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治疗盒
案例简介：为什么这项工作与品牌体验和激活相关？ 治疗盒旨在通过创造一种身临其境的公共体验来防止阿片类药物的使用，这种体验将人们放入真正的排毒室。 使用 LED 屏幕盒，我们复制了一个勇敢的人接受阿片类药物成瘾治疗的真实治疗室的确切尺寸: Rebekkah。我们使用了一种行业第一现场合成技术，将路人的实时视频放入屏幕，给人一种房间没有墙壁的错觉，让观众感觉像是体验的一部分。 真实的人与丽贝卡的旅程有联系并对其做出反应，最终成为我们更广泛的电影运动的支柱。 背景 致命的阿片类药物正在肆虐美国。2016 年，每 5 名年轻成人死亡中有 1 名与阿片类药物相关。 作为二十年来值得信赖的青少年烟草预防品牌，真相®与年轻人建立了关系，帮助他们应对这一日益严重的生命威胁。我们与国家药物管制政策办公室和广告委员会一起，寻求创造一个解决方案。 阻碍我们的是: 助长这一流行病的压倒性力量。大型制药公司有出售越来越多药丸的利润动机。医生处方过度，导致美国年轻人家中可以使用阿片类药物。 最重要的是？我们观众的误解。两个最根深蒂固，也最有可能致命的: 阿片类药物没有那么容易上瘾。上瘾永远不会发生在我身上。 简而言之，年轻人低估了阿片类药物的成瘾能力，并高估了他们对抗它的意志力。 我们的目标是改变他们的想法。 描述创意 (20% 的选票) 治疗盒旨在让年轻人面对阿片类药物危机，将他们放入治疗室，因为他们观察到真正的医疗监督排毒。利用开创性的技术，我们创造了一种错觉，即传统的私人戒毒室没有墙壁，给路人一种亲密而发自内心的教育，让他们了解上瘾的丑陋现实。 描述策略 (20% 的选票) 最有可能发展为阿片类药物成瘾的人是那些在青年时期尝试过阿片类药物的人 (三分之二在 25 岁之前接受治疗)。我们开始通过确保人们从一开始就没有想过尝试阿片类药物来减缓这一流行病。 聚焦于 18-34 岁的美国人，我们在研究中发现了他们头脑中的一个悖论。 他们到处都看到阿片类药物。每天都有过量用药的报道。对药丸厂的突袭。他们社区里的人上瘾的故事。他们崇拜的名人去康复中心或者更糟的是，死去。 然而，年轻人大大低估了阿片类药物的成瘾性，高估了他们抵抗上瘾的意志力。 简而言之: 阿片类药物成瘾可能发生在除了我以外的任何人身上。 他们遭受的不是缺乏意识，而是缺乏自我意识。 我们的策略是揭露年轻人最大的盲点: 他们自己。 描述执行情况 (30% 的选票) 5 天我们拍摄了 Rebekkah，一个真正的 26 岁的阿片类药物成瘾者，24/7 在一个私人治疗中心，我们用绿色的屏幕墙和相机建造。然后，我们用纽约的 LED 屏幕盒复制了她的排毒室的尺寸，让她的排毒现场直播。 该装置使用实时缝合来拍摄路人并将其放置在背景中，从而产生排毒室没有墙壁的错觉。 为了尽快提供治疗，我们从找到病人到拍摄都有 24 小时的狭窄窗口。一个 20 人的生产团队 24/7 待命，给医生和康复机构打了数千个电话。 该装置形成了我们于 2018 年 10 月 22 日发起的电影运动的基础。与广告委员会一起，我们获得了来自维亚康姆，NBCUniversal，谷歌，Facebook，Snapchat，Instagram 和 Spotify 的捐赠媒体，以便接触我们 18-34 岁的观众。 列出结果 (30% 的选票) 治疗盒将年轻人带入一个活的阿片排毒系统，帮助他们意识到上瘾可能发生在他们身上。 该活动获得了 35 毫米以上的视频浏览量。凭借 1.5 毫米以上的社交活动，治疗盒以 145% 击败了真相的次佳可比活动。 最重要的是，我们彻底改变了年轻人对阿片类药物的看法和行动。发布后 8 周，我们的观众显示: 与 “任何人都可能对处方阿片类药物上瘾” 这一说法的一致性增加了 36% 与 “阿片类药物依赖可以在短短五天内发生” 的事实一致，增加了 46%。 40% 更有可能查找阿片类药物流行的信息 29% 的人更有可能和朋友谈论阿片类药物的流行 虽然战胜这一威胁的道路漫长而富有挑战性，但变革始于个人。我们开始拯救生命，从丽贝卡开始，我们希望继续在美国传播救生信息。 请告诉我们如何您为其播出的单个国家/地区/市场设计/调整了您的活动。 美国有一个令人震惊的阿片供应问题。在 2012，平均每天分配超过 700,000 个阿片类药物处方。这相当于 2.59亿张处方 -- 足够美国的每个成年人使用了。大量的药丸溢出到年轻人的生活和文化中: 音乐、表演、聚会和年轻人闲逛的社交聚会。 净结果？阿片类药物是美国青年文化的一部分 -- 看起来并不那么糟糕。 这就是为什么我们不得不以他们从未预料到的方式向他们展示一些他们从未见过的东西，从而打破这种正常化的文化。
治疗盒
案例简介：Why is this work relevant for Brand Experience & Activation? Treatment Box aimed to prevent opioid use by creating an immersive, public experience that put people inside a real detox room. Using an LED screen box, we replicated the exact dimensions of the real treatment room of one brave person going through treatment for opioid addiction: Rebekkah. We used an industry first live composite technique that placed realtime video of passersby into the screens giving the illusion that the room had no walls—and making viewers feel like part of the experience. Real people connected with and reacted to Rebekkah’s journey, ultimately forming the backbone of our wider film campaign. Background A deadly opioid epidemic is ravaging the United States. In 2016, 1 out of 5 young adult deaths were opioid related. As a trusted youth tobacco prevention brand for two decades, truth® had the relationship with young people to help take on this growing threat to their lives. Together with the Office of National Drug Control Policy and the Ad Council, we sought to