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        AD D

        案例简介：结果 通过我们的想法，我们达到了阿联酋人口的 77% (对 75% 的目标)，并通过我们的内容吸引了 27% 的总受众 (对 25% 的目标)。仅在一个月内，我们就见证了这一想法的影响，阿联酋经济的测试成本立即下降,随着人们通过我们的信息和教育的影响来理解走出太阳的重要性，维生素d 测试每年花费阿联酋经济 3900万美元。在发起这项活动的第一个月内，成本减少了 280万美元 (相对于 100万的目标), 为经济节省了很大一部分的年度成本 -- 这对达曼来说是一个月内的重大成就。 执行 在夏季的几个月里，我们在阿联酋的主要社论上制作了一系列印有光致变色墨水的杂志封面，这些社论真的把人们推向了太阳。第一眼看到的变色封面是空白的; 由于对光线敏感，只有当人们走到外面太阳底下时，这些封面才能被阅读。所以，我们邀请人们把他们的杂志封面暴露在阳光下。一个有趣的行动呼吁: “要找出阿联酋估计有 750万人失踪，把这个盖子暴露在阳光下。一旦读者带着杂志走到外面，墨迹揭示了达曼的信息: “维生素d 对健康至关重要。每天在阳光下 20 分钟就能让你保持骨骼和肌肉健康。他们明白，就像在阳光下工作的光致变色覆盖物一样，我们的身体在阳光下获得了所需的维生素d。 相关性 有了这个想法，我们证明了即使是最传统和最传统的媒体 (据说它与数字连接的受众的相关性已经消失了) 也可以非常规使用，并且变得有意义。凭借创新的印刷技术，印刷广告不仅让人们采取行动，还带来了商业成果。以前没有媒体出版物使用过这种有影响力的技术。我们也不能简单地放置内页广告，因为墨水会被吸收。所以，我们选择了领先的商业和生活杂志的封面。由于它独特地使用印刷媒体，这与媒体狮子相关。 概要 我们都需要维生素d 来保持我们的骨骼和肌肉健康。问题是我们没有从我们吃的食物中获得足够的维生素d。但是，谢天谢地，有一个天然的补充: 太阳。然而，在阿联酋这个第六个阳光最充足的国家，平均每天有 10 小时的阳光，估计有 80% 的人口 -- 750万人 -- 缺乏维生素d。考虑到夏季尤其炎热，人们在户外行走令人沮丧，这给我们带来了一些可怕的挑战，因为我们试图让人们走向太阳。我们需要为达曼 (阿联酋领先的健康保险公司) 创造一个吸引注意力、参与和教育的想法, 这将使人们意识到他们不需要进行昂贵和不必要的维生素d 测试; 相反，他们真正需要做的是走出去，在阳光下浸泡。 活动描述 为了提醒阿联酋数百万人，维生素d 缺乏症的解决方案就像多晒一点阳光一样简单，而且是免费的，不需要处方, 我们不想告诉他们。我们想给他们看。利用太阳对我们有利，我们强迫人们走出太阳，从身体上观察变化; 结果,它推动他们进入并在阳光下浸泡几分钟。我们制作了一个印刷广告，通过让阿联酋的主要维生素d 缺乏人群获得一些急需的维生素d走出太阳几分钟，看看在阳光下和暴露在自然阳光下对他们健康的转变影响。把杂志封面变成了维生素d 缺乏的治疗方法。 战略 一个人需要的 90% 的维生素d 可以从太阳中获得。人体皮肤暴露在阳光下是维生素d 最自然、最有效的天然来源。但现实是，它也是阿联酋大多数人最被忽视的维生素d 来源。在漫长的夏天，当人们不太愿意长时间走到阳光下时，情况会变得更加艰难。事实是，每天仅仅 20 分钟的暴露 (在一天中传播) 就足以获得足够的维生素d 来保持一个人的健康。我们需要让人们养成晒太阳的习惯; 给阿联酋人民一些急需的维生素d,通过让他们走出太阳几分钟，看到那段时间的变革影响。

