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青少年道路安全 '相机电话'
案例简介：青少年过马路前三思而后行的触发器 这则广告完全是用照相手机拍摄的，内容是一群朋友一起步行回家。像典型的青少年一样，他们聊天、大笑和捣乱。他们分心了，在过马路时没有看到一辆汽车靠近，其中一人被撞倒了。广告结束时，朋友们尖叫着跑到事故现场 -- 肩带: “每周 55 名青少年希望他们能充分关注道路。”。 上下文 问题 交通是英国青少年意外死亡的最大单一原因。 挑战 让青少年在过马路时更加注意。 哲学/解决方案 英国青少年痴迷于他们的手机，所以我们完全用照相手机拍摄了一部警示性的道路安全电影。 这部电影在互联网上播种了一周，没有品牌，然后在电视和电影上推出了全品牌版本。青少年认为病毒剪辑是真实的，并把它发送给他们的朋友。 该剪辑也直接通过手机发送给青少年，他们将剪辑传递给他们的朋友，以病毒的方式从一个电话发送到另一个电话。 结果 在第一周的 150 次点击中，这部电影是在线的 -- 对青少年来说，青少年的可信度是无价的。 研究表明，看过这部电影的 10 名青少年说，他们过马路时会更加注意。
青少年道路安全 '相机电话'
案例简介：A trigger for teenagers to think twice before crossing the road..... The advert, filmed entirely on a camera phone, features a group of friends walking home together. Like typical teenagers they are chatting, laughing and messing about. Distracted, they fail to see a car approaching as they cross the road and one of them is knocked down. The advert closes with the screams of friends running to the scene of the accident - the strapline: '55 teenagers a week wish they'd given the roads their full attention. Context PROBLEM Traffic is the biggest single cause of accidental death for teenagers in the UK. CHALLENGE To get teenagers to pay more attention when crossing the road. Philosophy/Solution UK teenagers are obsessed with their mobile phones so we shot a cautionary road safety film entirely on a camera phone. This film was seeded on the internet, without branding, for one week before a fully branded version launched on TV and cinema. Teenagers thought the viral clip was real and sent it on to their friends. The clip was also sent directly to teenagers on their mobile phone, they passed the clip on their friends, sending it from phone to phone, virally. Results 150 000 hits in the first week the film was online - Invaluable teenager to teenagers credibility. Research showed that 9 ou 10 teenagers who saw the film said they would pay more attention when crossing the road.
Teenage Road Safety 'Camera Phone'
案例简介：青少年过马路前三思而后行的触发器 这则广告完全是用照相手机拍摄的，内容是一群朋友一起步行回家。像典型的青少年一样，他们聊天、大笑和捣乱。他们分心了，在过马路时没有看到一辆汽车靠近，其中一人被撞倒了。广告结束时，朋友们尖叫着跑到事故现场 -- 肩带: “每周 55 名青少年希望他们能充分关注道路。”。 上下文 问题 交通是英国青少年意外死亡的最大单一原因。 挑战 让青少年在过马路时更加注意。 哲学/解决方案 英国青少年痴迷于他们的手机，所以我们完全用照相手机拍摄了一部警示性的道路安全电影。 这部电影在互联网上播种了一周，没有品牌，然后在电视和电影上推出了全品牌版本。青少年认为病毒剪辑是真实的，并把它发送给他们的朋友。 该剪辑也直接通过手机发送给青少年，他们将剪辑传递给他们的朋友，以病毒的方式从一个电话发送到另一个电话。 结果 在第一周的 150 次点击中，这部电影是在线的 -- 对青少年来说，青少年的可信度是无价的。 研究表明，看过这部电影的 10 名青少年说，他们过马路时会更加注意。
Teenage Road Safety 'Camera Phone'
案例简介：A trigger for teenagers to think twice before crossing the road..... The advert, filmed entirely on a camera phone, features a group of friends walking home together. Like typical teenagers they are chatting, laughing and messing about. Distracted, they fail to see a car approaching as they cross the road and one of them is knocked down. The advert closes with the screams of friends running to the scene of the accident - the strapline: '55 teenagers a week wish they'd given the roads their full attention. Context PROBLEM Traffic is the biggest single cause of accidental death for teenagers in the UK. CHALLENGE To get teenagers to pay more attention when crossing the road. Philosophy/Solution UK teenagers are obsessed with their mobile phones so we shot a cautionary road safety film entirely on a camera phone. This film was seeded on the internet, without branding, for one week before a fully branded version launched on TV and cinema. Teenagers thought the viral clip was real and sent it on to their friends. The clip was also sent directly to teenagers on their mobile phone, they passed the clip on their friends, sending it from phone to phone, virally. Results 150 000 hits in the first week the film was online - Invaluable teenager to teenagers credibility. Research showed that 9 ou 10 teenagers who saw the film said they would pay more attention when crossing the road.
青少年道路安全 '相机电话'
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Teenage Road Safety 'Camera Phone'
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基本信息
- 广告品牌： THINK! Road Safety
- 发布日期： 2005-08-20
- 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
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获得奖项：
- Cannes Lions 2006 金奖（Charities, public health & safety）
- Cannes Lions 2006 金奖（Public Health & Safety）
- Cannes Lions 2006 银奖（Alternative Media）
- Cannes Lions 2006 铜奖（Mobile Advertising, mobile phones, PDAs）
- Design and Art Direction 2006 黄铅笔（Digital Crafts / Direction）
- Design and Art Direction 2006 黄铅笔（Direct / Direct Mobile Phone Advertising）
- Design and Art Direction 2006 黄铅笔（Viral / Adaptation Of TV & Cinema Viral Films）
- Golden Drum International Advertising Festival 2006 金鼓（Interactive）
- 伦敦国际广告节 2006 优胜奖（Direction - Dialogue）
- Art Directors Club of Europe 2006 金奖（Film (Publ. Service and Charity)）
- Eurobest-TheEuropeanAdvertisingFestival 2006 铜奖（Public Health & Safety）
- British Arrows 2006 金奖（Public Service Advertising）
- British Arrows 2006 金奖（Best 30 seconds or less）
- British Arrows 2006 银奖（Commercials shown in cinema and on TV）
- British Television Advertising Craft Awards 2006 优胜奖（Best Stunts）
- The Creative Circle Awards 2006 金奖（Best Viral Version of a TV Commercial）
- The Creative Circle Awards 2006 金奖（Best Public Service Advertisement）
- The Creative Circle Awards 2006 铜奖（Best TV Commercial）
- The Kinsale Shark Awards 金奖（International TV: Public Service & Welfare）
- The Kinsale Shark Awards 银奖（Cinema）
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55 teenagers a week wish they'd given the road their full attention
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