Unequal Childhood Paper-Cutting|海报/平面|广告营销案例【ADGuider广告指南】

不平等的童年剪纸

案例简介：简要说明: 克里斯蒂娜 · 诺布尔儿童基金会 (CNCF) 作为一个慈善组织，决心让香港公众意识到这种不平等，并寻求他们的支持来帮助街头儿童。为了说明这种不平等的信息，我们使用传统的剪纸。传统上，这种模式应该是对称的。但是我们打算让它不对称，一面描绘了一个充满爱的家庭中的孩子，另一面展示了一个虐待环境中的孩子。描述客户的简报: 每个孩子都应该生来平等。但实际上，有些人过着美好的生活，而另一些人没有回家，因此，他们不断遭受暴力虐待和性剥削。描述你是如何到达最终设计的: 为了说明这种不平等的信息，我们使用传统的剪纸。传统上，这种模式应该是对称的。但是我们打算让它不对称，一面描绘了一个充满爱的家庭中的孩子，另一面展示了一个虐待环境中的孩子。甚至标题也是对称的文字游戏。两边的三个汉字完全相同，但顺序相反，所以当你转动单词时，相反的意思会被传达。在我们的例子中，由于不对称设计，传达不平等信息更快。表明市场的结果有多成功: 这张剪纸被插入杂志，伴随着两页的广告，上面有真正的街头儿童故事，讲述了 CNCF 如何帮助他们带来爱、关怀、住宿和教育。整个包装，剪纸插页和广告，互相抓住人们的注意力，最终为基础带来更多的意识和支持。

不平等的童年剪纸

案例简介：Brief Explanation: Christina Noble Children's Foundation (CNCF) as a charity organisation is determined to make HK public aware of this inequality, and seek their support in helping street children. To illustrate this message of inequality, we used traditional paper cut. Traditionally the pattern is supposed to be symmetrical. But we intended to make it asymmetric, with one side depicting a child in a loving family, and the other side showing the child in an abusive environment. Describe the brief from the client: Every child should be born equal. But in reality, some are living a good life while others have no home to go to, and as a result, suffer constantly from violent abuse and sexual exploitation. Description of how you arrived at the final design: To illustrate this message of inequality, we used traditional paper cut. Traditionally the pattern is supposed to be symmetrical. But we intended to make it asymmetric, with one side depicting a child in a loving family, and the other side showing the child in an abusive environment. Even the headline is also a symmetric word play. The three Chinese characters on both sides are exactly the same but in reverse order, so when you turn the words around, the opposite meaning will be conveyed. In our case, conveying the message of inequality is quicker thanks to the asymmetric design. Indication of how successful the outcome was in the market: This piece of paper cut is inserted into magazines, accompanied by 2 pages of advertorial with genuine street children stories about how CNCF helped them in bringing them love, care, accommodation and education. The whole package, paper cutting insert and advertorial, works with each other in grasping people’s attention and eventually bring more awareness and gather support for the foundation.