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案例简介：为什么这项工作与直接相关？ 瓜拉那南极洲没有发现与女运动员一起做广告就足够了。因此，该品牌发起了直接响应活动，挑战其他品牌在其广告和其他广告格式中使用它们。为此，它不仅邀请了全国各地的每个播音员参加全国范围的竞选活动 (是的，整个国家播出的B2B广告)，瓜拉那还制作了一个完整的图像库，并附有运动员的照片供其他品牌使用在他们的广告中，并联系了几个品牌购买照片。价格？向促进女子足球的非政府组织捐款。 背景 瓜拉那自2001年以来一直赞助巴西的两个国家足球队。尽管与男性球员一起做了很多广告，但该品牌从未在其竞选活动中强调过女子球队。巴西这项运动投资不平等的明显征兆 -- 这个国家被认为是足球之乡。由于巴西队将在2019年参加国际足联女足世界杯，该品牌决定最终与女队一起制作广告，尽管这是巴西队迄今为止最糟糕的一年，连续9场失利。毕竟，女足值得更多的宣传。 描述创意 (30% 的选票) 在这种可怕的情况下，仅仅制作广告不足以带来真正的变化。因此，瓜拉那发起了一场赋予女子足球权力的运动。为此，该品牌必须开发完全不同的东西。它没有针对最终消费者的广告，而是制作了一个广告，当它在大众媒体上播出时，它真正针对的是品牌和营销主管。广告邀请了更多品牌与巴西女队的明星一起制作广告。毕竟，这是世界杯的一年，对于男子世界杯，数十个品牌提出了以男球员为特色的重大运动。 描述策略 (20% 的选票) 尽管赞助了包括男子和女子球队在内的巴西足球联合会，但瓜拉那南极洲从未做过关于女明星的广告，甚至没有帖子。所以我们不能就这么开始做广告。首先，我们不得不为我们对他们的忽视道歉。只有到那时，我们才能开始鼓励品牌在广告中加入女子国家队，并帮助推广这项运动。即使是一个简单的邀请似乎也太少了，因此我们决定通过与女子团队一起为通用产品摆姿势来创建整个形象库，从而使品牌更容易使用运动员。任何品牌都可以通过简单的付款方式从银行购买图像: 运动员的费用和向促进女子足球的非政府组织的捐款。 描述执行 (20% 的选票) 我们做了一个广告，展示了来自巴西女队的三名不同球员。首先，我们为从未在广告中使用过它们而道歉，尽管使用过男性玩家，然后邀请品牌效仿我们的榜样。之后，我们在Instagram上创建了一个图像银行。在那里，品牌可以找到我们广告中针对不同产品的明星。这种挑衅性的交流语气旨在让人们开始要求更多的女孩投放更多的广告。这就是他们所做的。 列出结果 (30% 的选票) 到目前为止，已有10多个大品牌从我们的图像银行购买了20多张图片，为玩家和非政府组织筹集了超过40万雷亚尔的资金。这些广告被巴西女运动员和体育媒体大量发布。最重要的是，这场运动开始流行起来，品牌开始做出回应，雇佣其他女性球员出演他们的广告-6届世界最佳球员玛尔塔，她与巴西最大的啤酒品牌签署了一项协议。
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案例简介：Why is this work relevant for Direct? Guaraná Antarctica didn’t find that making an ad with the female athletes was enough. So the brand started a direct response campaign challenging other brands to use them in their commercials and other ad formats. To do so, not only it invited every announcer of the country trough a nation-wide campaign (yes a B2B ad aired for a whole country) , Guaraná also made a whole image bank, with pictures of the athletes for other brands to use in their commercials, and contacted several brands to buy the photos. The price? A donation to an NGO that promotes female football. Background Guaraná has sponsored both of Brazil's national football teams since 2001. Despite having done a number of ads with the male players, the brand had never highlighted the women's team in its campaigns. A clear symptom of the inequality in investments in the sport in Brazil – a country that's supposed to be the land of football. Since the Brazilian team will be playing the FIFA Women's World Cup in 2019, the brand decided to finally create an ad with the women's team, even though this is one of the worst years yet for the Brazilian squad, coming off 9 consecutive losses. After all, women's football deserves more publicity. Describe the creative idea (30% of vote) In this dire scenario, just creating an ad wouldn’t be enough to bring about real change. So Guaraná started a movement to empower women’s football. To do that, the brand had to develop something entirely different. Instead of ads aimed at the final consumer, it worked up an ad that, while it was aired in the mass media, really targeted brands and marketing executives. The ad invited more brands to make ads with the stars of the Brazilian women’s squad. After all, it’s a World Cup year, and for the men’s World Cup, dozens of brands had come up with major campaigns featuring the male players. Describe the strategy (20% of vote) Despite sponsoring the Brazilian Football Confederation, which includes both men’s and women’s teams, Guaraná Antarctica had never done a single ad, not even