My Last Days: Meet Anthony|图文|广告营销案例【ADGuider广告指南】

我最后的日子: 见见安东尼

案例简介：为什么这项工作与品牌内容和娱乐相关？我最后的日子是一部电视纪录片系列，描绘勇敢的人，导航生活病入膏肓，但欣欣向荣。这一集的目标是分享一种温暖关于千年生活与肌萎缩侧索硬化症和迷人的观众与他的魔力的故事真实的生活体验。这一集是品牌娱乐，但不仅仅是迫使医疗产品融入其中，我们开始无缝编织品牌价值进入叙事。我们相信，这种内容集成是一个案例研究，什么是可能的。当品牌内容和娱乐通过真诚的艺术融合在一起时表达式。描述您所在国家/地区有关健康和健康通讯的任何限制或规定，包括: 在美国，食品和药物管理局规定，如果它们是未经清除的或完全是实验性的，或者如果它们是经过清除的医疗器械被营销用于不在其批准或清除标签上的用途。健康和健康工作必须证明它如何符合 “改变生活的创造力” 的标准。为什么你的工作与健康相关？安东尼是和肌萎缩侧索硬化症生活在一起的街头摄影师。这种绝症剥夺了他的他的机动性和艺术表现力，因为他再也不能举起相机拍摄照片。这一集本身就是改变生活的创造力，因为这个节目给了代表不足的人口。该节目的制作人还创造了技术允许安东尼拍照，即使他不能再举起相机，因为的疾病。这种创造性的行为允许安东尼继续做创造性的艺术。他如此爱。背景我最后的日子始于2012年YouTube上的纪录片系列。我们实现了全球在网上获得4000万次浏览后，第一季的成功，没有营销预算，并使upworthy的服务器崩溃。然后，我们将该系列转换为CW网络上的线性电视第五季，并增加了另外2500万个有机在线视图。在第三季简而言之，网络要求我们制作五个线性剧集，集中在身患绝症的人，却茁壮成长。虽然CW有选角批准，没有关于艺术表现、创造力或品牌曝光的参数- 我们被给予了完全的自由，可以在我们认为合适的时候把故事变成现实。对网络来说最重要的是展示有潜力与全球观众产生共鸣的引人入胜的故事。描述创意安东尼剧集中的故事打算把我的最后几天带到下一集艺术水平。从历史上看，这个系列是一部非常直截了当的纪录片。带这一集，我们开始通过翻译安东尼的生活经历来超越这种形式融入展示他旅程光明和阴影的关键艺术序列。此外，我们希望包括一个品牌整合，不要感到被迫或剥削。为了做到这一点，我们选择了一个与安东尼的生活直接相关的品牌，从而可以无缝地融入到叙事中。对于一个与ALS生活在一起的摄影师来说，他正在慢慢失去对他的手的控制，我们只能想象一种产品。但是有一个问题.我们为安东尼设想的产品-他可以用眼睛控制的相机-并不存在。所以我们的团队开始自己创造技术。描述策略为了提高节目的艺术性，我们制作了旨在帮助观众的序列在更深层次上与安东尼联系。例如，安东尼和他的优雅镜头妻子在淋浴和床上展示了他们没有任何爱的深度剥削。为了在观众和安东尼的激情之间建立关系，我们包括整个故事中的BTS快照效果，以及鼓舞人心的照片蒙太奇。为了品牌整合，我们与一家帮助ALS的公司合作病人用眼睛控制电脑。他们捐赠了一台电脑，但我们没有让它控制安东尼相机的方法。反正还没有。经过几周的实验，我们的团队成功地创造了技术，让安东尼用他的眼睛控制摄像机.该产品是该行业的第一款产品，也是安东尼的游戏改变者。他现在可以拍照了，即使瘫痪了。描述执行我们的主要目标是确保安东尼和他的家人感到尊重和荣幸在整个生产过程中。为此，我们确保我们的船员由专业人员组成有同情心和尊重的人。安东尼经历了重大的情感他的疾病造成的困难，最重要的是我们不能利用安东尼的情况或迫使他的经验，他感到不舒服。这个意味着频率当安东尼需要休息或感到疲倦时，uently暂停生产。最终，创意的执行是无缝的，安东尼和他的家人对这次经历欣喜若狂。我们的时间表很紧，两周的前期制作和生产四天。这是一个特别短的窗口，考虑到我们也为相机开发的技术，这不是我们作为媒体工作室的技能。安东尼的剧集在我最后的日子的第三季在CW网络上播出。描述结果安东尼《我的最后一天》的电视收视率是470,000，超过了它的由110,000观众主演的《夜，无期徒刑》。总电视收视率是1,714,000 (比上季增加了500,000)，总的数字收视率为7000万。我们在脸书上建立了202,000的观众观看页面，该节目以数字方式发布并接收数千个来自世界各地的人们的成千上万的信息和DMs 受到内容的积极影响。我们还为慢性病筹集了200万多美元疾病研究。

