Truck Art Childfinder|海报/平面|广告营销案例【ADGuider广告指南】

卡车艺术Childfinder

案例简介：为什么这项工作与媒体有关？为了找到失踪儿童，我们结合了相关的当地艺术风格，高效和战略性的媒体设备以及直接响应机制。背景每年，巴基斯坦有3000多名儿童失踪，其中许多人被绑架并迅速贩运到该国各地，遭受虐待和残害的案件数不胜数。帮助儿童康复的机制很少，包括提高认识的传统媒体没有渗透到偏远地区。 Roshni Helpline是一个非政府组织，致力于找回失踪儿童并使他们与家人团聚。作为非营利组织，Roshni需要一种独特的沟通策略来帮助他们完成任务。Berger Paints还具有通过相关使用其产品为社会公益做出贡献的愿景。我们的简介是提出一个特殊的想法，不仅可以直接与观众联系，以提高对失踪儿童的认识，而且还可以直接帮助他们康复。描述创意/见解 (投票30%) “卡车艺术” 是在巴基斯坦发现的一种独特的艺术形式: 在全国各地旅行的运输和货物卡车通常都涂有精美的花卉图案，动物，图标，肖像和书法。这些精美的艺术作品通常包括著名人物的肖像-演员，运动员，军事首领，政客 (我们甚至发现了贾斯汀·特鲁多卡车)。卡车车主和司机经常相互竞争，以制造最华丽的卡车，因为它推动了业务。这是一个独特的巴基斯坦文化标志: 深受喜爱和追随。这是我们使用的独特平台: 代替著名人物，我们以卡车艺术的风格在这些卡车上绘制了失踪儿童的肖像，并带有热线电话号码。我们与当地的卡车艺术家和区域货运公司合作，以确保艺术不仅看起来真实，而且会得到适当的传播。描述策略 (投票20%) 在巴基斯坦解决绑架儿童案件最棘手的问题是，儿童往往很快就被从原来的位置移走，因此在一个几乎没有基础设施来寻找失踪人员的大国，几乎不可能找到他们。为了解决这个问题，我们知道我们需要一种非固定和移动的设备: 在一个位置丢失的儿童海报不会像在全国传播的信息那样有帮助。这必须是一场运动，在这场运动中，每次处决都将以最低预算与全国数千人联系起来，同时不仅提高了更多观众对绑架儿童的认识，而且还提供了一种通过直接反应找到失踪儿童的手段。在业务战略层面上，激活与使用油漆带来积极变化的品牌愿景完美契合。描述执行情况 (投票20%) 我们与一位著名的艺术家合作，这位艺术家又与当地的 “卡车艺术家” 合作，这些画家专门研究在卡车上进行插图的独特技巧。艺术家使用Berger paints提供的油漆，复制了失踪儿童的最后一张照片，并在这些卡车的后背上画像，求助热线号码和有关儿童的信息。选择卡车是为了确保从儿童失踪的原始地点开始，路线将覆盖所有可能的方向; 车辆驶过城市和农村地区。我们从第一批20辆卡车开始，并绘制了最近报道的案件的肖像。该活动计划在未来六个月内为总共100辆卡车涂漆。列出结果 (投票30%) 仅在最初的4周内，由于呼叫者注意到卡车并在电话中提及，三个孩子已经康复并与父母团聚。在这4周内，求助热线收到了来自巴基斯坦各地39个不同城市的1,015个电话，其中104个是失踪儿童的可靠线索。卡车几乎覆盖了巴基斯坦的所有地区，使成千上万的人意识到这场运动和Roshni求助热线: 为寻找失踪儿童但在警察无视他们时无处可去的父母带来希望的灯塔。当地警方已经承认这项新技术的有效性，现在正在合作实施。对于Berger品牌本身，仅在第一周，其Facebook页面的访问量就增加了395% %。

卡车艺术Childfinder

案例简介：Why is this work relevant for Media? To locate missing children, we combined a relevant local art style, a highly effective and strategic media device, and a direct response mechanism. Background Every year, more than 3000 children go missing in Pakistan, a large number of whom are kidnapped and trafficked quickly to various parts of the country, with countless cases of abuse and mutilation. There are few mechanisms to aid in the recovery of children, including the fact that traditional media to raise awareness does not penetrate into remote regions. Roshni Helpline is an NGO that is dedicated to recovering missing children and reuniting them with their families. As a non-profit, Roshni needed a unique communication tactic which would help them with their mission. Berger Paints also has a vision to contribute to social good through a relevant use of their products. Our brief was to come up with an exceptional idea that would not only connect directly with audiences in raising awareness about missing children, but would also directly help in recovering them. Describe the creative idea/insights (30% of vote) "Truck Art" is a unique form of art found in Pakistan: transport and goods trucks traveling across the country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy. These brilliantly painted works of art often include portraits of famous personalities - actors, sportspersons, military chiefs, politicians (we even spotted a Justin Trudeau truck). Truck owners and drivers routinely compete with each other to build the most ornate truck possible, as it drives business. It is a distinctively Pakistani cultural icon: much loved and much followed. This was the unique platform we used: in place of famous personalities, we painted portraits of missing children on these trucks in the style of truck art, with a helpline number. We worked with local truck artists and regional trucking companies to ensure that not only would the art look authentic, but would be properly disseminated. Describe the strategy (20% of vote) The toughest issue with solving child abduction cases in Pakistan is that children are often removed very quickly from their original location, thus making them close to impossible to find in a large country where there is very little infrastructure to locate missing persons. To address this, we knew we would need a device that was non-stationary and mobile: a missing child poster in one location will not help as much as a message that travels through the country. This had to be a campaign in which each execution would connect with thousands of people all over the country at a minimum budget, while not only raising awareness of child abductions to a greater audience, but also providing an apparatus to locate missing children through direct response. On a business strategy level, the activation fit perfectly with the brand vision of using paint to bring about a positive change. Describe the execution (20% of vote) We collaborated with a renowned artist who in turn worked with local "truck artists" - painters who specialise in the unique skill of illustrating on trucks. Using paints supplied by Berger Paints, the artists replicated the last photograph of the missing child and painted the backs of these trucks with the portrait, a helpline number and information about the child. Trucks were selected to ensure the routes would be covered in every direction possible, starting from the original location where the child went missing; the vehicles drove through both urban and rural areas. We started with a first wave of 20 trucks, and painted the portraits of the most recently reported cases. The campaign plans to paint a total of 100 trucks in the next six months. List the results (30% of vote) Within only the first 4 weeks, three children have been recovered and reunited with their parents due to callers noticing the trucks - and mentioning so on the call. 1,015 calls were received on the helpline in these 4 weeks from 39 different cities in all parts of Pakistan, of which 104 were solid leads for missing children. The trucks have covered almost all parts of Pakistan, making hundreds of thousands aware of the campaign and Roshni Helpline: a beacon of hope for parents who search for their missing children but have nowhere to turn to when the police ignore them. Local police have acknowledged the efficacy of, are now collaborating in implementing, this new technique. For the Berger brand itself, visits to their Facebook page rose by 395% in the first week alone.