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改变它
案例简介：为什么这项工作与娱乐狮子音乐相关？ A.B.原创是来自澳大利亚的嘻哈二人组。他们直言不讳，因其对土著问题和社会不公正的自由观点而成为头条新闻。他们也是反商业和反体制的 -- 但有史以来第一次，他们与一个品牌合作，专门为一场运动写了一首原创的新歌。A.B之间的协作原创和莫纳什大学不太可能也出乎意料，但它展示了当两党热情地结盟，不仅接触特定的受众，而且激励他们采取行动时会发生什么。 背景 莫纳什大学一直是那些不怕挑战现状的反叛者和不合群者的家。澳大利亚大学类别是一片相同的海洋，莫纳什的新运动 “如果你不喜欢，就改变它”，旨在改变高等教育，重新定义大学存在的原因。为此，他们需要一个挑衅的声音来扰乱群众。 描述创意 “如果你不喜欢，就改变它” 是一场将人们从冷漠中唤醒的运动。气候变化、战争、疾病、饥荒、不平等…… 我们会在Facebook上抱怨，但是我们到底在做什么来做出积极的改变呢？莫纳什大学需要让人们采取行动，提醒他们大学存在的原因: 做出更好的改变。这个想法的挑衅性需要一个声音来匹配，而a.B原创是最合适的。他们的歌曲《blacout》是专门为竞选活动而写的。它充满了态度，歌词与莫纳什的信息结合在一起。 描述策略 在世界缺乏积极领导的时候，莫纳什决定是时候停止抱怨对我们社区最重要的问题了。是时候站起来创造行动了。要做到这一点，他们需要激怒人们。我们的策略是把全球问题放在首位，不要把它们涂满糖衣，告诉一代年轻人他们有能力改变他们不喜欢的世界。通过与作为变革推动者的直言不讳的音乐家合作-A.B.最初 -- 莫纳什大学知道他们的信息会接触到更广泛的受众，并引发更多的讨论。 描述执行 这场运动的基调需要像战略一样具有挑衅性。因此，莫纳什创作了一部旨在制造争议的品牌电影。与镜头同样重要的是配乐 -- 它需要捕捉年轻一代的强烈不满。有史以来第一次，A.B.Original与一个品牌合作，创造了一首名为 “blacout” 的侵略性新原创曲目。这首歌首先出现在莫纳什品牌电影中，然后通过Spotify和澳大利亚头号青年广播网络Triple J发布。 描述结果 当 “blacout” 随活动一起推出时，音乐博客、粉丝和新闻网站都在谈论它。人们要么喜欢它，要么厌恶它，为我们如何必须采取行动来改变世界的热情讨论创造一场完美风暴。这部电影和歌曲如此有争议，以至于引起了全国各地保守的媒体评论员的注意 -- 甚至是联邦教育部长。最终这部电影被禁止免费播出，这使得人们更想参与这场运动。六个月后，莫纳什大学的新申请数量最高，表现优于竞争对手。“如果你不喜欢它，那就改变它” 与澳大利亚有史以来的任何大学竞选活动不同，它重写了大学广告的规则。
改变它
案例简介：Why is this work relevant for Entertainment Lions for Music? A.B. Original are a hip-hop duo from Australia. They’re fiercely outspoken and make headlines for their liberal views on Indigenous issues and social injustice. They’re also anti-commercial and anti-establishment – but the first time ever, they partnered with a brand to write an original new track specifically for a campaign. The collaboration between A.B. Original and Monash University was unlikely and unexpected, but it demonstrated what can happen when two parties are passionately aligned to not only reach a specific audience, but to provoke them into action. Background Monash University has always been home to rebels and misfits who aren’t afraid to challenge the status quo. The Australian university category is a sea of sameness, and Monash’s new campaign, ‘If You Don’t Like It, Change It’, aimed to shake up tertiary education and redefine why universities exist. To do it, they needed a provocative voice to unsettle the masses. Describe the creative idea ‘If You Don’t Like It, Change It’ was a campaign that woke people up from their apathy. Climate change, war, disease, famine, inequality… We’ll complain about it on Facebook, but what are we really doing to make positive change? Monash University needed to slap people into action and remind them why universities exist: to make change for the better. The idea’s provocative nature needed a voice to match, and A.B Original was the perfect fit. Their song, ‘Blaccout’, was written specifically for the campaign. It was dripping with attitude, and the lyrics married with Monash’s message. Describe the strategy At a time when the world lacked positive leadership, Monash decided it was time to stop complaining about the issues that matter most to our communities. It was time to stand up and create action. To do that, they needed to provoke people. Our strategy was to put global issues front and centre without sugar-coating them, and tell a generation of young people they have the ability to change what they don’t like in the world. By collaborating with outspoken musicians