create a solution. Standing in our way: the overwhelming forces fueling the epidemic. Big Pharma has a profit motive to sell more and more pills. Doctors were overprescribing, leading to accessible opioids in young Americans’ homes. Above all? The misperceptions held by our audience. The two most deep-rooted, and potentially deadly: Opioids aren’t that addictive. And addiction will never happen to me. Simply put, young people underestimated the addictive power of opioids, and overestimated their willpower against it. Our objective was to change their minds. Describe the creative idea (20% of vote) Treatment Box set out to make young adults face the opioid crisis by placing them inside the treatment room as they observed a real medically supervised detox. Using groundbreaking technology we created the illusion that the traditionally private detox room had no walls, giving passersby an intimate and visceral education of the ugly realities of addiction. Describe the strategy (20% of vote) The most likely people to develop an opioid addiction are those who have experimented with opioids in their youth (two-thirds are admitted into treatment before age 25). We set-out to slow the epidemic by making sure people never thought to try opioids in the first place. Focusing on 18-34 year olds Americans, we uncovered a paradox in their minds during research. They saw opioids everywhere. There were daily reports of overdoses. Raids on pill mills. Stories of people in their communities getting addicted. Celebrities they admired going to rehab or worse, dying. Yet, young people drastically underestimated just how addictive opioids could be—and overestimated their willpower to resist addiction. Simply put: opioid addiction can happen to anyone but me. They suffered not from lack of awareness, but lack of self-awareness. Our strategy was to expose young people’s biggest blindspot: themselves. Describe the execution (30% of vote) For 5 days we filmed Rebekkah, a real 26 year old opioid addict, 24/7 in a private treatment center we built with green screen walls and cameras. Then, we replicated the dimensions of her detox room with an LED screen box in NYC, streaming her detox live. The installation used real time stitching to film passersby and place them in the background, creating the illusion the detox room had no walls. To provide treatment asap we had a narrow 24 hour window from finding a patient to filming. A production team of 20 was on 24/7 standby making thousands of calls to doctors and rehab facilities. The installation formed the foundation of our film campaign which launched on October 22nd, 2018. Together with the Ad Council, we secured donated media from Viacom, NBCUniversal, Google, Facebook, Snapchat, Instagram, and Spotify in order to reach our 18-34 year old audience. List the results (30% of vote) Treatment Box brought young people inside a live opioid detox to help them realize addiction could happen to them. The campaign garnered 35MM+ videos views. With 1.5MM+ social engagements, Treatment Box beat out truth’s next best comparable campaign by 145%. Most importantly, we drastically changed young people’s perceptions and actions towards opioids. 