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案例简介：简要解释 -一个男人走进框架，拉下裤子露出他裸露的底部-战略性地放在他的底部是本地的 “跳过广告” 按钮-然后他恳求观众把他们的手指 “在那里, 或者换句话说，给他做前列腺检查 -- 因为这只是移动的,这必须是观众的实际手指 -- 知道他们很可能会拒绝，这个人离题说，“好吧,我会找医生来做。然后显示一条信息，解释前列腺癌的事实 -- 虽然观众可能不愿意用手指触摸这个人, 他们应该用同样的手指打电话给医生，安排前列腺检查 EntrySummary 前列腺癌是如何治疗的事实令人震惊。 -根据美国癌症协会的说法，当前列腺癌处于早期阶段时，存活率接近 100% -- 更多的人需要听到这些事实 -- 我们的目标人群是男性, 30 岁以上，消费副媒体,对不敬的内容反应很好 -- 这些人也是移动视频的主要消费者 -- 我们专注于这种媒体来创造娱乐, 社会责任电影，带有教育信息和明确的行动号召 -- 在一个充满激励行动的电影的世界里,我们专注于这个广告激发 “无所作为” 的方式，给观众一个做某事的选择 (跳过广告), 但是要确保他们什么也没做 (听到重要的信息)。
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案例简介：BriefExplanation - A man walks into frame and pulls down his pants to reveal his bare bottom- Strategically placed over his bottom is the native “Skip Ad” button- He then begs the viewer to put their finger “in there,” or in other words, give him a prostate exam- Because this was mobile-only, this would have to be the viewer’s actual finger- Knowing that they would most likely refuse, the man digresses and says, “fine, I’ll get a doctor to do it.”- A message is then displayed explaining facts about prostate cancer- And that while the viewer may not have been willing to use their finger to touch the man, they should use that same finger to call their doctor and schedule a prostate exam EntrySummary - The facts about how treatable Prostate Cancer is are astounding.- According to the American Cancer Society, when caught in the early stages, Prostate cancer has a survival rate of nearly 100%- More people needed to hear these facts- Our target audience of men, age 30+, who consume Vice media, respond very well to irreverent content- These men are also heavy consumers of mobile video- We focused on this medium to create an entertaining, socially responsible film with an educational message and a clear call to action- In a world filled with films that inspire action, we focused on a way for this ad to inspire “inaction,” by giving the viewer an option to do something (skip the ad), but making sure they did nothing (to hear the important message).
Spreading the Word
案例简介：简要解释 -一个男人走进框架，拉下裤子露出他裸露的底部-战略性地放在他的底部是本地的 “跳过广告” 按钮-然后他恳求观众把他们的手指 “在那里, 或者换句话说，给他做前列腺检查 -- 因为这只是移动的,这必须是观众的实际手指 -- 知道他们很可能会拒绝，这个人离题说，“好吧,我会找医生来做。然后显示一条信息，解释前列腺癌的事实 -- 虽然观众可能不愿意用手指触摸这个人, 他们应该用同样的手指打电话给医生，安排前列腺检查 EntrySummary 前列腺癌是如何治疗的事实令人震惊。 -根据美国癌症协会的说法，当前列腺癌处于早期阶段时，存活率接近 100% -- 更多的人需要听到这些事实 -- 我们的目标人群是男性, 30 岁以上，消费副媒体,对不敬的内容反应很好 -- 这些人也是移动视频的主要消费者 -- 我们专注于这种媒体来创造娱乐, 社会责任电影，带有教育信息和明确的行动号召 -- 在一个充满激励行动的电影的世界里,我们专注于这个广告激发 “无所作为” 的方式，给观众一个做某事的选择 (跳过广告), 但是要确保他们什么也没做 (听到重要的信息)。
Spreading the Word
案例简介：BriefExplanation - A man walks into frame and pulls down his pants to reveal his bare bottom- Strategically placed over his bottom is the native “Skip Ad” button- He then begs the viewer to put their finger “in there,” or in other words, give him a prostate exam- Because this was mobile-only, this would have to be the viewer’s actual finger- Knowing that they would most likely refuse, the man digresses and says, “fine, I’ll get a doctor to do it.”- A message is then displayed explaining facts about prostate cancer- And that while the viewer may not have been willing to use their finger to touch the man, they should use that same finger to call their doctor and schedule a prostate exam EntrySummary - The facts about how treatable Prostate Cancer is are astounding.- According to the American Cancer Society, when caught in the early stages, Prostate cancer has a survival rate of nearly 100%- More people needed to hear these facts- Our target audience of men, age 30+, who consume Vice media, respond very well to irreverent content- These men are also heavy consumers of mobile video- We focused on this medium to create an entertaining, socially responsible film with an educational message and a clear call to action- In a world filled with films that inspire action, we focused on a way for this ad to inspire “inaction,” by giving the viewer an option to do something (skip the ad), but making sure they did nothing (to hear the important message).
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