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微笑行动
案例简介：萨奇 & 萨奇在 “微笑行动” 活动中使用 “分散注意力的艺术” 开普敦，7月4日，2012 -- 萨奇 & 萨奇开普敦在一项新的广播和印刷运动中使用了 “分散注意力的艺术”，其中包括三个唇语儿童的插图和押韵, 一个非营利组织，为唇腭裂患者提供免费重建手术。 旨在争取公众对这项有价值的事业的支持，广播和印刷运动的重点是三个唇腭裂的孩子莎莉, 猫王和查理用三种巧妙的方式解决他们的裂缝问题。 萨米-简 · 托姆说: “这场运动的目的是让我们的观众注意到唇裂和唇裂的现实，但没有这种经常与这种原因联系在一起的震惊值，”。萨奇 & 萨奇开普敦创意总监。 “我们发现最有趣的方法是使用插图，将幻想和现实结合起来，这是基于人们会做有趣或奇怪的事情来转移注意力的普遍洞察力从他们自我意识的事情。分散人们对我们不希望他们看到的东西的注意力是普遍的，但是当我们看到孩子们这样做的方式时，这变得更加可爱和令人心碎。" 她说，竞选活动的执行涉及邀请图像和押韵叙事，让人想起儿童故事书中的那些。“为了分散你对他们畸形的注意力，莎莉有一只住在头发里的猴子，查理额头上有一个紫色的圆点，猫王有一个非常聪明的袜子木偶, ”她补充道。 汤姆说，将 “分散注意力的艺术” 翻译成广播是一个有趣的挑战，需要尽可能最好地使用媒体，这意味着用讲故事来点燃想象力。 “这个想法是告诉听众这个角色有唇裂，然后通过带他们去各种分心的旅程来分散他们对这个事实的注意力，” 她补充道。“广告的结尾提醒听众，在开始时提到了唇裂，并要求他们通过捐赠手术费用让每个人永久忘记唇裂。" “总的来说，这项运动基于强烈的洞察力，以热情迷人的方式进行，我们希望能在公众心中找到一席之地，” Thom 总结道。收听广播广告: http://www.saatchi.co.za/work/operation_smile/
微笑行动
案例简介：Saatchi & Saatchi Uses ‘Art of Distraction’ for Operation Smile Campaign Cape Town, 4th July, 2012 – Saatchi & Saatchi Cape Town uses ‘The Art of Distraction’ with illustrations and rhyme from three cleft-lipped children in a new radio and print campaign for Operation Smile South Africa, a non-profit organisation, that provides free reconstructive surgery for those with cleft lips and palates. Aimed at garnering public support for this worthwhile cause, the radio and print campaigns focus on three cleft-lipped children, Sally, Elvis and Charlie who tackle the problem of their clefts using various distractions in three ingenious ways. “The objective of the campaign was to bring the reality of cleft lips and palates to our audience’s attention but without the shock value so often attached to such causes,” says Sammy-Jane Thom, Creative Director at Saatchi & Saatchi Cape Town. “We found the most interesting way for us to do this was to use illustrations combining a sense of fantasy with reality based on the universal insight that people will do funny or strange things to divert attention away from the things that they are self-conscious about. Distracting people from things we don’t want them to see is universal, but it becomes all the more endearing and heart-breaking when we see the way children do this.” She says that the campaign execution involved inviting images and rhyming narrative reminiscent of those found in children’s storybooks. “In order to distract you from their deformities, Sally has a monkey that lives in her hair, Charlie has a purple dot on his forehead and Elvis owns a very clever sock puppet,” she adds. Thom says that translating ‘The Art of Distraction’ into radio presented an interesting challenge and the medium needed to be used as best as possible, which meant using storytelling to ignite the imagination. “The idea was to tell listeners that the character had a cleft lip and then to distract them from this fact by taking them on a journey of the various distractions,” she adds. “The end of the advert reminds listeners that the cleft lip was mentioned in the beginning and asks them to get everyone to forget cleft lips permanently by donating towards the operation costs.” “Overall, the campaign is based on a strong insight and executed in a warm and charming way that we hope finds a place in the public’s heart,” concludes Thom. To listen to the radio advert: http://www.saatchi.co.za/work/operation_smile/
Operation Smile
