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客厅
案例简介：MediaSpend 慢性阻塞性肺病不会一夜之间发生。它需要很多年 -- 以及许多香烟的烟 -- 才会出现症状。一旦有人这样做，这不是一个漂亮的图片。许多医生认为他们的病人对自己的疾病负有责任。许多医生不情愿地将这些人视为失败的原因。我们想捕捉慢性阻塞性肺病的严峻现实，但也想为慢性阻塞性肺病患者创造一些急需的同情心。使用灯光、烟雾和铲起的灰烬 (成堆的碎纸、生物降解纸，颜色为灰色、白色和黑色) 来显示随着时间的推移吸烟的效果。慢性阻塞性肺病没有治愈方法，但有希望。我们的目标是捕捉一个吸烟多年的人的感觉 -- 他们的痛苦，他们呼吸的挣扎，以及他们试图对抗这种可怕状况的真正负担。 EntrySummary 据说吸烟会致死。但在此之前，它会导致数百万患有慢性支气管炎和肺气肿 (也称为慢性阻塞性肺病) 的人的痛苦、抑郁和疾病。更糟？人们经常感到沮丧，医生发现帮助那些不 (或不愿) 帮助自己的病人是令人沮丧的。虽然吸烟是慢性阻塞性肺病的主要原因，但从它的销售方式来看，你永远不会知道它。慢阻肺推广充满了蓝天和微笑的人。我们决定尝试一些不同的东西。通过照亮隐藏的慢性阻塞性肺病故事，我们的运动拥抱了这一事业，而不是掩盖它。完全在相机中拍摄，使用实际的灰烬和烟雾，使用零 CGI。我们的使命: 证明患有慢性阻塞性肺病的人应该呼吸，无论是否吸烟。这种对慢性阻塞性肺病真正负担的真实、独特的描述给了医生对病人的真正同情。 BriefWithProjectedOutcomes N/A 简要解释 观众 医疗保健专业人员对治疗他们的慢性阻塞性肺病患者的前景感到厌倦，他们认为吸烟是他们自己带来疾病的原因。他们对病人的机会持悲观态度，对他们实际发挥作用的能力持怀疑态度。
客厅
案例简介：MediaSpend COPD doesn’t happen overnight. It takes many years—and many puffs of a cigarette—to develop symptoms. And once someone does, it’s not a pretty picture. Many doctors view their patients as responsible for their own disease. Many physicians reluctantly write these people off as lost causes. We wanted to capture the grim reality of life with COPD, but also to create some much-needed empathy for the COPD patient. Using lights, smoke, and shovelful after shovelful of ash (bales of shredded, bio-degradable paper in multiple shades of grey, white, and black) to show the effect of smoking over time. There is no cure for COPD, but there can be hope. Our goal was to capture the feeling of someone who has smoked for years – their suffering, their struggle to breathe, and their very real burden of trying to stand up against this terrible condition. EntrySummary It is said that smoking kills. But before it does, it causes misery, depression, and sickness for the millions of people suffering with chronic bronchitis and emphysema, also known as COPD. Even worse? People often feel defeated, and doctors find it frustrating to help patients who don’t (or won’t) help themselves. While smoking is the primary cause of COPD, you’d never know it from the way it’s marketed. COPD promotion is filled with blue skies and smiling people. We decided to try something different. By shining a light on the hidden story of COPD, our campaign embraced the cause instead of glossing it over. Captured completely in camera, using actual ash and smoke, with zero CGI. Our mission: prove that people with COPD deserve to breathe, cigarettes or not. This authentic, unique depiction of the real burden of COPD gave physicians true empathy for their patients. BriefWithProjectedOutcomes N/A BriefExplanation Audience Healthcare professionals who feel jaded at the prospect of treating their COPD patients who—they believe—brought their disease on themselves by smoking. They are pessimistic about their patients’ chances and skeptical of their ability to actually make a difference.
