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你是我的儿子
案例简介：根据前游击队的证词，我们注意到他们复员的主要动机是长时间看不到他们的母亲。由于这一发现，我们寻找游击队的母亲大约 6 个月，以说服他们参与运动，并亲自激励他们的儿子在圣诞节期间复员。这些母亲提供了他们孩子的照片作为海报，并邀请他们回家。在他们加入游击队之前，只有他们能认出自己的照片被带到了战斗仍在进行的地区，并传达了以下信息: “在成为游击队之前, 你是我儿子。今年圣诞节回家。"
你是我的儿子
案例简介：Based on ex guerrillas testimonies we noticed that the main motivation for them to demobilize is the long time without seeing their mothers. Thanks to this discovery, we looked for guerrilla´s mothers for about 6 months in order to convince them to be part of the campaign and personally motivate the demobilization of their sons during Christmas. These mother provided pictures of their children to be used as posters and invite them to come back home. Pictures before they joined the Guerrilla and where only they can recognize themselves were taken to the areas where the fighting is still going on with the following message: “Before being a guerrilla, you are my son. Come home this Christmas.”
You Are My Son
案例简介：根据前游击队的证词，我们注意到他们复员的主要动机是长时间看不到他们的母亲。由于这一发现，我们寻找游击队的母亲大约 6 个月，以说服他们参与运动，并亲自激励他们的儿子在圣诞节期间复员。这些母亲提供了他们孩子的照片作为海报，并邀请他们回家。在他们加入游击队之前，只有他们能认出自己的照片被带到了战斗仍在进行的地区，并传达了以下信息: “在成为游击队之前, 你是我儿子。今年圣诞节回家。"
You Are My Son
案例简介：Based on ex guerrillas testimonies we noticed that the main motivation for them to demobilize is the long time without seeing their mothers. Thanks to this discovery, we looked for guerrilla´s mothers for about 6 months in order to convince them to be part of the campaign and personally motivate the demobilization of their sons during Christmas. These mother provided pictures of their children to be used as posters and invite them to come back home. Pictures before they joined the Guerrilla and where only they can recognize themselves were taken to the areas where the fighting is still going on with the following message: “Before being a guerrilla, you are my son. Come home this Christmas.”
你是我的儿子
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You Are My Son
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基本信息
- 广告战役： #You are my son#
- 广告品牌： Colombian Ministry of Defense
- 发布日期： 2013-12-01
- 行业领域： 认证机构 , 商务服务
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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