The Self-Care Calendar for Festive Season Survival|海报/平面|广告营销案例【ADGuider广告指南】

节日生存的自理日历

案例简介：尽管电视广告和购物中心音乐可能会说些什么，但对于许多加拿大人来说，这肯定不是一年中最美好的时光。事实上，假期可能会在情感上、经济上甚至身体上造成负担。根据研究，59% 的人承认在假期期间感到悲伤，而55% 缺乏动力或精力，51% 说他们感到疲劳。随着每一天过去的12月，感觉快乐的压力似乎越来越大，很容易感到不知所措，忘记了满足感和幸福感的一些关键。多伦多代理商Hive创建了一个名为 “节日生存的自我护理日历” 的解决方案。然而，这种降临式的日历不是甜食，而是充满了鼓励和希望的信息，所有收益都将捐给加拿大精神卫生协会。日历在12月25日之前的每一天都有不同的消息，并打开门以显示诸如 “礼物上的存在”，“社交媒体，寂静的夜晚” 和 “在大厅里，无论如何” 之类的说明。语气很有趣，但是有一个潜在的信息，那就是在压力很大的时候不要让自己不知所措。 “自助日历” 在多伦多的Drake General Store商店的售价为20美元。它也可以在多伦多国王街西的Hive办公室买到，在该机构的窗口中通过广告牌风格的广告进行推广。该机构还向客户展示日历。

节日生存的自理日历

案例简介：Despite what the TV commercials and mall music might say, it's certainly not the most wonderful time of the year for many Canadians. In fact, the holidays can be emotionally, financially and even physically taxing. According to research, 59% of people admitted to feeling sad during the holiday, while 55% lacked motivation or energy and 51% said they were fatigued. With the pressure to feel merry seeming to increase with each passing December day, it can be easy to feel overwhelmed and forget some of the keys to contentment and wellbeing. Toronto agency The Hive has created a solution called "The Self-Care Calendar for Festive Season Survival." Rather than sweet treats, however, this advent-style calendar is filled with messages of encouragement and hope, with all proceeds going to the Canadian Mental Health Association. The calendar features a different message for each day leading up to Dec. 25, with doors opening to reveal instructions like "Give presence over presents," "Social media, silent night" and "Deck the halls with, ugh, whatever." The tone is playful, but there is an underlying message about the importance of not allowing yourself to be overwhelmed during a stressful time. "The Self-Care Calendar" is available for $20 at Toronto’s Drake General Store locations. It’s also available at The Hive's office on Toronto's King Street West, where it is being promoted with billboard-style ads in the agency's windows. The agency is also presenting the calendar to clients.