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案例简介：描述客户的简报: 让自拍变得无私。 当台风海燕袭击菲律宾时，这场破坏与世界上所看到的一切都不同。 每个人都想帮忙。但他们不知道怎么做。 我们需要以一种普遍、廉价和快速的方式告诉人们。 创意执行: 从一张照片开始，我们展示了自拍是如何变得无私的。 用一张纸遮住脸的简单行为在想帮忙的人中间引起了特别的共鸣。 手写的捐赠网址为致力于帮助台风海燕幸存者的慈善机构提供了真实和大量的捐赠。 全球新闻报道增加了捐赠努力的覆盖面和曝光率。 美国国务卿约翰 · 克里 (John Kerry) 等备受瞩目的支持者也增加了捐赠和意识。 未自拍。最简单的自拍方式是无私的。 简短/目标的创造性解决方案: 自拍在菲律宾比任何其他国家都受欢迎。 但是悲剧发生后，他们很快被认为是不合适的。 所以我们寻找一种方法来自拍，无私。 通过张贴一张你自己的照片 -- 你的脸被一张显示捐赠网址的纸覆盖。 结果: # 不自拍: 社交媒体现象: 在第一次出现的几天内，# unselfie 很快被在线媒体发现。 从广告时代这样的贸易媒体开始，并迅速传播到全球新闻媒体，如 CNN 、 BBC 、 NPR 、 Cosmopolitan 和赫芬顿邮报。 它被美国国务卿约翰 · 克里等领导人接受。 Mashable.com 将 # unselfie 作为 “下一个大事件” 在短短三周内收集 1.31亿个印象。 成千上万的用户在 # unselfie 旗帜下发布了大量捐赠给联合国儿童基金会、红十字会和无数其他慈善机构的消息。
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案例简介：Describe the brief from the client: MAKING THE SELFIE UNSELFISH. When Typhoon Haiyan struck the Philippines, the devastation was unlike anything the world had seen. Everyone wanted to help. But they didn't know how. We needed to tell people in a way that was pervasive, cheap and fast. Creative Execution: Starting with just one profile picture we demonstrated how the selfie could become unselfish. The simple act of covering your face with a piece of paper struck a particular chord among people wanting to help. And the hand-written donation URLs generated real and substantial donations to charities working to aid the survivors of Typhoon Haiyan. Global news coverage increased the reach and exposure of the donation effort. And high profile endorsers such as US Secretary of State John Kerry led to increased donations and awareness. The unselfie. The simplest way to turn the selfie unselfish. Creative Solution to the Brief/Objective: Selfies are more popular in the Philippines than any other country. But after the tragedy, they were quickly seen as inappropriate. So we looked for a way to make a selfie, unselfish. By posting a picture of yourself -- with your face covered by a paper showing a donation URL. Results: #UNSELFIE: A SOCIAL MEDIA PHENOMENON: Within days of first appearance, the #unselfie was quickly picked up by online media. Starting with trade press like Ad Age, and quickly spreading to global news outlets like CNN, BBC, NPR, Cosmopolitan and the Huffington Post. It was taken up by leaders such as US Secretary of State John Kerry. Mashable.com featured the #unselfie as 'the next big thing' Gathering 131 million impressions in just three weeks. Thousands of users posted news of substantial donations to Unicef, the Red Cross and countless other charities under the #unselfie banner.
UNSELFIE
案例简介：描述客户的简报: 让自拍变得无私。 当台风海燕袭击菲律宾时，这场破坏与世界上所看到的一切都不同。 每个人都想帮忙。但他们不知道怎么做。 我们需要以一种普遍、廉价和快速的方式告诉人们。 创意执行: 从一张照片开始，我们展示了自拍是如何变得无私的。 用一张纸遮住脸的简单行为在想帮忙的人中间引起了特别的共鸣。 手写的捐赠网址为致力于帮助台风海燕幸存者的慈善机构提供了真实和大量的捐赠。 全球新闻报道增加了捐赠努力的覆盖面和曝光率。 美国国务卿约翰 · 克里 (John Kerry) 等备受瞩目的支持者也增加了捐赠和意识。 未自拍。最简单的自拍方式是无私的。 简短/目标的创造性解决方案: 自拍在菲律宾比任何其他国家都受欢迎。 但是悲剧发生后，他们很快被认为是不合适的。 所以我们寻找一种方法来自拍，无私。 通过张贴一张你自己的照片 -- 你的脸被一张显示捐赠网址的纸覆盖。 结果: # 不自拍: 社交媒体现象: 在第一次出现的几天内，# unselfie 很快被在线媒体发现。 从广告时代这样的贸易媒体开始，并迅速传播到全球新闻媒体，如 CNN 、 BBC 、 NPR 、 Cosmopolitan 和赫芬顿邮报。 它被美国国务卿约翰 · 克里等领导人接受。 Mashable.com 将 # unselfie 作为 “下一个大事件” 在短短三周内收集 1.31亿个印象。 成千上万的用户在 # unselfie 旗帜下发布了大量捐赠给联合国儿童基金会、红十字会和无数其他慈善机构的消息。
UNSELFIE
案例简介：Describe the brief from the client: MAKING THE SELFIE UNSELFISH. When Typhoon Haiyan struck the Philippines, the devastation was unlike anything the world had seen. Everyone wanted to help. But they didn't know how. We needed to tell people in a way that was pervasive, cheap and fast. Creative Execution: Starting with just one profile picture we demonstrated how the selfie could become unselfish. The simple act of covering your face with a piece of paper struck a particular chord among people wanting to help. And the hand-written donation URLs generated real and substantial donations to charities working to aid the survivors of Typhoon Haiyan. Global news coverage increased the reach and exposure of the donation effort. And high profile endorsers such as US Secretary of State John Kerry led to increased donations and awareness. The unselfie. The simplest way to turn the selfie unselfish. Creative Solution to the Brief/Objective: Selfies are more popular in the Philippines than any other country. But after the tragedy, they were quickly seen as inappropriate. So we looked for a way to make a selfie, unselfish. By posting a picture of yourself -- with your face covered by a paper showing a donation URL. Results: #UNSELFIE: A SOCIAL MEDIA PHENOMENON: Within days of first appearance, the #unselfie was quickly picked up by online media. Starting with trade press like Ad Age, and quickly spreading to global news outlets like CNN, BBC, NPR, Cosmopolitan and the Huffington Post. It was taken up by leaders such as US Secretary of State John Kerry. Mashable.com featured the #unselfie as 'the next big thing' Gathering 131 million impressions in just three weeks. Thousands of users posted news of substantial donations to Unicef, the Red Cross and countless other charities under the #unselfie banner.
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UNSELFIE
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