Still Life|短视频|广告营销案例【ADGuider广告指南】

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静物

案例简介：活动描述这个想法是用一个 ALS 患者作为静物绘画的模型，来说明他的疾病的残酷。“静物” 通常指作为艺术主题的无生命物体。这个想法很简单，具有讽刺意味，令人心碎，一个只有眼球运动能力的 ALS 患者, 称自己为 “静物”，并将自己公开作为艺术的典范。这是 ALS 患者可以积极和身体参与的事情，尽管他们的情况。这个视频作为一个在线项目尤其有意义，因为对于已经失去移动能力的 ALS 患者来说，通过眼动操作的电脑是他们与世界保持联系的唯一手段。通过对比，运动图像也是一种有效的方式来强调 ALS 强加给患者的不动和静止。结果日本国家电视频道也为其纪录片电视节目报道了这项活动，多种媒体和展览空间提供了免费展示艺术品的空间。官方的 END ALS t恤的销量比上个月翻了一番。最终产生了价值 400万美元的盈利媒体，并继续增加。户外视觉被免费用于放映这部电影。看到这部在线电影，4 名不同的 ALS 患者强烈同情这一原因，并自愿成为静物模型。到目前为止，今年将有 2 名 ALS 患者参加模型。收集的艺术品可以在 END ALS 网站的画廊上观看 https://end-als.com/#still 执行患有 ALS 的 Hiro 在社交媒体上打电话给人们，要求他们把他画成一个静物的主题。活动发生在丸之内的一个画廊空间，丸之内是东京最繁忙的地方之一，人流量很大。参与者和路人看到他的情况，不得不考虑一种他们不熟悉的疾病和病人必须忍受的折磨。看到 Hiro 引起了很多关注。各级艺术家前来参与，完成的作品覆盖了画廊的墙壁，有助于吸引更多的关注和兴趣。该事件被记录为电影，并于 6月21日世界 ALS 日发布在网上。这部电影还被提供给东京原宿和新宿区的户外景观。概要严重残疾的人往往会退出社会，逃避公众的关注，尤其是在日本，那里的羞耻感强烈地植根于文化中。我们的目标是传达 ALS 是一种疾病，它剥夺了一个人的移动能力，而不显得迂腐，但有很大的影响。结束 ALS 协会的创始人 Hiro Fujita，也是一名目前只能动眼的 ALS 患者，故意把自己作为一个模特展示出来，以说明这种疾病的残酷。战略利用这样一个事实，在日本，残疾人倾向于向公众隐瞒自己，以免受到深深植根于日本文化的强烈羞耻感，Hiro, 一名 ALS 患者目前只能进行眼动,决定有意展示自己，以阐明疾病的残酷，并激起人们的思考。我们让 Hiro 出现在东京的一个开放画廊空间，在那里，不仅参观画廊的游客，路人也可以清楚地看到他的状况。这是一种震惊日本观众并有力吸引他们注意力的方式。

静物

案例简介：CampaignDescription The idea is to use an ALS patient as a model for still-life painting, to illuminate the cruelty of his disease. “Still life” usually refers to an inanimate object used as a subject of art. The idea is simple, ironic, and heartbreaking, that an ALS patient, who is only capable of eye movement, calls himself a "still-life" and puts himself out in public as a model for art. It was something ALS patients can actively and physically participate despite their condition. The video is especially meaningful as an online project, because, for ALS patients that have lost their ability to move, a computer operated by eye movement is their only means of remaining connected with the world. A moving image is also an effective way to accentuate, through contrast, the immobility and stillness that ALS forces upon its sufferers. Outcome The event was also covered by Japan’s national TV channel for its documentary TV program, and multiple media and exhibition spaces offered the use of their space for free to display the artworks. The sale of the official END ALS T-shirt doubled compared to the previous month. In the end, a total of $4 million worth of earned media was generated and continues to increase. Outdoor Visions were given to be used for free to show the film. Seeing the online film, 4 different ALS patients strongly empathized with the cause and volunteered to become still-life models. So far, 2 more ALS patients are scheduled to model this year. The collected artworks can be views on the END ALS website's gallery https://end-als.com/#still Execution Hiro, who suffers from ALS, called out to people on social media asking them to come draw/paint him as a subject for a still life. The event took place at a gallery space in Marunouchi, one of the busiest places in Tokyo with heavy people traffic. Participants and passersby that saw him in his condition were compelled to think about a disease they hadn’t been familiar with and the ordeal that patients had to endure. The sight of Hiro drew much attention. Artists of all levels came to participate and the finished works covered the walls of the gallery, helping to attract more attention and interest. The event was documented as a film and was posted online on June 21st, the World ALS Day. Also the film has been offered to show on outdoor visions in Harajuku and Shinjuku district of Tokyo. Synopsis People who are heavily disabled tends to be withdrawn from society and avoid public attention,especially in Japan where the sense of shame is strongly embedded in the culture.Our object was to communicate that ALS is a disease that takes away one’s ability to move, without seeming pedantic, but with much impact. Hiro Fujita, the founder of The END ALS Association, and an ALS patient currently only capable of eye movement, intentionally put himself on display as a model, to illuminate the cruelty of the disease. Strategy Taking advantage of the fact that, in Japan, people with disabilities tended to hide themselves from the public from a strong sense of shame that is deeply embedded in Japanese culture, Hiro, an ALS patient currently only capable of eye movement, decided to intentionally put himself on display to illuminate the cruelty of the disease and to provoke people into thinking. We had Hiro appear at an open gallery space in Tokyo, where not only visitors to the gallery, but passersby could clearly see his condition. This was a way to shock the Japanese audience and powerfully engage their attention.