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见的人
案例简介：Scope 是一个支持残疾人的非营利组织，旨在鼓励人们 “见个人”，而不是残疾人。在 Leo Burnett Melbourne 的这场运动中，摇滚乐队被粗暴地打断，六名成员中有五名残疾人，被选中代表 Scope 的目的。为了实现这个目的，这个想法很简单: 该机构成为乐队发起人，并推出了粗鲁打断的新歌来传播 Scope 的信息。这首辛酸的单曲《闭上我的眼睛》是从乐队的专辑中挑选出来的，艺术品是在音乐行业创作和发行的。因为每一首成功的单曲都是从音乐视频的发布开始的，所以著名的音乐总监 Tov Belling 被招募来帮助乐队制作音乐视频。 贝林的目标是让观众在有机会对谁在演奏做出任何判断之前就开始欣赏这首歌。贝林在音乐视频中实现这一点的方式是用小聚光灯慢慢照亮乐队成员。在观众意识到谁在演奏之前，他们已经在享受这首歌，这消除了评判的可能性，并迫使观众进入不同的心态。 电影剪辑随后在每个澳大利亚音乐频道放映，乐队在通常的视频剪辑内容中脱颖而出。随着视频在全国范围内获得公关和势头，它自然导致了澳大利亚广播电台的商业播出。在 iTunes 上，人们可以下载曲目，每次销售的收益都会达到预期目标。 接下来，一场全国巡演通过直通车、比尔海报和在线音乐网站进行了宣传和推广。乐队继续作为 SCOPE 的倡导者在全国旅行，向成千上万的人传播他们的信息。每次他们上台 -- 他们代表着澳大利亚每一个残疾人…… Scope 非常自豪地宣传。
见的人
案例简介：Scope, a not-for-profit organization that supports people with disabilities, seeks to encourage people to “See the Person” and not the disability. In this campaign from Leo Burnett Melbourne, the rock band, Rudely Interrupted, in which five of the six members live with disabilities, was chosen to represent Scope’s purpose. To bring the purpose to life, the idea was simple: the agency became band promoters and launched Rudely Interrupted’s new song to spread Scope’s message. The poignant single, “Close My Eyes,” was chosen from the band’s album and artwork was created and released in the music industry. Because every successful single starts with the release of a music video, the well-known music director, Tov Belling, was enlisted to help with the band’s music video. Belling’s objective was to get the audience to start enjoying the song before they have the chance to form any kind of judgment about who is playing. The way Belling achieved this in the music video was to slowly illuminate the band members with tiny spotlights. Before the audience can realize who’s playing, they’re already enjoying the song, which removes the possibility of being judgmental and forces the audience into a different frame of mind. The film clip was then screened on every Australian music channel, where the band stood out amongst the usual video clip content. As the video gained national PR and momentum, it naturally led to commercial airplay on radio stations Australia-wide. On iTunes, people could download the track with proceeds from every sale going to Scope. Next, a national tour was advertised and promoted through straight press, bill posters and online music sites. The band continued to travel the country as SCOPE’s advocate-spreading their message to thousands. Every time they take the stage-they are representing every person living with a disability in Australia…something Scope is extremely proud to promote.
See the Person
案例简介：Scope 是一个支持残疾人的非营利组织，旨在鼓励人们 “见个人”，而不是残疾人。在 Leo Burnett Melbourne 的这场运动中，摇滚乐队被粗暴地打断，六名成员中有五名残疾人，被选中代表 Scope 的目的。为了实现这个目的，这个想法很简单: 该机构成为乐队发起人，并推出了粗鲁打断的新歌来传播 Scope 的信息。这首辛酸的单曲《闭上我的眼睛》是从乐队的专辑中挑选出来的，艺术品是在音乐行业创作和发行的。因为每一首成功的单曲都是从音乐视频的发布开始的，所以著名的音乐总监 Tov Belling 被招募来帮助乐队制作音乐视频。 贝林的目标是让观众在有机会对谁在演奏做出任何判断之前就开始欣赏这首歌。贝林在音乐视频中实现这一点的方式是用小聚光灯慢慢照亮乐队成员。在观众意识到谁在演奏之前，他们已经在享受这首歌，这消除了评判的可能性，并迫使观众进入不同的心态。 电影剪辑随后在每个澳大利亚音乐频道放映，乐队在通常的视频剪辑内容中脱颖而出。随着视频在全国范围内获得公关和势头，它自然导致了澳大利亚广播电台的商业播出。在 iTunes 上，人们可以下载曲目，每次销售的收益都会达到预期目标。 接下来，一场全国巡演通过直通车、比尔海报和在线音乐网站进行了宣传和推广。乐队继续作为 SCOPE 的倡导者在全国旅行，向成千上万的人传播他们的信息。每次他们上台 -- 他们代表着澳大利亚每一个残疾人…… Scope 非常自豪地宣传。
See the Person
案例简介：Scope, a not-for-profit organization that supports people with disabilities, seeks to encourage people to “See the Person” and not the disability. In this campaign from Leo Burnett Melbourne, the rock band, Rudely Interrupted, in which five of the six members live with disabilities, was chosen to represent Scope’s purpose. To bring the purpose to life, the idea was simple: the agency became band promoters and launched Rudely Interrupted’s new song to spread Scope’s message. The poignant single, “Close My Eyes,” was chosen from the band’s album and artwork was created and released in the music industry. Because every successful single starts with the release of a music video, the well-known music director, Tov Belling, was enlisted to help with the band’s music video. Belling’s objective was to get the audience to start enjoying the song before they have the chance to form any kind of judgment about who is playing. The way Belling achieved this in the music video was to slowly illuminate the band members with tiny spotlights. Before the audience can realize who’s playing, they’re already enjoying the song, which removes the possibility of being judgmental and forces the audience into a different frame of mind. The film clip was then screened on every Australian music channel, where the band stood out amongst the usual video clip content. As the video gained national PR and momentum, it naturally led to commercial airplay on radio stations Australia-wide. On iTunes, people could download the track with proceeds from every sale going to Scope. Next, a national tour was advertised and promoted through straight press, bill posters and online music sites. The band continued to travel the country as SCOPE’s advocate-spreading their message to thousands. Every time they take the stage-they are representing every person living with a disability in Australia…something Scope is extremely proud to promote.
见的人
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See the Person
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