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# Letstalkcolor
案例简介：战略 我们的观众是 MTV 观众: 年轻、城市、社交和数字连接。他们对现在热门的事情很关注，但对他们的历史和人权以及他们与反对种族主义的斗争的联系却不太关注。我们的策略很简单: 利用频道的内容、品牌资产和社交平台来切入和挑战已经擅长避免广告的受众。 结果 这一天，年轻人传统上从社交媒体和广播中脱离出来。我们在 24 小时内获得了 2180万个推特印象。来自世界各地的人们开始并加入了这场对话，这都是因为我们广播的一个简单的颜色变化。我们鼓励并增强了在非洲大陆最强大的以青年为中心的媒体平台之一上的对话。对话还在继续，频道和我们的社交媒体平台上还有更多关注种族的内容。该品牌为其作为青年娱乐频道的声誉增添了深度，观众从未接触过 MTV 作为青年煽动者的早期历史。 概要 种族不容忍现象在全球各地复苏。可悲的是，一个向世界展示如何克服 21 年前最极端的根深蒂固的种族主义的国家今天正在经历种族不容忍现象的增加。出生在民主的南非的这一代人现在正面临着他们父母为克服种族主义而努力奋斗的同样的种族主义。我们的目标是在这个年轻、聪明、积极、多样化的一代中开始对话，这样他们就可以开始正面解决这种不容忍问题。 执行 我们将整个频道 (包括广播) 和社交平台转换成黑白。每个预定的程序都被转换成黑白。每一则广告都被删除，取而代之的是定制的采访，让年轻的南非人分享他们对种族和人权的看法。我们使用不同语言的歌词创建了定制的频道标识，突出了超越种族的需要。我们在网上启用的对话被整合到电视广播的 ticker-tape 中。 活动描述 2016年3月21日被宣布为反对种族主义国际日。作为一个从不害怕争议的品牌，我们决定为对话增添一些动力。所以在那一天，我们从我们的频道中去掉了颜色，把它变成了一个谈论种族和种族主义的平台。# Letstalkcolour 整天出现在所有内容上，我们的广播中添加了一个 ticker 磁带，实时播放观众的意见。在 3月21日，所有广告都被从频道上删除，取而代之的是对我们的观众的独特采访，让他们通过社交平台分享他们的观点和观点以及团结的方式。独特的身份也被创造来促进对话。
# Letstalkcolor
案例简介：Strategy Our audience is the MTV audience: young, urban, social and digitally connected. They're big on what's hot right now, but not very big on their history nor human rights and how they are connected to the fight against racism.Our strategy was simple: use the content of the channel, the brand assets and the social platforms to cut through and challenge an audience that has become adept at avoiding advertising. Outcome The conversation trended through-out the day, a day where the youth traditionally disengage from social media and broadcast. We achieved 21.8 million Twitter impressions in 24 hours. The conversation was picked up and added to by people from all over the world, all because of a simple colour change to our broadcast. We encouraged and empowered a conversation on one of the continent’s most powerful youth-focused media platforms. And the conversation is continuing with even more race-focused content on the channel and across our social media platforms. The brand added depth to its reputation as a youth-entertainment channel among an audience that was never exposed to the early history of MTV as a youth-focused agitator. Synopsis Racial intolerance has experienced a resurgence across the globe. Sadly, the one country that showed the world how to overcome the most extreme kind of entrenched Racism 21 years ago is today experiencing a rise in racial intolerance. The very generation that was born into a democratic South Africa is now facing the same racism their parents fought so hard to overcome. Our objective was to start a conversation amongst this young, bright, positive, diverse generation so that they would start tackling this intolerance head-on. Execution We converted our entire channel (broadcast included) and social platforms into black and white. Every scheduled program was converted into black and white. Every ad was removed and replaced with bespoke interviews that featured young South Africans sharing their views on race and human rights. We created bespoke channel idents using song lyrics in different languages that highlight the need to look beyond race. And the conversation we enabled online was integrated into a ticker-tape on the television broadcast. CampaignDescription The 21st of March 2016 was declared as the International Day against Racism. As a brand that’s never been afraid of controversy, we decided to add some fuel to the conversation. So on that day, we removed the colour from our channel, turning it into a platform to talk about race and racism. #letstalkcolour appeared on all content, all day, and a ticker tape was added to our broadcast to air our audience’s views in real time.For the 21st of March, all advertising was removed from the channel and replaced with unique interviews of our audience letting them share their opinions and views and ways to unite via social platforms. Unique idents were also created to fuel the conversation.