a post, about the female stars. So we couldn’t just start making ads. First, we had to apologize for our neglect of them. Only then could we start encouraging brands to feature the women’s national team in ads and help promote the sport. Even a simple invitation seemed like too little, so we decided to make it easier for brands to use the athletes by creating a whole image bank with the women’s team posing for generic products. Any brand could buy an image from the bank via a simple payment: a fee for the athletes and a donation to an NGO that promotes women’s football. Describe the execution (20% of vote) We made an ad featuring three different players from the Brazilian women’s team. First we apologized for never having used them in advertising, despite having used male players, and then invited brands to follow our example. After that, we created an image bank on our Instagram. There, brands could find the stars of our ad posing for different products. The provocative tone of the communication was designed to make people start demanding more ads with more girls. And that’s just what they did. List the results (30% of vote) More than 10 big brands have bought over 20 pictures from our image bank so far, raising more than R$400K for the players and the NGO. The commercials were heavily posted by Brazilian female athletes and the sports media. Most importantly of all, the movement caught on and brands started to respond by hiring other female players to star in their ads –6-time best player in the world Marta, who signed a deal with Brazil’s biggest beer brand.
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案例简介：为什么这项工作与直接相关？ 瓜拉那南极洲没有发现与女运动员一起做广告就足够了。因此，该品牌发起了直接响应活动，挑战其他品牌在其广告和其他广告格式中使用它们。为此，它不仅邀请了全国各地的每个播音员参加全国范围的竞选活动 (是的，整个国家播出的B2B广告)，瓜拉那还制作了一个完整的图像库，并附有运动员的照片供其他品牌使用在他们的广告中，并联系了几个品牌购买照片。价格？向促进女子足球的非政府组织捐款。 背景 瓜拉那自2001年以来一直赞助巴西的两个国家足球队。尽管与男性球员一起做了很多广告，但该品牌从未在其竞选活动中强调过女子球队。巴西这项运动投资不平等的明显征兆 -- 这个国家被认为是足球之乡。由于巴西队将在2019年参加国际足联女足世界杯，该品牌决定最终与女队一起制作广告，尽管这是巴西队迄今为止最糟糕的一年，连续9场失利。毕竟，女足值得更多的宣传。 描述创意 (30% 的选票) 在这种可怕的情况下，仅仅制作广告不足以带来真正的变化。因此，瓜拉那发起了一场赋予女子足球权力的运动。为此，该品牌必须开发完全不同的东西。它没有针对最终消费者的广告，而是制作了一个广告，当它在大众媒体上播出时，它真正针对的是品牌和营销主管。广告邀请了更多品牌与巴西女队的明星一起制作广告。毕竟，这是世界杯的一年，对于男子世界杯，数十个品牌提出了以男球员为特色的重大运动。 描述策略 (20% 的选票) 尽管赞助了包括男子和女子球队在内的巴西足球联合会，但瓜拉那南极洲从未做过关于女明星的广告，甚至没有帖子。所以我们不能就这么开始做广告。首先，我们不得不为我们对他们的忽视道歉。只有到那时，我们才能开始鼓励品牌在广告中加入女子国家队，并帮助推广这项运动。即使是一个简单的邀请似乎也太少了，因此我们决定通过与女子团队一起为通用产品摆姿势来创建整个形象库，从而使品牌更容易使用运动员。任何品牌都可以通过简单的付款方式从银行购买图像: 运动员的费用和向促进女子足球的非政府组织的捐款。 描述执行 (20% 的选票) 我们做了一个广告，展示了来自巴西女队的三名不同球员。首先，我们为从未在广告中使用过它们而道歉，尽管使用过男性玩家，然后邀请品牌效仿我们的榜样。之后，我们在Instagram上创建了一个图像银行。在那里，品牌可以找到我们广告中针对不同产品的明星。这种挑衅性的交流语气旨在让人们开始要求更多的女孩投放更多的广告。这就是他们所做的。 列出结果 (30% 的选票) 到目前为止，已有10多个大品牌从我们的图像银行购买了20多张图片，为玩家和非政府组织筹集了超过40万雷亚尔的资金。这些广告被巴西女运动员和体育媒体大量发布。最重要的是，这场运动开始流行起来，品牌开始做出回应，雇佣其他女性球员出演他们的广告-6届世界最佳球员玛尔塔，她与巴西最大的啤酒品牌签署了一项协议。
Your Logo Here
案例简介：Why is this work relevant for Direct? Guaraná Antarctica didn’t find that making an ad with the female athletes was enough. So the brand started a direct response campaign challenging other brands to use them in their commercials and other ad formats. To do so, not only it invited every announcer of the country trough a nation-wide campaign (yes a B2B ad aired for a whole country) , Guaraná also made a whole image bank, with pictures of the athletes for other brands to use in their commercials, and contacted several brands to buy