        AD D

        案例简介：Outcome We reached 77% of UAE’s population (vs. the target of 75%) through our idea and engaged 27% of the total audience reached (vs. the target of 25%) through our content.In just one month, we witnessed the impact of the idea with an instant drop in costs of tests to the UAE economy, as people understood the importance of stepping out into the sun through the influence of our messaging and education.Vitamin D tests were costing the UAE economy $39 million annually. Within the first month of the launch of this campaign, costs reduced by $2.8 million (vs. the target of 1 million), saving a significant % of the yearly costs for the economy – a significant achievement for Daman in just one month. Execution Over the summer months, we created a series of magazine covers with photochromic ink across UAE’s leading editorials that literally moved people out into the sun. The photochromic-inked covers at first glance were blank; being light sensitive, these covers could only be read once people stepped outside into the sun. So, we invited people to actually expose their magazine covers to sunlight. with an intriguing call to action: “To find out what an estimated 7.5 million people in the UAE are missing, expose this cover to sunlight.” Once the readers stepped outside with the magazines, the ink revealed Daman’s message: “Vitamin D is essential for good health. Just 20 minutes every day in the sun gives you all you need to keep your bones and muscles healthy.” And they understood that like the photochromic covers worked under exposure of sun, our bodies got the Vitamin D needed when in sunlight. Relevancy With this idea, we proved that even the most traditional and conventional medium (one is said to have faded away in its relevance to digitally-connected audiences) can be used unconventionally and made meaningful. With the innovative printing technology, the print ad not only made people act, it delivered on business results too.No mass media publication used this impactful technique before. We also couldn’t simply place an inside page ad as the ink would be absorbed. So, we went for the front cover of leading business and lifestyle magazines.As it uses print media distinctively, it's relevant for Media Lions. Synopsis We all need Vitamin D to keep our bones and muscles healthy. Trouble is we don’t get enough Vitamin D from the foods we eat. But, thankfully there’s a natural supplement: THE SUN. Yet, in the UAE, the 6th sunniest country, with an average of 10 hours of bright sunshine a day, an estimated 80% of the population - 7.5 million people - are Vitamin D-deficient. Given that the summer months in particular are very hot and discouraging for people stepping outdoor, this posed a somewhat formidable challenge as we sought to get people to step out into the sun. We needed to create an attention-earning, engaging and educational idea for Daman (UAE's leading health insurer), that would make people realize that they didn’t need to go for expensive and unnecessary Vitamin D tests; instead what they really needed to do was to step out and soak in the sun. CampaignDescription To remind millions across the UAE that the solution to Vitamin D-deficiency was as simple as getting a little more sunshine and that it’s free and didn’t need a prescription, we didn’t want to tell them. We wanted to show them. Using the sun to our advantage, we compelled people to step out in the sun to physically view the change; as a result, it pushed them to step into and soak in the sunlight for a few minutes.We created a print ad that gave a primarily Vitamin D-deficient population across the UAE some much needed Vitamin D, by getting them to step out into the sun for a few minutes and see the transformational impact that time in the sun and exposure to natural sunlight can have on their health.And turned magazine covers into a treatment for Vitamin D deficiency. Strategy 90% of the Vitamin D that one needs can be obtained from the sun. The exposure of the human skin to sunlight is the most natural and most effective natural source of Vitamin D. But the reality is that it is also the most neglected source of Vitamin D across most people in the UAE. And it just gets tougher during the long summer when people aren’t really receptive to stepping out into the sun for long. The truth is just 20 minutes of exposure a day (spread over the course of a day) is enough to get enough Vitamin D to keep one healthy.We needed to get people to EMBRACE THE HABIT OF STEPPING OUT INTO THE SUN; giving people across UAE some much needed Vitamin D, by getting them to step out into the sun for a few minutes and SEE THE TRANSFORMATIONAL IMPACT of that time.