8 weeks post-launch, our audience showed: 36% increase in agreement with the statement “Anyone can become addicted to prescription opioids” 46% increase in agreement with the fact that “Opioid dependence can happen in just five days.” 40% more likely to look up information about the opioid epidemic 29% more likely to talk to a friend about the opioid epidemic While the road to beat this threat is long and challenging, change starts with individuals. We set out to save lives, and starting with Rebekkah’s, we hope to continue to spread lifesaving information across the United States. Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. The United States has an astounding opioid supply problem. In 2012, on average, more than 700,000 opioid prescriptions were dispensed daily. That works out to 259 million prescriptions—enough for every single adult in America. That flood of pills overflows into young people’s lives and culture: music, shows, and the parties & social gatherings where young people hang out. The net result? Opioids are a part of American youth culture—and don’t seem all that bad. That’s why we had to disrupt this normalized culture by showing them something they had never seen, in a way they would never expect.
Treatment Box
案例简介：为什么这项工作与品牌体验和激活相关？ 治疗盒旨在通过创造一种身临其境的公共体验来防止阿片类药物的使用，这种体验将人们放入真正的排毒室。 使用 LED 屏幕盒，我们复制了一个勇敢的人接受阿片类药物成瘾治疗的真实治疗室的确切尺寸: Rebekkah。我们使用了一种行业第一现场合成技术，将路人的实时视频放入屏幕，给人一种房间没有墙壁的错觉，让观众感觉像是体验的一部分。 真实的人与丽贝卡的旅程有联系并对其做出反应，最终成为我们更广泛的电影运动的支柱。 背景 致命的阿片类药物正在肆虐美国。2016 年，每 5 名年轻成人死亡中有 1 名与阿片类药物相关。 作为二十年来值得信赖的青少年烟草预防品牌，真相®与年轻人建立了关系，帮助他们应对这一日益严重的生命威胁。我们与国家药物管制政策办公室和广告委员会一起，寻求创造一个解决方案。 阻碍我们的是: 助长这一流行病的压倒性力量。大型制药公司有出售越来越多药丸的利润动机。医生处方过度，导致美国年轻人家中可以使用阿片类药物。 最重要的是？我们观众的误解。两个最根深蒂固，也最有可能致命的: 阿片类药物没有那么容易上瘾。上瘾永远不会发生在我身上。 简而言之，年轻人低估了阿片类药物的成瘾能力，并高估了他们对抗它的意志力。 我们的目标是改变他们的想法。 描述创意 (20% 的选票) 治疗盒旨在让年轻人面对阿片类药物危机，将他们放入治疗室，因为他们观察到真正的医疗监督排毒。利用开创性的技术，我们创造了一种错觉，即传统的私人戒毒室没有墙壁，给路人一种亲密而发自内心的教育，让他们了解上瘾的丑陋现实。 描述策略 (20% 的选票) 最有可能发展为阿片类药物成瘾的人是那些在青年时期尝试过阿片类药物的人 (三分之二在 25 岁之前接受治疗)。我们开始通过确保人们从一开始就没有想过尝试阿片类药物来减缓这一流行病。 聚焦于 18-34 岁的美国人，我们在研究中发现了他们头脑中的一个悖论。 他们到处都看到阿片类药物。每天都有过量用药的报道。对药丸厂的突袭。他们社区里的人上瘾的故事。他们崇拜的名人去康复中心或者更糟的是，死去。 然而，年轻人大大低估了阿片类药物的成瘾性，高估了他们抵抗上瘾的意志力。 简而言之: 阿片类药物成瘾可能发生在除了我以外的任何人身上。 他们遭受的不是缺乏意识，而是缺乏自我意识。 我们的策略是揭露年轻人最大的盲点: 他们自己。 描述执行情况 (30% 的选票) 5 天我们拍摄了 Rebekkah，一个真正的 26 岁的阿片类药物成瘾者，24/7 在一个私人治疗中心，我们用绿色的屏幕墙和相机建造。然后，我们用纽约的 LED 屏幕盒复制了她的排毒室的尺寸，让她的排毒现场直播。 该装置使用实时缝合来拍摄路人并将其放置在背景中，从而产生排毒室没有墙壁的错觉。 为了尽快提供治疗，我们从找到病人到拍摄都有 24 小时的狭窄窗口。一个 20 人的生产团队 24/7 待命，给医生和康复机构打了数千个电话。 该装置形成了我们于 2018 年 10 月 22 日发起的电影运动的基础。与广告委员会一起，我们获得了来自维亚康姆，NBCUniversal，谷歌，Facebook，Snapchat，Instagram 和 Spotify 的捐赠媒体，以便接触我们 18-34 岁的观众。 列出结果 (30% 的选票) 治疗盒将年轻人带入一个活的阿片排毒系统，帮助他们意识到上瘾可能发生在他们身上。 该活动获得了 35 毫米以上的视频浏览量。凭借 1.5 毫米以上的社交活动，治疗盒以 145% 击败了真相的次佳可比活动。 最重要的是，我们彻底改变了年轻人对阿片类药物的看法和行动。发布后 8 周，我们的观众显示: 与 “任何人都可能对处方阿片类药物上瘾” 这一说法的一致性增加了 36% 与 “阿片类药物依赖可以在短短五天内发生” 的事实一致，增加了 46%。 40% 更有可能查找阿片类药物流行的信息 29% 的人更有可能和朋友谈论阿片类药物的流行 虽然战胜这一威胁的道路漫长而富有挑战性，但变革始于个人。我们开始拯救生命，从丽贝卡开始，我们希望继续在美国传播救生信息。 请告诉我们如何您为其播出的单个国家/地区/市场设计/调整了您的活动。 美国有一个令人震惊的阿片供应问题。在 2012，平均每天分配超过 700,000 个阿片类药物处方。这相当于 2.59亿张处方 -- 足够美国的每个成年人使用了。大量的药丸溢出到年轻人的生活和文化中: 音乐、表演、聚会和年轻人闲逛的社交聚会。 净结果？阿片类药物是美国青年文化的一部分 -- 看起来并不那么糟糕。 这就是为什么我们不得不以他们从未预料到的方式向他们展示一些他们从未见过的东西，从而打破这种正常化的文化。