the photos. The price? A donation to an NGO that promotes female football. Background Guaraná has sponsored both of Brazil's national football teams since 2001. Despite having done a number of ads with the male players, the brand had never highlighted the women's team in its campaigns. A clear symptom of the inequality in investments in the sport in Brazil – a country that's supposed to be the land of football. Since the Brazilian team will be playing the FIFA Women's World Cup in 2019, the brand decided to finally create an ad with the women's team, even though this is one of the worst years yet for the Brazilian squad, coming off 9 consecutive losses. After all, women's football deserves more publicity. Describe the creative idea (30% of vote) In this dire scenario, just creating an ad wouldn’t be enough to bring about real change. So Guaraná started a movement to empower women’s football. To do that, the brand had to develop something entirely different. Instead of ads aimed at the final consumer, it worked up an ad that, while it was aired in the mass media, really targeted brands and marketing executives. The ad invited more brands to make ads with the stars of the Brazilian women’s squad. After all, it’s a World Cup year, and for the men’s World Cup, dozens of brands had come up with major campaigns featuring the male players. Describe the strategy (20% of vote) Despite sponsoring the Brazilian Football Confederation, which includes both men’s and women’s teams, Guaraná Antarctica had never done a single ad, not even a post, about the female stars. So we couldn’t just start making ads. First, we had to apologize for our neglect of them. Only then could we start encouraging brands to feature the women’s national team in ads and help promote the sport. Even a simple invitation seemed like too little, so we decided to make it easier for brands to use the athletes by creating a whole image bank with the women’s team posing for generic products. Any brand could buy an image from the bank via a simple payment: a fee for the athletes and a donation to an NGO that promotes women’s football. Describe the execution (20% of vote) We made an ad featuring three different players from the Brazilian women’s team. First we apologized for never having used them in advertising, despite having used male players, and then invited brands to follow our example. After that, we created an image bank on our Instagram. There, brands could find the stars of our ad posing for different products. The provocative tone of the communication was designed to make people start demanding more ads with more girls. And that’s just what they did. List the results (30% of vote) More than 10 big brands have bought over 20 pictures from our image bank so far, raising more than R$400K for the players and the NGO. The commercials were heavily posted by Brazilian female athletes and the sports media. Most importantly of all, the movement caught on and brands started to respond by hiring other female players to star in their ads –6-time best player in the world Marta, who signed a deal with Brazil’s biggest beer brand.
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基本信息
- 广告战役： #Ambev-影视-0d53#
- 广告品牌： Ambev
- 发布日期： 2000
- 行业领域： 饮品/饮料/冲饮 , 饮食/特产
- 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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