        AD D

        案例简介：结果 通过我们的想法，我们达到了阿联酋人口的 77% (对 75% 的目标)，并通过我们的内容吸引了 27% 的总受众 (对 25% 的目标)。仅在一个月内，我们就见证了这一想法的影响，阿联酋经济的测试成本立即下降,随着人们通过我们的信息和教育的影响来理解走出太阳的重要性，维生素d 测试每年花费阿联酋经济 3900万美元。在发起这项活动的第一个月内，成本减少了 280万美元 (相对于 100万的目标), 为经济节省了很大一部分的年度成本 -- 这对达曼来说是一个月内的重大成就。 执行 在夏季的几个月里，我们在阿联酋的主要社论上制作了一系列印有光致变色墨水的杂志封面，这些社论真的把人们推向了太阳。第一眼看到的变色封面是空白的; 由于对光线敏感，只有当人们走到外面太阳底下时，这些封面才能被阅读。所以，我们邀请人们把他们的杂志封面暴露在阳光下。一个有趣的行动呼吁: “要找出阿联酋估计有 750万人失踪，把这个盖子暴露在阳光下。一旦读者带着杂志走到外面，墨迹揭示了达曼的信息: “维生素d 对健康至关重要。每天在阳光下 20 分钟就能让你保持骨骼和肌肉健康。他们明白，就像在阳光下工作的光致变色覆盖物一样，我们的身体在阳光下获得了所需的维生素d。 相关性 有了这个想法，我们证明了即使是最传统和最传统的媒体 (据说它与数字连接的受众的相关性已经消失了) 也可以非常规使用，并且变得有意义。凭借创新的印刷技术，印刷广告不仅让人们采取行动，还带来了商业成果。以前没有媒体出版物使用过这种有影响力的技术。我们也不能简单地放置内页广告，因为墨水会被吸收。所以，我们选择了领先的商业和生活杂志的封面。由于它独特地使用印刷媒体，这与媒体狮子相关。 概要 我们都需要维生素d 来保持我们的骨骼和肌肉健康。问题是我们没有从我们吃的食物中获得足够的维生素d。但是，谢天谢地，有一个天然的补充: 太阳。然而，在阿联酋这个第六个阳光最充足的国家，平均每天有 10 小时的阳光，估计有 80% 的人口 -- 750万人 -- 缺乏维生素d。考虑到夏季尤其炎热，人们在户外行走令人沮丧，这给我们带来了一些可怕的挑战，因为我们试图让人们走向太阳。我们需要为达曼 (阿联酋领先的健康保险公司) 创造一个吸引注意力、参与和教育的想法, 这将使人们意识到他们不需要进行昂贵和不必要的维生素d 测试; 相反，他们真正需要做的是走出去，在阳光下浸泡。 活动描述 为了提醒阿联酋数百万人，维生素d 缺乏症的解决方案就像多晒一点阳光一样简单，而且是免费的，不需要处方, 我们不想告诉他们。我们想给他们看。利用太阳对我们有利，我们强迫人们走出太阳，从身体上观察变化; 结果,它推动他们进入并在阳光下浸泡几分钟。我们制作了一个印刷广告，通过让阿联酋的主要维生素d 缺乏人群获得一些急需的维生素d走出太阳几分钟，看看在阳光下和暴露在自然阳光下对他们健康的转变影响。把杂志封面变成了维生素d 缺乏的治疗方法。 战略 一个人需要的 90% 的维生素d 可以从太阳中获得。人体皮肤暴露在阳光下是维生素d 最自然、最有效的天然来源。但现实是，它也是阿联酋大多数人最被忽视的维生素d 来源。在漫长的夏天，当人们不太愿意长时间走到阳光下时，情况会变得更加艰难。事实是，每天仅仅 20 分钟的暴露 (在一天中传播) 就足以获得足够的维生素d 来保持一个人的健康。我们需要让人们养成晒太阳的习惯; 给阿联酋人民一些急需的维生素d,通过让他们走出太阳几分钟，看到那段时间的变革影响。