Treatment Box
案例简介：Why is this work relevant for Brand Experience & Activation? Treatment Box aimed to prevent opioid use by creating an immersive, public experience that put people inside a real detox room. Using an LED screen box, we replicated the exact dimensions of the real treatment room of one brave person going through treatment for opioid addiction: Rebekkah. We used an industry first live composite technique that placed realtime video of passersby into the screens giving the illusion that the room had no walls—and making viewers feel like part of the experience. Real people connected with and reacted to Rebekkah’s journey, ultimately forming the backbone of our wider film campaign. Background A deadly opioid epidemic is ravaging the United States. In 2016, 1 out of 5 young adult deaths were opioid related. As a trusted youth tobacco prevention brand for two decades, truth® had the relationship with young people to help take on this growing threat to their lives. Together with the Office of National Drug Control Policy and the Ad Council, we sought to create a solution. Standing in our way: the overwhelming forces fueling the epidemic. Big Pharma has a profit motive to sell more and more pills. Doctors were overprescribing, leading to accessible opioids in young Americans’ homes. Above all? The misperceptions held by our audience. The two most deep-rooted, and potentially deadly: Opioids aren’t that addictive. And addiction will never happen to me. Simply put, young people underestimated the addictive power of opioids, and overestimated their willpower against it. Our objective was to change their minds. Describe the creative idea (20% of vote) Treatment Box set out to make young adults face the opioid crisis by placing them inside the treatment room as they observed a real medically supervised detox. Using groundbreaking technology we created the illusion that the traditionally private detox room had no walls, giving passersby an intimate and visceral education of the ugly realities of addiction. Describe the strategy (20% of vote) The most likely people to develop an opioid addiction are those who have experimented with opioids in their youth (two-thirds are admitted into treatment before age 25). We set-out to slow the epidemic by making sure people never thought to try opioids in the first place. Focusing on 18-34 year olds Americans, we uncovered a paradox in their minds during research. They saw opioids everywhere. There were daily reports of overdoses. Raids on pill mills. Stories of people in their communities getting addicted. Celebrities they admired going to rehab or worse, dying. Yet, young people drastically underestimated just how addictive opioids could be—and overestimated their willpower to resist addiction. Simply put: opioid addiction can happen to anyone but