Teddy Gun|短视频|广告营销案例【ADGuider广告指南】

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泰迪枪

案例简介：概要美国政府长期以来一直通过制定健康和安全标准来保护其公民免受固有的甚至不固有的危险产品的侵害。没有这种疏忽，我们所有人都更容易受伤和死亡。大多数美国公民认为枪支行业面临政府的高级监管。然而，尽管枪支是最固有的危险消费品，但枪支的制造没有受到任何重大监管。相比之下，儿童泰迪熊的伤害只是枪支伤害人数的一小部分，但需要达到更多的健康和安全标准。伊利诺伊州反对手枪暴力委员会 (ICHV) 是一个非营利组织，专注于手枪暴力预防，并在州和联邦政府层面倡导常识枪支法律。执行这场运动的中心是泰迪枪，一个讽刺的象征，缺乏常识的枪支管制。但是泰迪枪不仅仅是一个符号，也是一个实际的产品。它的设计需要具有挑衅性、令人难忘和足够简单，可以在各种渠道复制。我们的起点是泰迪熊。除了看起来像泰迪熊，泰迪枪还需要保留枪的功能。我们与 3D 设计师和枪支制造商合作，让我们的愿景变得栩栩如生。我们考虑了泰迪枪设计的各个方面 -- 从有人握住它的方式，到扳机需要去的地方，到抓握所需的橡胶材料，到完美的尺寸, 所以枪装置会无缝地融入泰迪熊的身体。活动描述泰迪熊制造商被要求遵守极其严格的安全法规 -- 当然，除非泰迪熊是一把枪。介绍泰迪枪。旨在揭示政府对枪支行业缺乏荒谬的监管。泰迪枪成为一个悲剧，讽刺，强大的象征，过度缺乏监管，导致每年超过 30,000 人无谓死亡。我们用泰迪枪点燃了对常识枪法的愤怒和政治压力。结果泰迪枪做了所有关于枪支暴力流行病的头条新闻报道不能做的事情: 它阻止了人们的踪迹，移动了他们, 并促使他们采取行动 -- 向国会施加压力，要求更多的常识性枪支法律。凭借从泰迪枪介绍视频中获得的超过 1.35亿的印象，以及总共获得的 2.62 美毫米的媒体价值，ICHV 实现了新的意识和参与水平。由于这一成功，泰迪枪展览在发射后正在巡回演出并影响社区。现在，一项由 iccv 支持的法案在州立法机构获得了前所未有的势头。战略每年，公众都在他们的新闻流上被成千上万关于枪支暴力的故事和关于枪支法规的辩论轰炸。有这么多的故事，人们已经变得麻木，使得像 ICHV 这样的组织很难产生重大影响。我们需要一种唤醒人们并引起注意的方法。泰迪枪引人注目的视觉立即吸引了人们来了解更多。

泰迪枪

案例简介：Synopsis The US government has long established a history of protecting its citizens from inherently, and even not inherently, dangerous products by instituting health and safety standards. Without this oversight, we all would be far more susceptible to injury and death. The majority of US citizens believe the gun industry faces high-level government oversight. However, even though guns are the most inherently dangerous consumer product, the manufacture of guns is not regulated in any significant way. By contrast, children’s teddy bears harm only a fraction of the number of people guns harm, but are required to meet far more health and safety standards. The Illinois Council Against Handgun Violence (ICHV) is a nonprofit organization that focuses on handgun violence prevention and advocates for common sense gun laws at both state and federal government levels. Execution At the center of the campaign is Teddy Gun, an ironic symbol for the lack of common sense gun regulation. But more than a symbol, Teddy Gun is also an actual product. Its design needed to be provocative, memorable and simple enough to replicate across various channels.Our starting point was a teddy bear. In addition to looking like a teddy bear, Teddy Gun needed to retain the functionality of a gun. We worked with a 3D designer and a gun manufacturer to bring our vision to life. We considered every aspect of the Teddy Gun design—from the way someone would hold it, to where the trigger needed to go, to the rubber material required for the grip, to the perfect size, so the gun apparatus would seamlessly blend into the body of the teddy bear. CampaignDescription Teddy bear manufacturers are required to follow incredibly strict safety regulations—unless, of course, the teddy bear is a gun. Introducing Teddy Gun. Created to shine a light on the nonsensical lack of government oversight on the gun industry. Teddy Gun became a tragic, ironic, powerful symbol of the disproportionate lack of regulation that contributes to the senseless deaths of over 30,000 people per year. We used Teddy Gun to ignite a groundswell of outrage and political pressure for common sense gun laws. Outcome Teddy Gun did what all the headlines and news coverage on the gun violence epidemic couldn’t: It stopped people in their tracks, moved them, and motivated them to take action—to put pressure on Congress for more common sense gun laws. Armed with over 135 million earned impressions from the Teddy Gun intro video, and a total earned media value of $2.62MM, ICHV achieved new levels of awareness and engagement. Due to this success, the Teddy Gun exhibit is touring and impacting communities beyond the launch. And now an ICHV-supported bill is gaining unprecedented momentum in the state legislature. Strategy Every year the public is bombarded with thousands of stories about gun violence, and the debate about gun regulations, on their news streams. With so many stories, people had become numb, making it difficult for organizations like ICHV to make a significant impact. We needed a way to wake people up and pay attention. The striking visual of the Teddy Gun immediately drew people in to find out more.