The Art Heist for Good|短视频|广告营销案例【ADGuider广告指南】

艺术抢劫的好处

案例简介：相关性艺术抢劫是一个儿童反应驱动的想法，有助于在基贝拉人和水上生活人之间建立持久的关系。该项目在不使用大多数慈善机构今天使用的常规 “寻求捐赠” 方法的情况下取得了有意义的成果。战略与大多数慈善广告不同，我们不需要要求捐款。我们也不需要对十亿的媒体印象撒谎。我们只是在世界上最糟糕的地方之一找到了有价值的东西，并用它来产生直接的影响。活动描述艺术品抢劫是一个项目，它的使命是拿走一些艺术品，卖给出价最高的人，并用这笔钱提供干净的水, kibera 人民迫切需要的卫生和卫生解决方案。执行偷艺术品的人来到基贝拉，拿走了这些著名的艺术品。每一块都被交换成一个全新的金属波纹屋顶，保护居民免受恶劣的肯尼亚元素。我们在美国安全地出售艺术品，开始寻找艺术品经销商。最终我们找到了两个。在朱利安拍卖行的帮助下，WATERisLIFE 拍卖了基贝拉收藏的作品。将这笔钱用于拍卖的收益能够将相当于 30,000 日工资的财务投入基贝拉，以及足够的清洁水和卫生设施来帮助社区。结果有了拍卖的收益，我们能够将相当于 30,000 日工资的财务投入基贝拉，以及足够的清洁水和卫生设施来帮助社区。概要 2009 年，广受赞誉的街头艺术家 JR 在肯尼亚基贝拉的屋顶上放置壁画，肯尼亚是非洲最大、最危险的贫民窟，在这个过程中获得了国际声誉。随着他的名声越来越大，艺术品的价值也越来越高，估计超过 160,000 美元。从那以后，每天挣不到一美元的人一直生活在百万美元的屋顶下。

艺术抢劫的好处

案例简介：Relevancy Art Heist for Good was a one of a kid response-driven idea that helped build a lasting relationship between the people of Kibera and WATERisLIFE. The project achieved meaningful results without using the routine “ask for donations” approach most charities use today. Strategy Unlike most charity advertising, we didn’t need to ask for donations. We didn’t need to lie about a billion media impressions either. We simply found something of value in one of the worst places in the world and used it to make a direct impact. Campaign Description The Art Heist For Good is a project that set out on a mission to take some of this art, sell it to the highest bidder and use the money to provide clean water, sanitation and hygiene solutions to the people of Kibera who desperately needed it. Execution Stealing The ArtWATERisLIFE traveled into Kibera and took these famous art pieces. Each piece was exchanged for a brand new metal corrugated roof that would protect the residents from the harsh Kenyan elements. Selling The ArtOnce safely back in the US, we began our search for an art dealer. Eventually we found two. With the help of Julien’s Auction House, WATERisLIFE auctioned off the pieces from the Kibera collection. Giving The Money BackThe proceeds from the auctions were able to put the financial equivalent of 30,000 daily salaries into Kibera as well as enough clean water and sanitation practices to help the community for years to come. Outcome With the proceeds from the auctions, we were able to put the financial equivalent of 30,000 daily salaries into Kibera as well as enough clean water and sanitation practices to help the community for years to come. Synopsis In 2009, acclaimed street artist JR placed murals on the rooftops of Kibera, Kenya – Africa’s largest and most dangerous slum – gaining international fame in the process. As his fame grew, so did the value of the artwork, with estimations reaching over $160,000. And people who made less than one dollar a day lived under million dollar roofs ever since.