Landmine Stickers|图文|广告营销案例【ADGuider广告指南】

地雷贴纸

案例简介：地雷每年仍然夺去成千上万的无辜受害者，其中包括许多扮演儿童的人。这就是我们想以一种非常出色的方式向那些走过法兰克福联合国儿童基金会信息亭的人展示的东西，以便为联合国儿童基金会的反地雷项目收集捐款。联合国儿童基金会的摊位旁边放着一个特殊的桌子足球。乍一看，它看起来不可疑，并邀请人们免费游戏。但是一旦人们开始比赛，他们就意识到有些不对劲: 大多数球员错过了一条腿，有些人甚至错过了两条腿。地雷每年仍然夺去成千上万的无辜受害者，其中包括许多扮演儿童的人。这就是我们想以一种非常非凡的方式向走过法兰克福联合国儿童基金会信息亭的人展示的东西。哲学/解决方案通过以令人惊讶的方式向路人展示地雷的潜在危险，增加当地联合国儿童基金会圣诞信息亭的交通流量。为儿童基金会的反地雷项目提高认识并收集捐款。复印/抄本地雷每年仍然夺去成千上万无辜平民的生命。联合国儿童基金会的反地雷贴运动使公众意识到这一点，并呼吁圣诞购物者提供急需的捐款。 Leo Burnett 德国想出了在繁忙的购物区地上种植贴纸的聪明想法。贴纸被混合在各种地板和地面材料中，如混凝土或鹅卵石，这样它们就不会被注意到。他们是看不见的，直到卡在你的脚。当人们踩在贴纸上时，他们看到底部有一张地雷的照片，并被告知在许多其他国家，他们会在那一刻被肢解。由于在通信预算上花费了不到 1000 欧元，这场运动以一种最令人惊讶的方式吸引了所有路人的注意力，并成功地为这项事业筹集了资金。

地雷贴纸

案例简介：Landmines still claim thousands of innocent victims each year, among them many playing children. Thats what we wanted to show in a very remarkable way to people who walked pass the UNICEF information booth in Frankfurt in order to collect donations for the anti-landmines projects of UNICEF. A special table soccer was placed next to the UNICEF booth. At first glance, it looked unsuspicious and invited people for a free game. But as soon as people started to play, they realised that something was wrong: Most players missed one leg, some even two. Landmines still claim thousands of innocent victims each year, among them many playing children. Thats what we wanted to show in a very remarkable way to people who walked pass the UNICEF information booth in Frankfurt. Philosophy/Solution Increase traffic at the local UNICEF Christmas information booths by showing passers-by the insidious dangers of landmines in a surprising way. Rise awareness and collect donations for the anti-landmines projects of UNICEF. Copy/Transcript Landmines still claim thousands of innocent civilian victims every year. The UNICEF anti-landmines stickers campaign made the public aware fo this and called on Christmas shoppers for urgently needed donations. Leo Burnett Germany came up with the clever idea of planting stickers on the ground in busy shopping areas. The stickers were blended in the various floor and ground materials, such as concrete or pebbles, so that they would unnoticed. They were invisible until the stuck to your foot. As people stepped on the stickers, they saw a picture of a landmine on the bottom side and were informed that in many other countries they would have been mutilated at that moment. With under 1000 euros to spend on the communications budget, the campaign effectively caught the attention of all passers-by in a most surprising way and successfully raised funds for this cause.