who are agents of change – A.B. Original – Monash University knew their message would reach a wider audience and create greater discussion. Describe the execution The tone of the campaign needed to be as provocative as the strategy. So, Monash created a brand film designed to create controversy. Equally as important as the footage was the soundtrack – it needed to capture the fierce discontent of a younger generation. For the first time ever, A.B. Original partnered with a brand to create an aggressive new original track, titled ‘Blaccout’. The song first featured in the Monash brand film, and was then released via Spotify and Triple J, Australia’s number one youth radio network. Describe the outcome When ‘Blaccout’ launched with the campaign, it got music blogs, fans and news sites talking. People either loved it or loathed it, creating a perfect storm for a passionate discussion about how we must take action to create change in the world. The film and song were so controversial they got the attention of conservative media commentators all over the country – even the Federal Minister for Education. Ultimately the film was banned from free to air TV, which made people want to engage with the campaign even more. Six months later, Monash University recorded their highest number of new applications and outperformed its competitors. ‘If You Don’t Like It, Change It’ was unlike any university campaign Australia had ever seen, and it rewrote the rules for university advertising.
Change It
案例简介：为什么这项工作与娱乐狮子音乐相关？ A.B.原创是来自澳大利亚的嘻哈二人组。他们直言不讳，因其对土著问题和社会不公正的自由观点而成为头条新闻。他们也是反商业和反体制的 -- 但有史以来第一次，他们与一个品牌合作，专门为一场运动写了一首原创的新歌。A.B之间的协作原创和莫纳什大学不太可能也出乎意料，但它展示了当两党热情地结盟，不仅接触特定的受众，而且激励他们采取行动时会发生什么。 背景 莫纳什大学一直是那些不怕挑战现状的反叛者和不合群者的家。澳大利亚大学类别是一片相同的海洋，莫纳什的新运动 “如果你不喜欢，就改变它”，旨在改变高等教育，重新定义大学存在的原因。为此，他们需要一个挑衅的声音来扰乱群众。 描述创意 “如果你不喜欢，就改变它” 是一场将人们从冷漠中唤醒的运动。气候变化、战争、疾病、饥荒、不平等…… 我们会在Facebook上抱怨，但是我们到底在做什么来做出积极的改变呢？莫纳什大学需要让人们采取行动，提醒他们大学存在的原因: 做出更好的改变。这个想法的挑衅性需要一个声音来匹配，而a.B原创是最合适的。他们的歌曲《blacout》是专门为竞选活动而写的。它充满了态度，歌词与莫纳什的信息结合在一起。 描述策略 在世界缺乏积极领导的时候，莫纳什决定是时候停止抱怨对我们社区最重要的问题了。是时候站起来创造行动了。要做到这一点，他们需要激怒人们。我们的策略是把全球问题放在首位，不要把它们涂满糖衣，告诉一代年轻人他们有能力改变他们不喜欢的世界。通过与作为变革推动者的直言不讳的音乐家合作-A.B.最初 -- 莫纳什大学知道他们的信息会接触到更广泛的受众，并引发更多的讨论。 描述执行 这场运动的基调需要像战略一样具有挑衅性。因此，莫纳什创作了一部旨在制造争议的品牌电影。与镜头同样重要的是配乐 -- 它需要捕捉年轻一代的强烈不满。有史以来第一次，A.B.Original与一个品牌合作，创造了一首名为 “blacout” 的侵略性新原创曲目。这首歌首先出现在莫纳什品牌电影中，然后通过Spotify和澳大利亚头号青年广播网络Triple J发布。 描述结果 当 “blacout” 随活动一起推出时，音乐博客、粉丝和新闻网站都在谈论它。人们要么喜欢它，要么厌恶它，为我们如何必须采取行动来改变世界的热情讨论创造一场完美风暴。这部电影和歌曲如此有争议，以至于引起了全国各地保守的媒体评论员的注意 -- 甚至是联邦教育部长。最终这部电影被禁止免费播出，这使得人们更想参与这场运动。六个月后，莫纳什大学的新申请数量最高，表现优于竞争对手。“如果你不喜欢它，那就改变它” 与澳大利亚有史以来的任何大学竞选活动不同，它重写了大学广告的规则。
Change It
案例简介：Why is this work relevant for Entertainment Lions for Music? A.B. Original are a hip-hop duo from Australia. They’re fiercely outspoken and make headlines for their liberal views on Indigenous issues and social injustice. They’re also anti-commercial and anti-establishment – but the first time ever, they partnered with a brand to write an original new track specifically for a campaign. The collaboration between A.B. Original and Monash University was unlikely and unexpected, but it demonstrated what can happen when two parties are passionately aligned to not only reach a specific audience, but to provoke them into action. Background Monash University