We All Can Take Care|微电影|广告营销案例【ADGuider广告指南】

我们都可以照顾

案例简介：写一个关于电影中发生的事情的简短总结 Baby Alive “我们都可以照顾” 是第一个以男孩玩洋娃娃为特色的运动，打破了该类别一直强化的性别陈规定型观念，表明照顾洋娃娃的简单行为可以教会人们关于感情，责任，同理心和养育。影片的重点是打破娃娃只适合女孩的禁忌，展示了不同的男孩玩娃娃的方式，揭示了他们正在做的事情比仅仅玩更有意义，他们正在学习照顾。这部电影最后用一句话解释了该品牌的目的: 如果玩洋娃娃可以使女孩成为更好的母亲，为什么不能使男孩成为更好的父亲？陪审团的文化/背景信息巴西在文化上是一个保守、逆行和性别歧视的国家。尽管如此，我们最近当选的提名人仍增强了这种行为。上届总统选举引起了激烈的讨论，这些讨论超出了政治范围，变得道德化，使该国两极分化。关于性别定型观念的讨论更加深入: 在性别不平等和父亲缺席的情况下，总统声称他不会为男人和女人支付相同的薪水，因为女人怀孕了，而人权部长则表示男孩应该穿蓝色，女孩应该穿粉红色。此外，一些政客辩护说，学校正在灌输儿童是同性恋或仇恨男人，这是对性别平等运动兴起的回应。考虑到这种情况，这是我们成为第一个为他们和他们的未来举起旗帜的儿童品牌的机会。请告诉我们激发您竞选活动的社会行为和/或文化见解巴西2019年1月1日。新的超保守政府上任，并加强了性别歧视行为，按性别划分了特定角色。例如，总统向整个媒体声称，他不会为男性和女性支付相同的工资。人权部长确认这是巴西的新时代，男孩应该穿蓝色，女孩应该穿粉红色。考虑到这种情况，孩之宝巴西决定加入对话，这表明Baby Alive的核心信念是玩洋娃娃没有性别。并强调这种简单的玩偶行为是了解同理心，责任和养育的好方法。

我们都可以照顾

案例简介：Write a short summary of what happens in the film Baby Alive “We all can take care” is the first campaign to feature boys playing with dolls, breaking the gender stereotypes that the category has always reinforced showing that the simple act of caring for a doll teaches about affection, responsibility, empathy and nurturing. The film focuses on breaking the taboo that dolls are only for girls, showing different boys playing with dolls in a way that reveals that they are doing something more meaningful than just playing, they are learning to take care. The film explains finally the brand’s purpose in a line that says: If playing with a doll can make a girl a better mother, why it wouldn't make a boy a better dad? Cultural/Context information for the jury Brazil is culturally a conservative, retrograde and sexist country. Still, our recent elected nominees enhance this type of behavior. The last presidential elections awaked harsh discussions that went beyond politics and became moral, making the country polarized. Discussions got even deeper when it comes to gender stereotypes: In such a context of gender inequality and father absence, the president claimed he would not pay the same salary for man and woman because woman get pregnant, while the minister of human rights said boys should wear blue and girls should wear pink. Furthermore, some politicians defend that children are being indoctrinate by schools to be gay or to hate men – a response for the rise of gender equality movement. Considering the scenario, this was our opportunity to be the first kids’ brand to raise the flag for them and for their future. Please tell us about the social behaviour and/or cultural insights that inspired your campaign Brazil January 1st, 2019. A new ultra-conservative government takes office, and it reinforces a sexist behavior, delineated specific roles by gender. The president, for example, claims to the whole media he would not pay the same salary for men and women. And the Minister of Human Rights affirms that is a new era for Brazil in which boys should wear blue and girls should wear pink. With this situation in mind, Hasbro Brazil decides to join the conversation, showing Baby Alive's core belief that playing with dolls has no gender. And reinforcing that this simple act of playing with a doll is a great way to learn about empathy, responsibility and nurturing.