ReDay: Antidrug social campaign|短视频,活动|广告营销案例【ADGuider广告指南】

ReDay: 禁毒社会运动

案例简介：毒品问题仍然是人类最大的瘟疫。“没有毒品的城市” 基金会花费了他们的使命，不仅打击后果，而且旨在事先预防问题。我们想向年轻的观众讲述毒品问题，但同时找到一种诱人的方式来吸引他们的注意力，这样信息就会深刻地打动他们。一个吸毒者相信他在 “土拨鼠日” 电影场景中的故事 -- 是有趣的主角，但是把 “坏决定” 的想法带回家, 这个互动项目不仅对主要英雄来说结局不佳，而且只能被公众观看一次,强调这样一个事实，就像在现实生活中一样，一个糟糕的错误会让你陷入困境，没有第二次机会。从讲故事的角度来看，我们试图想象一个现代年轻人会做什么，如果他进入一天的循环，被诅咒或被祝福重复一天。主要想法是从 “没有后果” 的角度出发，展示大多数青少年的真实想法: “我与众不同，一次成功不会改变我的生活”。一旦观众做出了使用毒品的第一选择，这位主要英雄就没有办法回来了，他的故事将以他杀死三个人并最终意识到, 他的 “土拨鼠日” 幻想只是药物引起的幻觉。我们希望越多的人在网上犯这个错误，越多的人会对他们的决定的后果考虑两次。毕竟，生活就像我们的项目一样，不会给他们第二次机会。

ReDay: 禁毒社会运动

案例简介：Drug problem is still the biggest humanity’s plague. "City Without Drugs" foundation expends their mission to not only fight the consequences, but aiming to prevent the problem beforehand. We wanted to speak to a younger audience about the drug problem, but in the same time find an enticing way to hold their attention, so the message would strike them profoundly. The story of a drug addict believing he is in a "groundhog day" movie scenario - was the entertaining lead, but to bring the idea of “bad desicions” home, the interactive project did not only end badly for the main hero, but could only be viewed once by the public, to underline the fact that, just like in real life, one bad mistake can lead you to a dire end, with no second chances. rom the storytelling point of view we tried to imagine what a modern young man would do, if he got into one day loop, cursed or blessed to repeat one day over and over. The main idea was to play out the “no consequences” angle, showing what most of teenagers really think: “I’m different, one hit will not change my life”. As soon as the viewer made the first choice to use the drugs, there was no way back for the main hero, his story would end with him killing three people and eventually realizing, that he’s “groundhog day” fantasy is just a drug induced hallucination. We hope that the more people make this mistake online, the more people will think at least twice of the consequences of their decisions. After all, life, like our project, will not give them a second chance.