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街道票价
案例简介：客户简报或目标 人们不喜欢看不愉快的事情: 我们的洞察力是用简单的观察技术发现的。我们注意到，每当人们看到令人不安的景象，让他们感到不舒服和无能为力时，他们会尽一切努力阻止他们的视线, 这通常包括俯视他们的脚。当他们在外面时，这意味着他们正低头看着街道。我们利用这种行为洞察力来战略性地指导我们如何以及在哪里吸引人们的注意力，并将他们从自满中唤醒。 执行 用街头艺术吸引人们对饥饿和无家可归者的注意: 我们意识到铺好的道路本身可以将走在街上的人和住在街上的人联系起来。我们的媒介是粉笔。我们的画布是街道: 我们用嘴描绘了垃圾、坑洼和其他碎片的面孔，展示了无家可归者的不卫生条件不仅令人不快 -- 令人深思。此外，街头艺术的坚韧不拔使我们的目标远远超过现实生活中的照片。我们的插图引起了人们对这个问题的注意，并吸引了人们。从纽约街道到全球足迹: 从 2014年到 2015年初，第一批图纸被翻译成公共汽车庇护所和电话亭海报然后在社交媒体上拍照和发布图像。粉笔套件发出，方便绘画出现在洛杉矶,费城、伦敦、米兰和悉尼 结果 说明饥饿和无家可归者的痛苦有助于产生重大成果: 产出/认识: 从 2014 年到 2015年，该运动利用各种媒体渠道产生了以下印象: 纽约公共汽车站和电话亭: 15,923,166 行动/商业影响: 截至 2014年12月,我们看到了以下大幅增长: 个人捐赠数量增加 63%，个人捐赠数量增加 25%，赠款增加 17%，志愿者申请增加 20%，提供的杂货增加 50%, 我们在十字路口社区为那些有需要的人提供 156,824 顿饭。 相关性 让这些东西变得无形、可见: 有时，仅仅思考那些生活在街上的人的困难会让人不知所措。他们的存在创造了一种辞职的感觉，所以通常更容易把目光移开并继续前进。但不一定要这样。这项运动试图让所有城市居民意识到饥饿和无家可归者的需求。然后，它鼓励他们自愿，或向十字路口社区捐款，这是一个总部设在纽约的组织，为有需要的人提供膳食和食品杂货, 并致力于帮助纽约人克服贫困的障碍。 机密信息 汤厨房政策: 十字路口社区的愿望是永远不要拒绝任何需要一顿饭的人。它需要增加捐赠，以增加提供的食物数量和种类。扩大食品储藏室的容量: 由于在杂货店货架上购物耗时，食品储藏室必须遵守预定的约会。随着捐赠和志愿者支持的增加，十字路口社区能够扩大约会数量，从而养活更多的家庭和个人。
街道票价
案例简介：Client Brief Or Objective People Don’t Like to Look at Unpleasant Things:Our insight was uncovered using simple observational techniques. We noticed whenever people come across a disturbing sight that makes them feel uncomfortable and powerless, they do whatever they can to block the offenses from their line of vision, which usually involves looking down at their feet. When they are outside, this means they are looking down at the street. We used this behavioral insight to strategically guide us as to how and where to capture people’s attention and wake them up from their complacency. Execution Drawing Attention to the Hungry and Homeless With Street Art: We realized the paved roads themselves could connect people walking on the street with those living on it.Our Medium Was Chalk. Our Canvas Was the Street:We illustrated faces with mouths as garbage, potholes, and other debris, demonstrating the unsanitary conditions for the homeless isn’t only unpleasant—it’s thought provoking. Plus, the grittiness of the street art engaged our target far greater than real-life photos ever could. Our illustrations drew attention to the problem and drew people in.From NYC Streets to Global Footprint:•First drawings translated into bus shelter and phone kiosk posters running from 2014 through early 2015•Events held invited adults and children to draw, then photograph and post images on social media •Chalk kits sent out, facilitated drawings to appear in Los Angeles, Philadelphia, London, Milan, and Sydney Outcome Illustrating the Suffering of the Hungry and Homeless Helped Produce Significant Results:Output/Awareness:From 2014 through 2015, the campaign utilized various media channels that created the following impressions:NYC Bus Shelters & Phone Kiosks: 15,923,166 Action/Business Impact:As of December 2014, we saw the following substantial increases:63% increase in the number of individual donations25% increase in the amount of individual donations17% increase in grants awarded20% increase in volunteer applicants50% increase in groceries providedIn total, we served 156,824 meals to those in need at Crossroads Community. Relevancy Making the Invisible, Visible:Sometimes, just thinking about the hardships of those living on the street can be overwhelming. Their ever-presence creates a feeling of resignation, so it’s often easier to look away and move on.But it doesn’t have to be that way. This campaign attempts to awaken all urban dwellers to the needs of the hungry and homeless. It then encourages them to volunteer, or give donations to Crossroads Community, a New York–based organization providing meals and groceries to those in need, and committed to helping New Yorkers overcome the obstacles of poverty. Confidential Information Soup Kitchen Policy:It is the desire of Crossroads Community to never turn anyone away in need of a meal. It requires increased donations to also increase the serving amount and variety of food offered. Expanding Food Pantry Capacity:Due to the time-consuming nature of shopping the grocery shelves, the food pantry offerings must adhere to scheduled appointments. With increased donations and volunteer support, Crossroads Community is able to expand the number of appointments—resulting in feeding more families and individuals.
