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街上的房子
案例简介：简要解释 挑战是这样的: 人们走过无家可归的人，他们睡在街上。他们不会三思而后行。所以，如果街上受苦、生病和孤独的人不能让人们关心，广告会怎么样？ 描述客户的简报 提高屋顶是一个致力于在加拿大提高无家可归者意识的组织。简短的是让人们停下来思考他们每天走过的无家可归的人。如果我们能让人们理解为什么人类最终会在街上，我们可以让他们支持这项事业，并改变他们对不幸的人的行为。 设计过程 我们需要做一些能让人们停下来的事情。我们在繁忙街道的小巷里建了一座纸板房子。(纸板是许多无家可归者在街上用作避难所的材料)。房子把人们拉进来，然后用互动的方式教育他们，并迫使他们以他们以前从未有过的方式思考无家可归问题。我们希望人们体验无家可归。 结果 两天来，成千上万的人参观了房子。由于新闻报道，媒体留下了数百万的印象。作为为期一年的活动的一部分，街道之家激励了 100,255 多人采取行动 (捐钱、时间、朋友)。超过目标 35,000。
街上的房子
案例简介：Brief Explanation The challenge was this: People walk past homeless people sleeping and living on the street. They don't think twice. So if suffering and sick and alone people on the street can't make people care, how is an ad going to? Describe the brief from the client Raising the Roof is an organization focused on creating homeless awareness in Canada. The brief was to get people to stop and think about the homeless people they walk past everyday. If we could get people to understand why humans end up on the street, we could get them to support the cause and change their behaviour towards the less fortunate. Design Process We needed to do something that would literally make people stop. We built a cardboard house in alleyways by a busy street. (Cardboard being the material many homeless people use as shelter on the street). The house pulled people in then educated them in interactive ways and forced them to think about homelessness in ways they never did before. We wanted people to experience homelessness. Results Over two days thousands toured the house. Millions of media impressions were made thanks to news coverage. And, as part of a year long campaign, The Street House inspired over 100,255 people to act (donate money, time, friend the cause). 35,000 over the goal.
THE STREET HOUSE
案例简介：简要解释 挑战是这样的: 人们走过无家可归的人，他们睡在街上。他们不会三思而后行。所以，如果街上受苦、生病和孤独的人不能让人们关心，广告会怎么样？ 描述客户的简报 提高屋顶是一个致力于在加拿大提高无家可归者意识的组织。简短的是让人们停下来思考他们每天走过的无家可归的人。如果我们能让人们理解为什么人类最终会在街上，我们可以让他们支持这项事业，并改变他们对不幸的人的行为。 设计过程 我们需要做一些能让人们停下来的事情。我们在繁忙街道的小巷里建了一座纸板房子。(纸板是许多无家可归者在街上用作避难所的材料)。房子把人们拉进来，然后用互动的方式教育他们，并迫使他们以他们以前从未有过的方式思考无家可归问题。我们希望人们体验无家可归。 结果 两天来，成千上万的人参观了房子。由于新闻报道，媒体留下了数百万的印象。作为为期一年的活动的一部分，街道之家激励了 100,255 多人采取行动 (捐钱、时间、朋友)。超过目标 35,000。
THE STREET HOUSE
案例简介：Brief Explanation The challenge was this: People walk past homeless people sleeping and living on the street. They don't think twice. So if suffering and sick and alone people on the street can't make people care, how is an ad going to? Describe the brief from the client Raising the Roof is an organization focused on creating homeless awareness in Canada. The brief was to get people to stop and think about the homeless people they walk past everyday. If we could get people to understand why humans end up on the street, we could get them to support the cause and change their behaviour towards the less fortunate. Design Process We needed to do something that would literally make people stop. We built a cardboard house in alleyways by a busy street. (Cardboard being the material many homeless people use as shelter on the street). The house pulled people in then educated them in interactive ways and forced them to think about homelessness in ways they never did before. We wanted people to experience homelessness. Results Over two days thousands toured the house. Millions of media impressions were made thanks to news coverage. And, as part of a year long campaign, The Street House inspired over 100,255 people to act (donate money, time, friend the cause). 35,000 over the goal.
街上的房子
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THE STREET HOUSE
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基本信息
- 广告战役： #Raising the Roof-推广与活动-ce011#
- 广告品牌： Raising The Roof
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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