Transparent Man|短视频|广告营销案例【ADGuider广告指南】

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透明人

案例简介：杜塞尔多夫 (德国) 有许多无家可归的人。还有许多没有注意到他们的人。提高公众的敏感性，并煽动他们购买《无家可归者杂志》。让公众对无家可归者的处境敏感，并煽动他们购买街头杂志 “五十五”。用最少的预算创造最大的销售和知名度。没有古典媒体可以用于预算原因。对这场运动的直接反应必须足够壮观，以引起轰动和新闻报道。我们把街头纸推销员自己变成广告媒体，展示人们是如何从他身上看到的。我们在圣诞节期间用壮观的媒体噱头来想象这一点。摄像机捕捉到无家可归者背后的风景。一个视频投影仪把照片投射到他身上。现场直播!行人得到的印象是无家可归者是看不见的。他的信息是: “不要忽视我!“ 没有古典媒体可以用于预算原因。创意媒体的想法必须是壮观的，才能本身引起轰动。没有媒体预算。每个人都在杜塞尔多夫的街道上做圣诞购物。所有的人都把目光移开或者假装没有看到无家可归的人。

透明人

案例简介：There are many homeless people in Düsseldorf (Germany). And many people who don’t notice them. Sensitise the public and incite them to buy the homeless magazine „fiftyfifty“. Sensitise the public for the homeless people’s situation and incite them to buy the streetmagazine “fiftyfifty”. Create maximum sales and awareness with minimal budget. No classical media could be used for budget reasons. The direct response to the campaign had to be spectacular enough to create Buzz and Press coverage. We turn the streetpaper salesman into the advertising medium himself to demonstrate how people look right through him. We visualise just that with a spectacular media stunt during Christmas season. A camera captures the scenery behind the homeless man. A video projector projects the picture onto him. Live! Pedestrians get the impression that the homeless is invisible. His message: „Don’t ignore me!“ No classical media could be used for budget reasons. The creative media idea had to be spectacular to create Buzz by itself. There was no media budget. Everybody doing Christmas shopping in the streets of Duesseldorf. All people looking away or pretending not to see homeless people.