        AD D

        案例简介：Outcome We reached 77% of UAE’s population (vs. the target of 75%) through our idea and engaged 27% of the total audience reached (vs. the target of 25%) through our content.In just one month, we witnessed the impact of the idea with an instant drop in costs of tests to the UAE economy, as people understood the importance of stepping out into the sun through the influence of our messaging and education.Vitamin D tests were costing the UAE economy $39 million annually. Within the first month of the launch of this campaign, costs reduced by $2.8 million (vs. the target of 1 million), saving a significant % of the yearly costs for the economy – a significant achievement for Daman in just one month. Execution Over the summer months, we created a series of magazine covers with photochromic ink across UAE’s leading editorials that literally moved people out into the sun. The photochromic-inked covers at first glance were blank; being light sensitive, these covers could only be read once people stepped outside into the sun. So, we invited people to actually expose their magazine covers to sunlight. with an intriguing call to action: “To find out what an estimated 7.5 million people in the UAE are missing, expose this cover to sunlight.” Once the readers stepped outside with the magazines, the ink revealed Daman’s message: “Vitamin D is essential for good health. Just 20 minutes every day in the sun gives you all you need to keep your bones and muscles healthy.” And they understood that like the photochromic covers worked under exposure of sun, our bodies got the Vitamin D needed when in sunlight. Relevancy With this idea, we proved that even the most traditional and conventional medium (one is said to have faded away in its relevance to digitally-connected audiences) can be used unconventionally and made meaningful. With the innovative printing technology, the print ad not only made people act, it delivered on business results too.No mass media publication used this impactful technique before. We also couldn’t simply place an inside page ad as the ink would be absorbed. So, we went for the front cover of leading business and lifestyle magazines.As it uses print media distinctively, it's relevant for Media Lions. Synopsis We all need Vitamin D to keep our bones and muscles healthy. Trouble is we don’t get enough Vitamin D from the foods we eat. But, thankfully there’s a natural supplement: THE SUN. Yet, in the UAE, the 6th sunniest country, with an average of 10 hours of bright sunshine a day, an estimated 80% of the population - 7.5 million people - are Vitamin D-deficient. Given that the summer months in particular are very hot and discouraging for people stepping outdoor, this posed a somewhat formidable challenge as we sought to get people to step out into the sun. We needed to create an attention-earning, engaging and educational idea for Daman (UAE's leading health insurer), that would make people realize that they didn’t need to go for expensive and unnecessary Vitamin D tests; instead what they really needed to do was to step out and soak in the sun. CampaignDescription To remind millions across the UAE that the solution to Vitamin D-deficiency was as simple as getting a little more sunshine and that it’s free and didn’t need a prescription, we didn’t want to tell them. We wanted to show them. Using the sun to our advantage, we compelled people to step out in the sun to physically view the change; as a result, it pushed them to step into and soak in the sunlight for a few minutes.We created a print ad that gave a primarily Vitamin D-deficient population across the UAE some much needed Vitamin D, by getting them to step out into the sun for a few minutes and see the transformational impact that time in the sun and exposure to natural sunlight can have on their health.And turned magazine covers into a treatment for Vitamin D deficiency. Strategy 90% of the Vitamin D that one needs can be obtained from the sun. The exposure of the human skin to sunlight is the most natural and most effective natural source of Vitamin D. But the reality is that it is also the most neglected source of Vitamin D across most people in the UAE. And it just gets tougher during the long summer when people aren’t really receptive to stepping out into the sun for long. The truth is just 20 minutes of exposure a day (spread over the course of a day) is enough to get enough Vitamin D to keep one healthy.We needed to get people to EMBRACE THE HABIT OF STEPPING OUT INTO THE SUN; giving people across UAE some much needed Vitamin D, by getting them to step out into the sun for a few minutes and SEE THE TRANSFORMATIONAL IMPACT of that time.

        AD D

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        AD D

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