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垃圾极品
案例简介：战略 我们与以色列头号名人厨师合作，邀请顶级社交媒体影响者参加他们认为是他新菜单的发布。在他们吃第一口之前，我们的厨师透露了他们用餐的真相。没人吃，每个人都饿着肚子回家了…… 就像孩子们一样。 活动描述 我们需要让我们的信息传达给以色列的普通民众，几乎没有媒体预算。所以我们决定创建一个在社交媒体上传播的内容。但是你如何向冷漠的观众讲述一个关于饥饿青年的故事？我们的解决方案 -- 给故事添加一些香料…… 我们没有做标准的催泪程序，而是在讲故事的组合中添加了一个独特的成分。我们带来了以色列领先的名人厨师，并挑战他用垃圾中的成分制作一顿完整的 5 道菜。现在我们的故事有了它丢失的阴谋，我们终于可以突破观众.. 结果 客人们被我们的信息感动了，并在社交媒体上传播了这个消息。我们的故事走红了，达到了以色列的四分之一，几乎没有媒体预算。我们收到了大量媒体报道，引发了全国范围的对话。甚至名人超模酒吧瑞法利也被感动了，并将她自己编辑的视频上传到她的 Facebook 页面，有 250万多名粉丝。最终，我们提高了意识，打破了我们在捐赠和志愿者方面的历史记录。结果: 200万独特的印象 100万美元的媒体收入 180% 捐款增长 20% 志愿者申请增长 50% 提高了对这个问题的认识 相关性 这项工作从一开始就是关于公关的。我们不得不在全国范围内就一个感知良好的话题展开对话，绝对没有媒体预算 执行 我们邀请了美食博客和社交媒体影响者参加他们认为是厨师 Segev Moshe 新菜单的推出。抵达后，他们得到了各种令人惊叹的菜肴，但是在他们深入研究食物之前，厨师 Segev 透露了他们用餐的真相。向客人们展示了一段简短的视频，显示塞格夫和一个十几岁的女孩和一个男孩一起从垃圾中收集食物。然后，他开始把他收集的剩余的肉、水果和蔬菜变成华丽的高端菜肴。观众很反感。但是，男孩和女孩开始和厨师 Segev 交谈，揭示了他们的过去和无家可归的年轻人，以及他们是如何从垃圾中吃东西的。客人的厌恶变成了眼泪，因为他们明显被他们令人心碎的故事感动了。晚餐被记录下来，并变成了一个短视频，在 Facebook 上绝对走红。 概要 在以色列，14,000 无家可归的年轻人从垃圾中获取食物。Shanti House，一个为处于危险中的青年提供庇护的机构，决定提高人们对这一令人心碎的问题的认识。
垃圾极品
案例简介：Strategy We collaborated with Israel's No. 1 celebrity chef and invited top social media influencers to what they thought was the launch of his new menu. Moments before they took their first bite, our chef revealed the truth behind their meal. Nobody ate, and everyone went home hungry… Just like the kids. CampaignDescription We needed to get our message across to the general population of Israel, with literally zero-media budget. So we decided to create a piece of content that would spread virally on social media. But how do you tell a story about hungry youth to an indifferent audience? Our solution – Add some spice to story… Instead of doing the standard tearjerker routine, we added a unique ingredient to our storytelling mix. We brought in Israel's leading celebrity chef and challenged him to create an entire 5 course meal from ingredients found in the garbage. Now our story had the intrigue it was missing and we could finally break through to our audience.. Outcome The guests were touched by our message and took to social media to spread the word. Our story went viral, reaching 1 in 4 Israeli's with literally zero media-budget. We received massive media coverage, generating a nation-wide conversation. Even celebrity super-model Bar Refaeli was moved, and responded by uploading her own edited version of our video to her Facebook page, with over 2.5 million followers. Ultimately we raised awareness and broke our all-time record in donations and volunteers.The Results:•2 million unique impressions•1 Million dollars' worth of earned media•180% growth in donations•20% growth in volunteer applications•50% Increased awareness for the issue Relevancy This work was all about PR from the get-go. We had to start a nationwide conversation about a perceptually niche' topic, with absolutely no media budget available Execution We invited food bloggers and social media influencers to what they thought was the launch of Chef Segev Moshe's new menu. Upon arrival, they were served a variety of stunning dishes, but moments before they dug into their food, Chef Segev revealed the truth behind their meal. The guests were shown a short video showing Segev collecting food from the garbage, together with a teenage girl and boy. He then began turning the leftover meat, fruit and vegetables he'd collected into magnificent high-end dishes. The audience was disgusted. But then, the boy and girl began talking to Chef Segev, revealing their past and homeless youth, and how they had resorted to eating food from the garbage. The guest's disgust turned into tears, as they were visibly touched by their heart-breaking story. The dinner was documented and turned into a short video which went absolutely viral on Facebook. Synopsis In Israel, 14,000 homeless youth get their food from the garbage. Shanti House, a shelter for youth at risk, decided to raise awareness for this heart breaking Issue.
