Social Protection|微电影,短视频|广告营销案例【ADGuider广告指南】

社会保护

案例简介：社会保护是政府为保护其公民而制定的一套风险分担政策。这些政策有助于防止人们陷入贫困，并为每个人创造更好的经济增长机会。换句话说，它们是社会安全网。在美国，我们有社会保障、福利、医疗补助和其他项目。问题是，这些计划依靠雇主从人们的薪水中留出资金。当爷爷一生都在一家公司工作时，这很好，但在当今世界-没那么多。人们正在驾驶Uber，在Task Rabbit工作，并在 “零工经济” 中自由职业。没有传统的雇主/雇员关系，为了所有人的更大利益而管理和收集资金是很复杂的。在发展中国家，传统的社会保护制度是根据富裕国家的政策建立的。我们都知道，在非正式工作盛行的第三世界，情况非常不同。随着时间的流逝，很明显，发展中国家需要新的政策来适应那里的工作文化。因此，奇怪的是，发达国家和发展中国家在人们的工作方式方面变得越来越相似。再加上气候变化，技术中断和政治动荡，您突然有了100年的政策，这些政策与当今的运作方式不匹配。这就是为什么世界银行集团敦促各国实现其政策现代化的原因。作为工作室，我们的目标很简单: 制作有关社会保护和风险分担政策的有史以来最好的该死视频。从创造性的方法，我们想做一些令人兴奋和新鲜的事情。在探索了10个左右的概念之后，我们提出了将发达国家与发展中国家进行比较和对比的想法。为了代表发展中国家，我们创建了一辆摩托车拖车，优步司机代表了发达国家。然后，我们想象了一个场景，他们在比赛中躲避政策书籍的下落。我们喜欢这些类型的项目，因为它们需要专注、理解和大量批判性思维。材料很密集，将150页的技术白皮书中的信息提炼成一个简短的视频是很有挑战性的。我们知道这将是一个在帮助一大群人方面发挥作用的机会。如果我们成功地改变了一个国家的政策，我们的工作可能会对成千上万甚至数百万人的生活产生积极影响。这是我们热衷的事情。

社会保护

案例简介：Social protection is a set of risk-sharing policies that governments create to protect their citizens. These policies help prevent people from falling into poverty and create better chances for economic growth for everyone. In other words, they’re social safety nets. In the US, we have Social Security, welfare, Medicaid, and other programs. The problem is, these programs rely on employers to set aside money from people’s paychecks. That worked great when Grandpa worked his entire life at one company, but in today’s world—not so much. People are driving Uber, working at Task Rabbit and freelancing in the “gig economy.” Without a traditional employer/employee relationship, it’s complicated to manage and collect funds for the greater good of all. In the developing world, traditional social protection systems were created based on policies in wealthy countries. We all know things are very different in the third world, where informal work is prevalent. Over time, it became clear that developing countries needed new policies to match the working cultures there. So in a weird twist, developed and developing nations are becoming more alike in terms of how people work. Add in climate change, technological disruption, and political turmoil, and you suddenly have 100-year-old policies that are a mismatch for how things work today. That’s why the World Bank Group is urging countries to modernize their policy. As a studio, our goal was simple: to make the best damn video ever created about social protection and risk-sharing policy. From a creative approach, we wanted to do something exciting and fresh. After exploring 10 or so concepts, we went with the idea of comparing and contrasting the developed world with the developing world. To represent the developing world, we created a moto-trailer, and an Uber driver represents the developed world. We then imagined a scene where they race and dodge policy books falling around. We love these types of projects because they require focus, understanding, and a lot of critical thinking. The material is dense, and it’s challenging to distill the messages from a 150-page technical white paper into a short video. We knew this would be an opportunity to play a role in helping a large group of people. If we’re successful in changing the policy in one country, our work could positively affect the lives of hundreds of thousands, if not millions of people. And that’s something we’re passionate about.