Street Fare
案例简介：客户简报或目标 人们不喜欢看不愉快的事情: 我们的洞察力是用简单的观察技术发现的。我们注意到，每当人们看到令人不安的景象，让他们感到不舒服和无能为力时，他们会尽一切努力阻止他们的视线, 这通常包括俯视他们的脚。当他们在外面时，这意味着他们正低头看着街道。我们利用这种行为洞察力来战略性地指导我们如何以及在哪里吸引人们的注意力，并将他们从自满中唤醒。 执行 用街头艺术吸引人们对饥饿和无家可归者的注意: 我们意识到铺好的道路本身可以将走在街上的人和住在街上的人联系起来。我们的媒介是粉笔。我们的画布是街道: 我们用嘴描绘了垃圾、坑洼和其他碎片的面孔，展示了无家可归者的不卫生条件不仅令人不快 -- 令人深思。此外，街头艺术的坚韧不拔使我们的目标远远超过现实生活中的照片。我们的插图引起了人们对这个问题的注意，并吸引了人们。从纽约街道到全球足迹: 从 2014年到 2015年初，第一批图纸被翻译成公共汽车庇护所和电话亭海报然后在社交媒体上拍照和发布图像。粉笔套件发出，方便绘画出现在洛杉矶,费城、伦敦、米兰和悉尼 结果 说明饥饿和无家可归者的痛苦有助于产生重大成果: 产出/认识: 从 2014 年到 2015年，该运动利用各种媒体渠道产生了以下印象: 纽约公共汽车站和电话亭: 15,923,166 行动/商业影响: 截至 2014年12月,我们看到了以下大幅增长: 个人捐赠数量增加 63%，个人捐赠数量增加 25%，赠款增加 17%，志愿者申请增加 20%，提供的杂货增加 50%, 我们在十字路口社区为那些有需要的人提供 156,824 顿饭。 相关性 让这些东西变得无形、可见: 有时，仅仅思考那些生活在街上的人的困难会让人不知所措。他们的存在创造了一种辞职的感觉，所以通常更容易把目光移开并继续前进。但不一定要这样。这项运动试图让所有城市居民意识到饥饿和无家可归者的需求。然后，它鼓励他们自愿，或向十字路口社区捐款，这是一个总部设在纽约的组织，为有需要的人提供膳食和食品杂货, 并致力于帮助纽约人克服贫困的障碍。 机密信息 汤厨房政策: 十字路口社区的愿望是永远不要拒绝任何需要一顿饭的人。它需要增加捐赠，以增加提供的食物数量和种类。扩大食品储藏室的容量: 由于在杂货店货架上购物耗时，食品储藏室必须遵守预定的约会。随着捐赠和志愿者支持的增加，十字路口社区能够扩大约会数量，从而养活更多的家庭和个人。
Street Fare
案例简介：Client Brief Or Objective People Don’t Like to Look at Unpleasant Things:Our insight was uncovered using simple observational techniques. We noticed whenever people come across a disturbing sight that makes them feel uncomfortable and powerless, they do whatever they can to block the offenses from their line of vision, which usually involves looking down at their feet. When they are outside, this means they are looking down at the street. We used this behavioral insight to strategically guide us as to how and where to capture people’s attention and wake them up from their complacency. Execution Drawing Attention to the Hungry and Homeless With Street Art: We realized the paved roads themselves could connect people walking on the street with those living on it.Our Medium Was Chalk. Our Canvas Was the Street:We illustrated faces with mouths as garbage, potholes, and other debris, demonstrating the unsanitary conditions for the homeless isn’t only unpleasant—it’s thought provoking. Plus, the grittiness of the street art engaged our target far greater than real-life photos ever could. Our illustrations drew attention to the problem and drew people in.From NYC Streets to Global Footprint:•First drawings translated into bus shelter and phone kiosk posters running from 2014 through early 2015•Events held invited adults and children to draw, then photograph and post images on social media •Chalk kits sent out, facilitated drawings to appear in Los Angeles, Philadelphia, London, Milan, and Sydney Outcome Illustrating the Suffering of the Hungry and Homeless Helped Produce Significant Results:Output/Awareness:From 2014 through 2015, the campaign utilized various media channels that created the following impressions:NYC Bus Shelters & Phone Kiosks: 15,923,166 Action/Business Impact:As of December 2014, we saw the following substantial increases:63% increase in the number of individual donations25% increase in the amount of individual donations17% increase in grants awarded20% increase in volunteer applicants50% increase in groceries providedIn total, we served 156,824 meals to those in need at Crossroads Community. Relevancy Making the Invisible, Visible:Sometimes, just thinking about the hardships of those living on the street can be overwhelming. Their ever-presence creates a feeling of resignation, so it’s often easier to look away and move on.But it doesn’t have to be that way. This campaign attempts to awaken all urban dwellers to the needs of the hungry and homeless. It then encourages them to volunteer, or give donations to Crossroads Community, a New York–based organization providing meals and groceries to those in need, and committed to helping New Yorkers overcome the obstacles of poverty. Confidential Information Soup Kitchen Policy:It is the desire of Crossroads Community to never turn anyone away in need of a meal. It requires increased donations to also increase the serving amount and variety of food offered. Expanding Food Pantry Capacity:Due to the time-consuming nature of shopping the grocery shelves, the food pantry offerings must adhere to scheduled appointments. With increased donations and volunteer support, Crossroads Community is able to expand the number of appointments—resulting in feeding more families and individuals.
街道票价
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Street Fare
暂无简介
基本信息
- 广告战役： #Crossroads Community-平面-07b6#
- 广告品牌： Crossroads Community
- 发布日期： 2014-01-01
- 行业领域： 公益慈善 , 公共事业
- 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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