Garbage Gourmet
案例简介：战略 我们与以色列头号名人厨师合作，邀请顶级社交媒体影响者参加他们认为是他新菜单的发布。在他们吃第一口之前，我们的厨师透露了他们用餐的真相。没人吃，每个人都饿着肚子回家了…… 就像孩子们一样。 活动描述 我们需要让我们的信息传达给以色列的普通民众，几乎没有媒体预算。所以我们决定创建一个在社交媒体上传播的内容。但是你如何向冷漠的观众讲述一个关于饥饿青年的故事？我们的解决方案 -- 给故事添加一些香料…… 我们没有做标准的催泪程序，而是在讲故事的组合中添加了一个独特的成分。我们带来了以色列领先的名人厨师，并挑战他用垃圾中的成分制作一顿完整的 5 道菜。现在我们的故事有了它丢失的阴谋，我们终于可以突破观众.. 结果 客人们被我们的信息感动了，并在社交媒体上传播了这个消息。我们的故事走红了，达到了以色列的四分之一，几乎没有媒体预算。我们收到了大量媒体报道，引发了全国范围的对话。甚至名人超模酒吧瑞法利也被感动了，并将她自己编辑的视频上传到她的 Facebook 页面，有 250万多名粉丝。最终，我们提高了意识，打破了我们在捐赠和志愿者方面的历史记录。结果: 200万独特的印象 100万美元的媒体收入 180% 捐款增长 20% 志愿者申请增长 50% 提高了对这个问题的认识 相关性 这项工作从一开始就是关于公关的。我们不得不在全国范围内就一个感知良好的话题展开对话，绝对没有媒体预算 执行 我们邀请了美食博客和社交媒体影响者参加他们认为是厨师 Segev Moshe 新菜单的推出。抵达后，他们得到了各种令人惊叹的菜肴，但是在他们深入研究食物之前，厨师 Segev 透露了他们用餐的真相。向客人们展示了一段简短的视频，显示塞格夫和一个十几岁的女孩和一个男孩一起从垃圾中收集食物。然后，他开始把他收集的剩余的肉、水果和蔬菜变成华丽的高端菜肴。观众很反感。但是，男孩和女孩开始和厨师 Segev 交谈，揭示了他们的过去和无家可归的年轻人，以及他们是如何从垃圾中吃东西的。客人的厌恶变成了眼泪，因为他们明显被他们令人心碎的故事感动了。晚餐被记录下来，并变成了一个短视频，在 Facebook 上绝对走红。 概要 在以色列，14,000 无家可归的年轻人从垃圾中获取食物。Shanti House，一个为处于危险中的青年提供庇护的机构，决定提高人们对这一令人心碎的问题的认识。
Garbage Gourmet
案例简介：Strategy We collaborated with Israel's No. 1 celebrity chef and invited top social media influencers to what they thought was the launch of his new menu. Moments before they took their first bite, our chef revealed the truth behind their meal. Nobody ate, and everyone went home hungry… Just like the kids. CampaignDescription We needed to get our message across to the general population of Israel, with literally zero-media budget. So we decided to create a piece of content that would spread virally on social media. But how do you tell a story about hungry youth to an indifferent audience? Our solution – Add some spice to story… Instead of doing the standard tearjerker routine, we added a unique ingredient to our storytelling mix. We brought in Israel's leading celebrity chef and challenged him to create an entire 5 course meal from ingredients found in the garbage. Now our story had the intrigue it was missing and we could finally break through to our audience.. Outcome The guests were touched by our message and took to social media to spread the word. Our story went viral, reaching 1 in 4 Israeli's with literally zero media-budget. We received massive media coverage, generating a nation-wide conversation. Even celebrity super-model Bar Refaeli was moved, and responded by uploading her own edited version of our video to her Facebook page, with over 2.5 million followers. Ultimately we raised awareness and broke our all-time record in donations and volunteers.The Results:•2 million unique impressions•1 Million dollars' worth of earned media•180% growth in donations•20% growth in volunteer applications•50% Increased awareness for the issue Relevancy This work was all about PR from the get-go. We had to start a nationwide conversation about a perceptually niche' topic, with absolutely no media budget available Execution We invited food bloggers and social media influencers to what they thought was the launch of Chef Segev Moshe's new menu. Upon arrival, they were served a variety of stunning dishes, but moments before they dug into their food, Chef Segev revealed the truth behind their meal. The guests were shown a short video showing Segev collecting food from the garbage, together with a teenage girl and boy. He then began turning the leftover meat, fruit and vegetables he'd collected into magnificent high-end dishes. The audience was disgusted. But then, the boy and girl began talking to Chef Segev, revealing their past and homeless youth, and how they had resorted to eating food from the garbage. The guest's disgust turned into tears, as they were visibly touched by their heart-breaking story. The dinner was documented and turned into a short video which went absolutely viral on Facebook. Synopsis In Israel, 14,000 homeless youth get their food from the garbage. Shanti House, a shelter for youth at risk, decided to raise awareness for this heart breaking Issue.
垃圾极品
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Garbage Gourmet
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基本信息
- 广告战役： #Shanti House-推广与活动-c132#
- 广告品牌： Shanti House
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 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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