me. They suffered not from lack of awareness, but lack of self-awareness. Our strategy was to expose young people’s biggest blindspot: themselves. Describe the execution (30% of vote) For 5 days we filmed Rebekkah, a real 26 year old opioid addict, 24/7 in a private treatment center we built with green screen walls and cameras. Then, we replicated the dimensions of her detox room with an LED screen box in NYC, streaming her detox live. The installation used real time stitching to film passersby and place them in the background, creating the illusion the detox room had no walls. To provide treatment asap we had a narrow 24 hour window from finding a patient to filming. A production team of 20 was on 24/7 standby making thousands of calls to doctors and rehab facilities. The installation formed the foundation of our film campaign which launched on October 22nd, 2018. Together with the Ad Council, we secured donated media from Viacom, NBCUniversal, Google, Facebook, Snapchat, Instagram, and Spotify in order to reach our 18-34 year old audience. List the results (30% of vote) Treatment Box brought young people inside a live opioid detox to help them realize addiction could happen to them. The campaign garnered 35MM+ videos views. With 1.5MM+ social engagements, Treatment Box beat out truth’s next best comparable campaign by 145%. Most importantly, we drastically changed young people’s perceptions and actions towards opioids. 8 weeks post-launch, our audience showed: 36% increase in agreement with the statement “Anyone can become addicted to prescription opioids” 46% increase in agreement with the fact that “Opioid dependence can happen in just five days.” 40% more likely to look up information about the opioid epidemic 29% more likely to talk to a friend about the opioid epidemic While the road to beat this threat is long and challenging, change starts with individuals. We set out to save lives, and starting with Rebekkah’s, we hope to continue to spread lifesaving information across the United States. Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. The United States has an astounding opioid supply problem. In 2012, on average, more than 700,000 opioid prescriptions were dispensed daily. That works out to 259 million prescriptions—enough for every single adult in America. That flood of pills overflows into young people’s lives and culture: music, shows, and the parties & social gatherings where young people hang out. The net result? Opioids are a part of American youth culture—and don’t seem all that bad. That’s why we had to disrupt this normalized culture by showing them something they had never seen, in a way they would never expect.
治疗盒
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Treatment Box
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基本信息
- 广告战役： #Office of National Drug Control Policy-影视-5af2#
- 广告品牌： Office of National Drug Control Policy
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 微电影
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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