has always been home to rebels and misfits who aren’t afraid to challenge the status quo. The Australian university category is a sea of sameness, and Monash’s new campaign, ‘If You Don’t Like It, Change It’, aimed to shake up tertiary education and redefine why universities exist. To do it, they needed a provocative voice to unsettle the masses. Describe the creative idea ‘If You Don’t Like It, Change It’ was a campaign that woke people up from their apathy. Climate change, war, disease, famine, inequality… We’ll complain about it on Facebook, but what are we really doing to make positive change? Monash University needed to slap people into action and remind them why universities exist: to make change for the better. The idea’s provocative nature needed a voice to match, and A.B Original was the perfect fit. Their song, ‘Blaccout’, was written specifically for the campaign. It was dripping with attitude, and the lyrics married with Monash’s message. Describe the strategy At a time when the world lacked positive leadership, Monash decided it was time to stop complaining about the issues that matter most to our communities. It was time to stand up and create action. To do that, they needed to provoke people. Our strategy was to put global issues front and centre without sugar-coating them, and tell a generation of young people they have the ability to change what they don’t like in the world. By collaborating with outspoken musicians who are agents of change – A.B. Original – Monash University knew their message would reach a wider audience and create greater discussion. Describe the execution The tone of the campaign needed to be as provocative as the strategy. So, Monash created a brand film designed to create controversy. Equally as important as the footage was the soundtrack – it needed to capture the fierce discontent of a younger generation. For the first time ever, A.B. Original partnered with a brand to create an aggressive new original track, titled ‘Blaccout’. The song first featured in the Monash brand film, and was then released via Spotify and Triple J, Australia’s number one youth radio network. Describe the outcome When ‘Blaccout’ launched with the campaign, it got music blogs, fans and news sites talking. People either loved it or loathed it, creating a perfect storm for a passionate discussion about how we must take action to create change in the world. The film and song were so controversial they got the attention of conservative media commentators all over the country – even the Federal Minister for Education. Ultimately the film was banned from free to air TV, which made people want to engage with the campaign even more. Six months later, Monash University recorded their highest number of new applications and outperformed its competitors. ‘If You Don’t Like It, Change It’ was unlike any university campaign Australia had ever seen, and it rewrote the rules for university advertising.
改变它
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Change It
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基本信息
- 广告战役： #Monash University-推广与活动-1a83#
- 广告品牌： Monash University
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 活动
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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