案例简介：萨奇 & 萨奇在 “微笑行动” 活动中使用 “分散注意力的艺术” 开普敦，7月4日，2012 -- 萨奇 & 萨奇开普敦在一项新的广播和印刷运动中使用了 “分散注意力的艺术”，其中包括三个唇语儿童的插图和押韵, 一个非营利组织，为唇腭裂患者提供免费重建手术。 旨在争取公众对这项有价值的事业的支持，广播和印刷运动的重点是三个唇腭裂的孩子莎莉, 猫王和查理用三种巧妙的方式解决他们的裂缝问题。 萨米-简 · 托姆说: “这场运动的目的是让我们的观众注意到唇裂和唇裂的现实，但没有这种经常与这种原因联系在一起的震惊值，”。萨奇 & 萨奇开普敦创意总监。 “我们发现最有趣的方法是使用插图，将幻想和现实结合起来，这是基于人们会做有趣或奇怪的事情来转移注意力的普遍洞察力从他们自我意识的事情。分散人们对我们不希望他们看到的东西的注意力是普遍的，但是当我们看到孩子们这样做的方式时，这变得更加可爱和令人心碎。" 她说，竞选活动的执行涉及邀请图像和押韵叙事，让人想起儿童故事书中的那些。“为了分散你对他们畸形的注意力，莎莉有一只住在头发里的猴子，查理额头上有一个紫色的圆点，猫王有一个非常聪明的袜子木偶, ”她补充道。 汤姆说，将 “分散注意力的艺术” 翻译成广播是一个有趣的挑战，需要尽可能最好地使用媒体，这意味着用讲故事来点燃想象力。 “这个想法是告诉听众这个角色有唇裂，然后通过带他们去各种分心的旅程来分散他们对这个事实的注意力，” 她补充道。“广告的结尾提醒听众，在开始时提到了唇裂，并要求他们通过捐赠手术费用让每个人永久忘记唇裂。" “总的来说，这项运动基于强烈的洞察力，以热情迷人的方式进行，我们希望能在公众心中找到一席之地，” Thom 总结道。收听广播广告: http://www.saatchi.co.za/work/operation_smile/
Operation Smile
案例简介：Saatchi & Saatchi Uses ‘Art of Distraction’ for Operation Smile Campaign Cape Town, 4th July, 2012 – Saatchi & Saatchi Cape Town uses ‘The Art of Distraction’ with illustrations and rhyme from three cleft-lipped children in a new radio and print campaign for Operation Smile South Africa, a non-profit organisation, that provides free reconstructive surgery for those with cleft lips and palates. Aimed at garnering public support for this worthwhile cause, the radio and print campaigns focus on three cleft-lipped children, Sally, Elvis and Charlie who tackle the problem of their clefts using various distractions in three ingenious ways. “The objective of the campaign was to bring the reality of cleft lips and palates to our audience’s attention but without the shock value so often attached to such causes,” says Sammy-Jane Thom, Creative Director at Saatchi & Saatchi Cape Town. “We found the most interesting way for us to do this was to use illustrations combining a sense of fantasy with reality based on the universal insight that people will do funny or strange things to divert attention away from the things that they are self-conscious about. Distracting people from things we don’t want them to see is universal, but it becomes all the more endearing and heart-breaking when we see the way children do this.” She says that the campaign execution involved inviting images and rhyming narrative reminiscent of those found in children’s storybooks. “In order to distract you from their deformities, Sally has a monkey that lives in her hair, Charlie has a purple dot on his forehead and Elvis owns a very clever sock puppet,” she adds. Thom says that translating ‘The Art of Distraction’ into radio presented an interesting challenge and the medium needed to be used as best as possible, which meant using storytelling to ignite the imagination. “The idea was to tell listeners that the character had a cleft lip and then to distract them from this fact by taking them on a journey of the various distractions,” she adds. “The end of the advert reminds listeners that the cleft lip was mentioned in the beginning and asks them to get everyone to forget cleft lips permanently by donating towards the operation costs.” “Overall, the campaign is based on a strong insight and executed in a warm and charming way that we hope finds a place in the public’s heart,” concludes Thom. To listen to the radio advert: http://www.saatchi.co.za/work/operation_smile/
微笑行动
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