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对 Invisbles 可见
案例简介：EntrySummary 在圣保罗市，有 20,000 多名无家可归者。他们中的许多人不寻求提供床、淋浴和食物的市政避难所。原因是，直到 2017年，收容所不允许宠物。2017 年，我们有了改变这一规则的想法，庇护所开始允许宠物进入。除了欢迎无家可归的人，他们的四条腿的家庭现在也可以受到欢迎。但是收容所的入住率仍然很低。为了提高这些人的生活质量和提高入住率，无家可归者必须被告知这一变化。 简要解释 我们帮助无家可归的人以一种创造性的方式改善他们的生活: 改变规则。我们改变了城市收容所的规定，让他们接受无家可归者的宠物，因此，让无家可归者想呆在收容所里。但是为了接触到从未成为广告活动目标的受众，无家可归者，有必要以创新的方式传达我们的创新想法: 我们把我们的信息放在以前从未被用作媒体的地方: 在立交桥和桥梁下,无家可归者躺下时看的地方。
对 Invisbles 可见
案例简介：EntrySummary In the city of São Paulo, there are more than 20,000 homeless people. Many of them do not seek the municipal shelters, which offer bed, shower and food. The reason for this is that, until 2017, shelters did not allow pets. In 2017, we had the idea of changing this rule, and the shelters started allowing pets. Besides welcoming the homeless people, their four-legged family could now be welcomed too. But the occupancy rates of the shelters remained low. To improve the quality of life of these people and increase the occupancy rates, homeless people had to be told about the change. BriefExplanation We helped homeless people improve their lives in a creative way: changing the rules. We changed the City Shelters regulations to make them accept homeless people's pets and, therefore, make the homeless want to be in a shelter. But to reach an audience that is never the target of advertising campaigns, the homeless, it was necessary to communicate our innovative idea in an innovative way: we placed our messages in places that has never been used as media before: under overpasses and bridges, the place where the homeless look at when they are lying down.
Being Visible to Invisbles
案例简介：EntrySummary 在圣保罗市，有 20,000 多名无家可归者。他们中的许多人不寻求提供床、淋浴和食物的市政避难所。原因是，直到 2017年，收容所不允许宠物。2017 年，我们有了改变这一规则的想法，庇护所开始允许宠物进入。除了欢迎无家可归的人，他们的四条腿的家庭现在也可以受到欢迎。但是收容所的入住率仍然很低。为了提高这些人的生活质量和提高入住率，无家可归者必须被告知这一变化。 简要解释 我们帮助无家可归的人以一种创造性的方式改善他们的生活: 改变规则。我们改变了城市收容所的规定，让他们接受无家可归者的宠物，因此，让无家可归者想呆在收容所里。但是为了接触到从未成为广告活动目标的受众，无家可归者，有必要以创新的方式传达我们的创新想法: 我们把我们的信息放在以前从未被用作媒体的地方: 在立交桥和桥梁下,无家可归者躺下时看的地方。
Being Visible to Invisbles
案例简介：EntrySummary In the city of São Paulo, there are more than 20,000 homeless people. Many of them do not seek the municipal shelters, which offer bed, shower and food. The reason for this is that, until 2017, shelters did not allow pets. In 2017, we had the idea of changing this rule, and the shelters started allowing pets. Besides welcoming the homeless people, their four-legged family could now be welcomed too. But the occupancy rates of the shelters remained low. To improve the quality of life of these people and increase the occupancy rates, homeless people had to be told about the change. BriefExplanation We helped homeless people improve their lives in a creative way: changing the rules. We changed the City Shelters regulations to make them accept homeless people's pets and, therefore, make the homeless want to be in a shelter. But to reach an audience that is never the target of advertising campaigns, the homeless, it was necessary to communicate our innovative idea in an innovative way: we placed our messages in places that has never been used as media before: under overpasses and bridges, the place where the homeless look at when they are lying down.
对 Invisbles 可见
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Being Visible to Invisbles
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基本信息
- 广告战役： #Sao Paulo Mayor's Office-互动-4a02#
- 广告品牌： Sao Paulo Mayor's Office
- 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
- 获得奖项：
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