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# Letstalkcolor
案例简介：执行 所以，在 3月21日的 24 小时里，我们把我们的整个渠道和社交平台变成了黑白。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。我们启用的对话被整合到电视广播的一盘磁带中。 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。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。 活动描述 所以，在 3月21日的 24 小时里，我们把我们的整个渠道和社交平台变成了黑白。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。我们启用的对话被整合到电视广播的一盘磁带中。 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。 相关性 MTV 是最强大的以青年为中心的媒体平台之一。在南非和非洲，他们的内容系列一直是最受城市青年关注的。通过将整个广播变成黑白 24 小时，删除所有付费广告，广播成为了信息。我们为填充广告空间而创建的自定义内容和我们创建的 10 个 "idents，以及社交平台和聚合社交评论的股票磁带, 帮助解释了这个想法，并增加了倡议的深度。 概要 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。诞生于民主南非的这一代人正面临着新形式的不容忍。作为一代人，他们与人权日的相关性脱节: 1969年的夏普维尔大屠杀。这一天现在被联合国定为全球反种族主义日。MTV 从 2015年1月在美国开始，在全球范围内接受了反种族主义。考虑到南非在 1995年克服的困难和他们今天面临的困难，这似乎是一个完美的领域，可以再次在青年中展开种族主义辩论。
# Letstalkcolor
案例简介：Execution So, on the 21st of March, for 24 hours, we converted our entire channel 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 was integrated into a ticker-tape on the television broadcast. 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. 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. Campaign Description So, on the 21st of March, for 24 hours, we converted our entire channel 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 was integrated into a ticker-tape on the television broadcast. 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. Relevancy MTV is one of the most powerful youth-focused media platforms. In South Africa and Africa, their content line-up consistently ranks among the most watched by the urban youth. By turning the entire broadcast into black and white for 24 hours and removing all paid advertising, the broadcast became the message. The custom content we created to fill the ad space and the 10" idents we created, along with social platforms and a ticker-tape that aggregated social comments, helped explain the idea and added depth to the initiative. Synopsis 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 facing new forms of intolerance. As a generation they are disconnected from the relevance of Human Rights Day: The Sharpeville Massacre in 1969. A day now adopted by the UN as Global Anti-Racism Day. MTV has embraced anti-racism globally, starting in January 2015 in the US. Considering what South Africa overcame in 1995 and what they are faced with today, it seemed the perfect territory to once again take up and ignite the racism debate among the youth.
#letstalkcolour
案例简介：执行 所以，在 3月21日的 24 小时里，我们把我们的整个渠道和社交平台变成了黑白。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。我们启用的对话被整合到电视广播的一盘磁带中。 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。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。 活动描述 所以，在 3月21日的 24 小时里，我们把我们的整个渠道和社交平台变成了黑白。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。我们启用的对话被整合到电视广播的一盘磁带中。 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。 相关性 MTV 是最强大的以青年为中心的媒体平台之一。在南非和非洲，他们的内容系列一直是最受城市青年关注的。通过将整个广播变成黑白 24 小时，删除所有付费广告，广播成为了信息。我们为填充广告空间而创建的自定义内容和我们创建的 10 个 "idents，以及社交平台和聚合社交评论的股票磁带, 帮助解释了这个想法，并增加了倡议的深度。 概要 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。诞生于民主南非的这一代人正面临着新形式的不容忍。作为一代人，他们与人权日的相关性脱节: 1969年的夏普维尔大屠杀。这一天现在被联合国定为全球反种族主义日。MTV 从 2015年1月在美国开始，在全球范围内接受了反种族主义。考虑到南非在 1995年克服的困难和他们今天面临的困难，这似乎是一个完美的领域，可以再次在青年中展开种族主义辩论。
#letstalkcolour
案例简介：Execution So, on the 21st of March, for 24 hours, we converted our entire channel 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 was integrated into a ticker-tape on the television broadcast. 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. 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. Campaign Description So, on the 21st of March, for 24 hours, we converted our entire channel 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 was integrated into a ticker-tape on the television broadcast. 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. Relevancy MTV is one of the most powerful youth-focused media platforms. In South Africa and Africa, their content line-up consistently ranks among the most watched by the urban youth. By turning the entire broadcast into black and white for 24 hours and removing all paid advertising, the broadcast became the message. The custom content we created to fill the ad space and the 10" idents we created, along with social platforms and a ticker-tape that aggregated social comments, helped explain the idea and added depth to the initiative. Synopsis 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 facing new forms of intolerance. As a generation they are disconnected from the relevance of Human Rights Day: The Sharpeville Massacre in 1969. A day now adopted by the UN as Global Anti-Racism Day. MTV has embraced anti-racism globally, starting in January 2015 in the US. Considering what South Africa overcame in 1995 and what they are faced with today, it seemed the perfect territory to once again take up and ignite the racism debate among the youth.
# Letstalkcolor
暂无简介
#letstalkcolour
暂无简介
基本信息
- 广告战役： #VIACOM-DM-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： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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