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项目 84
案例简介：简要解释 在处决的核心是放置在 ITV 塔上的 84 尊雕像，代表了每周自杀的 84 名男子。在一系列的工作坊中，失去亲人的家庭被美国街头艺术家马克 · 詹金斯的签名磁带铸造技术所引导，以产生超现实的人物, 然后穿上紧身衣，以突出那些面临抑郁症的人经常经历的孤立，以及如此多的男人在沉默中受苦的方式。通过与 ITV 的《今晨》建立伙伴关系，他们花了一周的时间来策划 84 和男性自杀项目，以及在社交媒体上播种的电影和强行的公关方式, 这场运动驱使人们去平静的热线/网站寻找急需的支持。它还允许他们在与每个人物相关的令人心碎的故事的表面下划伤，并签署请愿书，导致议会对该项目的讨论。 观众 通过围绕男性自杀的耻辱、沉默的杀手引发对话，并提高人们对作为慈善机构的平静工作的认识, 我们鼓励其他人鼓励处于危机中的男人伸出援手寻求他们迫切需要的帮助。
项目 84
案例简介：Brief Explanation At the heart of the execution were 84 statues placed atop the ITV tower representing the 84 men who take their lives every single week. Across a series of workshops, bereaved families were guided in American street artist Mark Jenkins’ signature tape casting technique to produce the hyper-realistic figures, which were then clothed in drawn-shut hoodies to highlight the isolation often experienced by those facing depression and the way so many men suffer in silence. Through forging a partnership with ITV's This Morning who devoted a week of programming to Project 84 and male suicide, alongside films seeded on social media and a forcible PR approach, the campaign drove people to the CALM helpline/website to find much needed support. It also allowed them to scratch beneath the surface of the heartbreaking stories associated with each figure, and to sign the petition leading to a parliamentary discussion of the Project. Audience By sparking conversation around the stigmatised, silent killer of male suicide, and raising awareness around the work of CALM as a charity, we encouraged others to encourage men in crisis to reach out for the help they desperately need.
Project 84
案例简介：简要解释 在处决的核心是放置在 ITV 塔上的 84 尊雕像，代表了每周自杀的 84 名男子。在一系列的工作坊中，失去亲人的家庭被美国街头艺术家马克 · 詹金斯的签名磁带铸造技术所引导，以产生超现实的人物, 然后穿上紧身衣，以突出那些面临抑郁症的人经常经历的孤立，以及如此多的男人在沉默中受苦的方式。通过与 ITV 的《今晨》建立伙伴关系，他们花了一周的时间来策划 84 和男性自杀项目，以及在社交媒体上播种的电影和强行的公关方式, 这场运动驱使人们去平静的热线/网站寻找急需的支持。它还允许他们在与每个人物相关的令人心碎的故事的表面下划伤，并签署请愿书，导致议会对该项目的讨论。 观众 通过围绕男性自杀的耻辱、沉默的杀手引发对话，并提高人们对作为慈善机构的平静工作的认识, 我们鼓励其他人鼓励处于危机中的男人伸出援手寻求他们迫切需要的帮助。
Project 84
案例简介：Brief Explanation At the heart of the execution were 84 statues placed atop the ITV tower representing the 84 men who take their lives every single week. Across a series of workshops, bereaved families were guided in American street artist Mark Jenkins’ signature tape casting technique to produce the hyper-realistic figures, which were then clothed in drawn-shut hoodies to highlight the isolation often experienced by those facing depression and the way so many men suffer in silence. Through forging a partnership with ITV's This Morning who devoted a week of programming to Project 84 and male suicide, alongside films seeded on social media and a forcible PR approach, the campaign drove people to the CALM helpline/website to find much needed support. It also allowed them to scratch beneath the surface of the heartbreaking stories associated with each figure, and to sign the petition leading to a parliamentary discussion of the Project. Audience By sparking conversation around the stigmatised, silent killer of male suicide, and raising awareness around the work of CALM as a charity, we encouraged others to encourage men in crisis to reach out for the help they desperately need.
项目 84
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Project 84
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基本信息
- 广告战役： #CALM-互动-98a10#
- 广告品牌： CALM
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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获得奖项：
- Cannes Lions 2019 银奖 创意实效（Creative Effectiveness for Charity/Non-profit）
- Cannes Lions 2018 媒介应用（Channels > Use of Stunts）
- Cannes Lions 2018 金奖 健康类（Non-profit / Foundation-led Education & Awareness）
- Cannes Lions 2018 金奖 媒介应用（Channels > Use of Ambient Media: Large Scale）
- Cannes Lions 2018 银奖 公关活动（Use of Events & Stunts）
- Cannes Lions 2018 银奖 公关活动（Single Country Campaign）
- Cannes Lions 2018 入围 媒介应用（Sectors > Not-for-profit / Charity）
- Cannes Lions 2018 入围 户外（ACLU OF WISCONSIN）
- Cannes Lions 2018 入围 户外（Ambient > Live Advertising & Events）
- Clio 2018 金奖 户外（Other）
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