Instrument of Hope|海报/平面|广告营销案例【ADGuider广告指南】

希望的工具

案例简介：背景在佛罗里达州帕克兰的斯通曼·道格拉斯高中发生悲惨的大规模枪击事件之后，全世界都知道这所高中的学生有点不同。有些人在政治舞台上采取了行动。其他人将努力转向艺术。这就是由帕克兰幸存者组成的非营利组织Shine MSD的诞生。它的使命: 在悲剧发生后，利用音乐和艺术的力量激发希望和团结-甚至写一首原创歌曲，成为他们变革的国歌。这是一项了不起的任务，但他们需要一种方法来大声一点，并确保其他人不会忘记。描述创意 (投票40%) 不负责任的枪支所有权的鲜明象征是AR-15，帕克兰射手使用的武器以及它留下的破坏炮弹。正如Shine的使命所表明的那样，将人们团结在事业上的一种有力方法是音乐和艺术。我们的想法将这些并列的真理融合在一起，采取了痛苦和暴力的原因，黄铜AR-15子弹壳，并将其变成独一无二的手工制作的黄铜小号，旨在传播希望，韧性和火花变化。希望的工具立即成为Shine MSD战斗的象征，也是将枪支暴力对话保持在主要舞台上的有力方式。描述执行 (投票40%) 我们与世界著名的铜管乐器设计师Josh Landress (定制乐器制造中的名字) 合作，设计和制造了希望小号的乐器。为什么是小号？从历史上看，小号是作为武器的呼唤。我们想在这段历史的基础上，创造一个小号，不仅用它发出的声音，而且用它用AR-15子弹壳制成的材料来团结人们。小号对演奏它的每个人都产生了持久的影响。感觉到他们指尖上的子弹帽。看到子弹套管。听到它发出的独特声音。所有这些都提醒我们，导致痛苦的东西可以变成美丽的东西，激发积极的变化和希望。但这不仅影响了音乐家。小号在演奏的歌曲中添加了一些特别的东西，在音乐家和歌迷之间创造了一个特别的团结时刻。列出结果 (投票20%) 由于媒体预算为零，我们在短短两个月内就接触到了大量的人。恐慌!在迪斯科舞厅是第一个接听电话的人，其他人很快就接踵而至: 复兴主义者，布莱恩·纽曼 (Lady Gaga的小号手)，特别节目，基恩·哈罗德，美国作家，阿莫斯·李，迈克尔·弗兰蒂，长号矮子和 “俄克拉荷马州!” 百老汇表演。它不仅触动了音乐家，迈阿密热火队的NBA球队甚至要求用它演奏国歌。成千上万的人听到了小号的演奏。我们通过这些有影响力的人接触了1500万多人。超过十亿人通过我们的公关努力在媒体上听到了这一信息。我们通过525% 增加了我们的追随者，每周增加了2,614% 的社交互动。我们倡议成功的一个例子是，希望的乐器出现在百老汇音乐剧《俄克拉荷马州》中，NBC新闻报道: https://youtu.be/BF2DljwHpv8

希望的工具

案例简介：Background Following the tragic mass shooting that took place at Stoneman Douglas High School in Parkland FL, the world came to know the students of this high school were a bit different. Some jumped to action in the political arena. Others turned their efforts toward the arts. And that’s how Shine MSD, a nonprofit formed by Parkland survivors, was born. Its mission: harnessing the power of music and arts to inspire hope and unity in the aftermath of tragedy — even writing an original song that became their anthem for change. It’s an amazing undertaking, but they needed a way to be louder and make sure others don’t forget. Describe the creative idea (40% of vote) A stark symbol of irresponsible gun ownership is the AR-15, the weapon used by the Parkland shooter, and the shells of destruction it leaves in its wake. A powerful way to unite people around a cause, as Shine’s mission has shown, is music and the arts. Our idea merged these juxtaposing truths by taking a cause of pain and violence, brass AR-15 bullet casings, and turning it into a one-of-a-kind, hand-crafted brass trumpet meant to spread hope, resilience and spark change. The Instrument of Hope immediately became a symbol of Shine MSD’s fight and a powerful way to keep the gun violence conversation on the main stage. Describe the execution (40% of vote) We worked with world renown brass instrument designer Josh Landress, the name in the custom instrument manufacturing, to design and build the Instrument of Hope trumpet. Why a trumpet? Historically the trumpet is played as a call to arms. We wanted to build upon this history, creating a trumpet that not only rallied people with the sound it makes, but also with the materials that it’s made from — spent AR-15 bullet casings. The trumpet had a lasting impact on everyone who played it. Feeling the bullet caps on their fingertips. Seeing the bullet casing tubing. Hearing the unique sound it makes. All a reminder that what causes pain can be turned into thing of beauty that sparks positive change and hope. But it didn’t only affect the musicians. The trumpet added something special to the songs it played, creating a special, uniting moment between musicians and their fans. List the results (20% of vote) With a media budget of zero, we were able to reach a remarkable number of people in just two months. Panic! At the Disco was the first to answer the call and others soon followed: The Revivalists, Brian Newman (Lady Gaga’s Trumpeter), The Specials, Keyon Harrold, American Authors, Amos Lee, Michael Franti, Trombone Shorty, and “Oklahoma!” the Broadway show. And it didn’t just touch musicians, the Miami Heat NBA team even requested to play the National Anthem with it. Tens of thousands heard the Trumpet played live. We reached over 15 million people on social through these influencers. Over a billion heard the message in the media through our PR efforts. We grew our followers by 525% and increased interactions on social by 2,614% week over week. One example of the success of our initiative is that the Instrument of Hope was featured in the Broadway Musical Oklahoma, which was covered by NBC News: https://youtu.be/BF2DljwHpv8