#letstalkcolour
案例简介：战略 我们的观众是 MTV 观众: 年轻、城市、社交和数字连接。他们对现在热门的事情很关注，但对他们的历史和人权以及他们与反对种族主义的斗争的联系却不太关注。我们的策略很简单: 利用频道的内容、品牌资产和社交平台来切入和挑战已经擅长避免广告的受众。 结果 这一天，年轻人传统上从社交媒体和广播中脱离出来。我们在 24 小时内获得了 2180万个推特印象。来自世界各地的人们开始并加入了这场对话，这都是因为我们广播的一个简单的颜色变化。我们鼓励并增强了在非洲大陆最强大的以青年为中心的媒体平台之一上的对话。对话还在继续，频道和我们的社交媒体平台上还有更多关注种族的内容。该品牌为其作为青年娱乐频道的声誉增添了深度，观众从未接触过 MTV 作为青年煽动者的早期历史。 概要 种族不容忍现象在全球各地复苏。可悲的是，一个向世界展示如何克服 21 年前最极端的根深蒂固的种族主义的国家今天正在经历种族不容忍现象的增加。出生在民主的南非的这一代人现在正面临着他们父母为克服种族主义而努力奋斗的同样的种族主义。我们的目标是在这个年轻、聪明、积极、多样化的一代中开始对话，这样他们就可以开始正面解决这种不容忍问题。 执行 我们将整个频道 (包括广播) 和社交平台转换成黑白。每个预定的程序都被转换成黑白。每一则广告都被删除，取而代之的是定制的采访，让年轻的南非人分享他们对种族和人权的看法。我们使用不同语言的歌词创建了定制的频道标识，突出了超越种族的需要。我们在网上启用的对话被整合到电视广播的 ticker-tape 中。 活动描述 2016年3月21日被宣布为反对种族主义国际日。作为一个从不害怕争议的品牌，我们决定为对话增添一些动力。所以在那一天，我们从我们的频道中去掉了颜色，把它变成了一个谈论种族和种族主义的平台。# Letstalkcolour 整天出现在所有内容上，我们的广播中添加了一个 ticker 磁带，实时播放观众的意见。在 3月21日，所有广告都被从频道上删除，取而代之的是对我们的观众的独特采访，让他们通过社交平台分享他们的观点和观点以及团结的方式。独特的身份也被创造来促进对话。
#letstalkcolour
案例简介：Strategy Our audience is the MTV audience: young, urban, social and digitally connected. They're big on what's hot right now, but not very big on their history nor human rights and how they are connected to the fight against racism.Our strategy was simple: use the content of the channel, the brand assets and the social platforms to cut through and challenge an audience that has become adept at avoiding advertising. Outcome The conversation trended through-out the day, a day where the youth traditionally disengage from social media and broadcast. We achieved 21.8 million Twitter impressions in 24 hours. The conversation was picked up and added to by people from all over the world, all because of a simple colour change to our broadcast. We encouraged and empowered a conversation on one of the continent’s most powerful youth-focused media platforms. And the conversation is continuing with even more race-focused content on the channel and across our social media platforms. The brand added depth to its reputation as a youth-entertainment channel among an audience that was never exposed to the early history of MTV as a youth-focused agitator. Synopsis Racial intolerance has experienced a resurgence across the globe. Sadly, the one country that showed the world how to overcome the most extreme kind of entrenched Racism 21 years ago is today experiencing a rise in racial intolerance. The very generation that was born into a democratic South Africa is now facing the same racism their parents fought so hard to overcome. Our objective was to start a conversation amongst this young, bright, positive, diverse generation so that they would start tackling this intolerance head-on. Execution We converted our entire channel (broadcast included) and social platforms into black and white. Every scheduled program was converted into black and white. Every ad was removed and replaced with bespoke interviews that featured young South Africans sharing their views on race and human rights. We created bespoke channel idents using song lyrics in different languages that highlight the need to look beyond race. And the conversation we enabled online was integrated into a ticker-tape on the television broadcast. CampaignDescription The 21st of March 2016 was declared as the International Day against Racism. As a brand that’s never been afraid of controversy, we decided to add some fuel to the conversation. So on that day, we removed the colour from our channel, turning it into a platform to talk about race and racism. #letstalkcolour appeared on all content, all day, and a ticker tape was added to our broadcast to air our audience’s views in real time.For the 21st of March, all advertising was removed from the channel and replaced with unique interviews of our audience letting them share their opinions and views and ways to unite via social platforms. Unique idents were also created to fuel the conversation.
# Letstalkcolor
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#letstalkcolour
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基本信息
- 广告战役： #VIACOM-设计与品牌-3672#
- 广告品牌： Viacom
- 发布日期： 2000
- 行业领域： 电视传媒 , 商务服务 , 影音娱乐
- 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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