Look How Far We've Come|海报/平面|广告营销案例【ADGuider广告指南】

看我们走了多远

案例简介：MediaSpend 在这部电影中，最终透露我们配乐的歌手是亚历克西斯，6 年前参与了鸽子自尊项目的 3 名自信的年轻女性之一。“看我走了多远” 是为她写的，她曾经是一个破碎的年轻女孩，现在是一个自信的年轻女性和有抱负的爵士歌手。虽然 “看我走了多远” 的歌词对亚历克西斯和她所完成的一切都有深远的意义，但它们对鸽子自尊项目也有深远的意义, 这对这么多女孩的生活产生了积极影响。Alexis 强大的 acapella 性能不仅帮助推动了超过 400万次视频观看，它也是 Sound Cloud 上表现最好的版本，在那里它获得了近 23,000 次播放。 EntrySummary 10 多年来，Dove 一直在不知疲倦地创建项目，帮助 200万多名女孩建立自尊，并计数。事实上，鸽子自尊运动早在任何其他品牌之前就开始培养女孩的自尊。在过去的几年里，许多品牌已经跳上了自尊的潮流，这曾经是鸽子独有的。消费者准备让鸽子以其他人无法做到的方式重申我们的自尊、领导力/至高无上。因此，我们展示了三位真正有成就的年轻女性已经走了多远，她们的早期成功受到了鸽子自尊项目的影响。在其他品牌的海洋中，他们的大、闪亮、大力推广的广告谈论女孩的自尊, 我们的电影将提供活生生的证据，证明鸽子自尊项目不仅仅是一个广告 -- 它实际上正在改变生活。简要解释这部电影回顾了三个年轻、自信的女性，她们多年前参加了鸽子自尊项目，当时她们是不安全的小女孩。这部电影庆祝了这些女孩在我们的帮助下已经走了多远。首先，我们看到一张 12 年前的女孩的照片，害羞地藏在她的眼镜后面。几秒钟后，女孩自信的老年自我神奇地进入照片。Alexa 现在是一名爱戴眼镜的记者。接下来，我们在一个舞蹈工作室看到了九年前身体有意识的女孩的照片。几秒钟后，她自信的老年自我神奇地跳进照片。我们发现拉奎尔也能够克服她的自尊问题。最后，我们看到一张六年前亚历克西斯的照片，当时她的信心被摧毁了。几秒钟后，我们揭示了亚历克西斯的老自我，现在是一名爵士歌手，一直自信地演唱贯穿电影的歌曲。

看我们走了多远

案例简介：MediaSpend In the film, it is eventually revealed that the singer of our soundtrack is Alexis, one of the 3 confident young women who participated in the Dove Self-Esteem project 6 years ago. “Look How Far I’ve Come” was written for her, once a shattered young girl and now a confident young woman and aspiring jazz singer. While the lyrics of “Look How Far I’ve Come” have profound meaning for Alexis and all that she has accomplished, they also have profound meaning for the Dove Self-Esteem Project, which has positively affected the lives of so many girls. Not only did Alexis’ powerful acapella performance help drive over 4 million video views, it was also a top performing release on Sound Cloud, where it received almost 23,000 plays. EntrySummary For over 10 years, Dove has been tirelessly creating programs to help build the self-esteem of more than two million girls, and counting. In fact, the Dove Self-Esteem movement started nurturing the self-esteem of girls long before any other brand. Over the last few years, many brands have been jumping onto the self-esteem bandwagon that was once exclusive to Dove. Consumers were primed for Dove to reassert our self-esteem leadership/supremacy in a way that no one else could. So we did, by demonstrating how far three real and accomplished young women, whose early successes were influenced by the efforts of the Dove Self-Esteem Project, had come. In a sea of other brands, with their big, shiny, heavily-promoted ads talking about girls’ self-esteem, our film would provide living proof that the Dove Self-Esteem Project is not just an ad– It’s actually changing lives. BriefExplanation This film revisits three young, confident women who participated in Dove self-esteem programs many years ago, when they were insecure little girls. The film celebrates how far these girls have come, with our help. First, we see a photo of a girl from 12 years ago, sheepishly hiding behind her glasses. Seconds later, the girl’s confident older self magically enters the photo. Alexa is now a journalist who loves her glasses. Next we see a photo of body-conscious girl from nine years ago, in a dance studio. Seconds later, her confident older self magically dances into the photo. We discover that Raquel too was able to overcome her self-esteem issues. Finally, we see a photo of Alexis from six years ago, when her confidence was shattered. Seconds later, we reveal Alexis’ older self, now a jazz singer, has been confidently singing the song that plays throughout the film.