Living Room
案例简介：MediaSpend 慢性阻塞性肺病不会一夜之间发生。它需要很多年 -- 以及许多香烟的烟 -- 才会出现症状。一旦有人这样做，这不是一个漂亮的图片。许多医生认为他们的病人对自己的疾病负有责任。许多医生不情愿地将这些人视为失败的原因。我们想捕捉慢性阻塞性肺病的严峻现实，但也想为慢性阻塞性肺病患者创造一些急需的同情心。使用灯光、烟雾和铲起的灰烬 (成堆的碎纸、生物降解纸，颜色为灰色、白色和黑色) 来显示随着时间的推移吸烟的效果。慢性阻塞性肺病没有治愈方法，但有希望。我们的目标是捕捉一个吸烟多年的人的感觉 -- 他们的痛苦，他们呼吸的挣扎，以及他们试图对抗这种可怕状况的真正负担。 EntrySummary 据说吸烟会致死。但在此之前，它会导致数百万患有慢性支气管炎和肺气肿 (也称为慢性阻塞性肺病) 的人的痛苦、抑郁和疾病。更糟？人们经常感到沮丧，医生发现帮助那些不 (或不愿) 帮助自己的病人是令人沮丧的。虽然吸烟是慢性阻塞性肺病的主要原因，但从它的销售方式来看，你永远不会知道它。慢阻肺推广充满了蓝天和微笑的人。我们决定尝试一些不同的东西。通过照亮隐藏的慢性阻塞性肺病故事，我们的运动拥抱了这一事业，而不是掩盖它。完全在相机中拍摄，使用实际的灰烬和烟雾，使用零 CGI。我们的使命: 证明患有慢性阻塞性肺病的人应该呼吸，无论是否吸烟。这种对慢性阻塞性肺病真正负担的真实、独特的描述给了医生对病人的真正同情。 BriefWithProjectedOutcomes N/A 简要解释 观众 医疗保健专业人员对治疗他们的慢性阻塞性肺病患者的前景感到厌倦，他们认为吸烟是他们自己带来疾病的原因。他们对病人的机会持悲观态度，对他们实际发挥作用的能力持怀疑态度。
Living Room
案例简介：MediaSpend COPD doesn’t happen overnight. It takes many years—and many puffs of a cigarette—to develop symptoms. And once someone does, it’s not a pretty picture. Many doctors view their patients as responsible for their own disease. Many physicians reluctantly write these people off as lost causes. We wanted to capture the grim reality of life with COPD, but also to create some much-needed empathy for the COPD patient. Using lights, smoke, and shovelful after shovelful of ash (bales of shredded, bio-degradable paper in multiple shades of grey, white, and black) to show the effect of smoking over time. There is no cure for COPD, but there can be hope. Our goal was to capture the feeling of someone who has smoked for years – their suffering, their struggle to breathe, and their very real burden of trying to stand up against this terrible condition. EntrySummary It is said that smoking kills. But before it does, it causes misery, depression, and sickness for the millions of people suffering with chronic bronchitis and emphysema, also known as COPD. Even worse? People often feel defeated, and doctors find it frustrating to help patients who don’t (or won’t) help themselves. While smoking is the primary cause of COPD, you’d never know it from the way it’s marketed. COPD promotion is filled with blue skies and smiling people. We decided to try something different. By shining a light on the hidden story of COPD, our campaign embraced the cause instead of glossing it over. Captured completely in camera, using actual ash and smoke, with zero CGI. Our mission: prove that people with COPD deserve to breathe, cigarettes or not. This authentic, unique depiction of the real burden of COPD gave physicians true empathy for their patients. BriefWithProjectedOutcomes N/A BriefExplanation Audience Healthcare professionals who feel jaded at the prospect of treating their COPD patients who—they believe—brought their disease on themselves by smoking. They are pessimistic about their patients’ chances and skeptical of their ability to actually make a difference.
客厅
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基本信息
- 广告战役： #Boehringer Ingelheim-网络-08510#
- 广告品牌： Boehringer Ingelheim
- 发布日期： 2000
- 行业领域： 生活服务 , 医疗/护理 , 医药
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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