我最后的日子: 见见安东尼

案例简介：Why is this work relevant for Branded Content & Entertainment? My Last Days is a TV documentary series profiling courageous people navigating life with a terminal illness yet thriving. The goal for this episode was sharing a heartwarming story about a millennial living with ALS and captivating viewers with the magic of his authentic life experience. The episode was branded entertainment, but instead of just forcing medical products into the piece, we set out to weave brand values seamlessly into the narrative. We believe this content integration is a case study for what’s possible when branded content and entertainment are fused together through sincere artistic expression. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: In the U.S., the FDA stipulates that medical devices aren’t authorized for marketing if they're uncleared or wholly experimental in nature, or if they're cleared medical devices being marketed for uses not on their approved or cleared labels. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Anthony is a street photographer living with ALS. This terminal illness has robbed him of his mobility and thus his artistic expression, as he can no longer lift his camera to take photos. This episode is itself life-changing creativity because the show gave a voice to an underrepresented population. Producers of the show also created technology that allowed Anthony to shoot photos, even though he can no longer lift his camera because of the disease. This creative act allowed Anthony to continue doing the creative artistry he so loves. Background My Last Days started as a documentary series on YouTube in 2012. We achieved global success with season one of the show after receiving 40 million views online, with no marketing budget, and crashing upworthy’s server with traffic. We then transitioned the series to linear TV on the CW Network, where it’s currently in season five, and added another 25 million organic online views. For the season three brief, the network asked us to create five linear episodes that focused on the stories of people living with a terminal illness, yet thriving. While the CW had casting approval, there were no parameters regarding artistic expression, creativity or brand exposure — we were given complete freedom to bring the stories to life as we saw fit. What mattered most to the network was the presentation of compelling stories that had the potential to resonate with a global audience. Describe the creative idea The storytelling in Anthony’s episode was intended to take My Last Days to the next level artistically. Historically, the series was a very straightforward documentary. With this episode, we set out to transcend this format by translating Anthony’s life experience into key artistic sequences that showed the light and shadow of his journey. Additionally, we wanted to include a brand integration that didn’t feel forced or exploitative. To do this, we selected a brand that had direct relevance to Anthony’s life and could thus seamlessly integrate into the narrative. For a photographer living with ALS, who was slowly losing control over his hands, there was only one product we could imagine featuring. But there was a problem…the product we envisioned for Anthony — a camera that he could control with his eyes — didn’t exist. So our team set out to create the technology ourselves. Describe the strategy To step up the artistry of the show, we crafted sequences designed to help audiences connect with Anthony on a deeper level. For example, elegant shots of Anthony and his wife in the shower and in bed showcased the depth of their love without any exploitation. To create a relationship between audiences and Anthony’s passion, we included a BTS snapshot effect throughout the narrative, along with an inspirational photo montage. For the brand integration, we partnered with a company that helps ALS patients control computers with their eyes. They donated a computer, but we had no way of having it control Anthony’s camera. Not yet, anyways. After weeks of experimentation, our team successfully created technology that would allow Anthony to control the camera with his eyes. This product was a first for the industry and a gamechanger for Anthony. He’ll now be able to take photos, even when paralyzed. Describe the execution Our primary goal was to ensure that Anthony and his family felt respected and honored throughout production. To do this, we ensured our crew was composed of professionals who are empathetic and respectful. Anthony was experiencing significant emotional hardship due to his disease, and it’s of the utmost importance that we not exploit Anthony's situation or force him into experiences where he feels uncomfortable. This meant frequently pausing production when Anthony needed a break or felt tired. Ultimately, the execution of the creative was seamless, and Anthony and his family were overjoyed by the experience. We had a tight timeline, two weeks for pre-production and four days for production. This was a particularly short window considering we also developed technology for the camera, which was not in our skill set as a media studio. Anthony’s episode aired on the CW Network during the third season of My Last Days. Describe the outcome Television viewership for Anthony’s episode of My Last Days was 470,000, outpacing its lead-in for the night, Life Sentence, by 110,000 viewers. The total television viewership was 1,714,000 (an increase of 500,000 from the previous season), and the total digital viewership was 70 million views. We built an audience of 202,000 on the Facebook watch page, where the show is digitally released and receives thousands upon thousands of messages and DMs from people around the world who’ve been positively impacted by the content. We’ve also raised over two million dollars for chronic illness research.