Gillette felt that it was necessary to use the power of music in a much more responsible way to reshape the archaic notions present in our culture. But more importantly, to stop these notions from influencing the next generation. Describe the execution We first studied different versions of the traditional ‘Sohar’ in order to identify the common phraseology used in the lyrics and the style of folk music. Then with the help of a local lyricist, we began working on our version of the ‘Sohar’, which featured a relevant twist. We rewrote the lyrics and christened the song as the ‘New Sohar’. It was composed using traditional and contemporary musical elements reflecting the changing times. After featuring in the film and gathering over 50 million views, we uploaded the ‘New Sohar’ on music streaming platforms like SoundCloud which caught the attention of prominent figures from the music industry, who applauded this endeavour. The aim was to have the new ‘Sohar’ celebrate the birth of a girl too, with equal fervour. Describe the outcome Garnering over 50 Mn views and close to 42 Mn conversations across social media in just 2 WEEKS #ShavingStereotypes caused a conversation unparalleled in India. With over 99% of the comments being positive, there was an outpour of support for the Barbershop Girls, within and outside digital media. Brand conversations went up by over 700%. The campaign earned 2.8 Bn PR impressions worth INR 113 Mn. People applauded the intent behind this new rendition of the ‘Sohar’, including many artists from the music fraternity. Many called it a cultural milestone, and felt that music of all things, shouldn’t hold any biases. With thousands of comments that echoed similar sentiments, the track on public demand, was finally made available on various audio streaming platforms. In fact, the girls were also invited to one of India’s biggest radio stations – Red FM, where they shared some more light into their story.