Where the Streets Have no Name|短视频|广告营销案例【ADGuider广告指南】

那里的街道没有名字

案例简介：CCCP-麦肯尼加拉瓜创建 “街道没有名字的地方” 运动归还在 1972年地震中被摧毁的马那瓜市街道标志马那瓜，2017年5月23日: 自 1972年 150万级地震造成的破坏以来，拥有 6.2 人口的尼加拉瓜首都马那瓜一直缺乏街道标志系统。在过去的 45 年里，马那瓜的居民通过使用参考点来引导自己，比如树木、建筑，甚至指那些只存在于他们记忆中的地方, 强制所有游客和部分人口在城市走动时问路。马那瓜生活的这种独特和超现实的一面引起了全球超级乐队 U2 的主唱博诺 · 沃克斯的注意和启发, 在 1986年访问马那瓜后创作了热门歌曲《哪里的街道没有名字》。这首歌是 u2 1987 专辑《约书亚树》的开场曲目。尼加拉瓜最大的家电连锁店 El Gallo m á s Gallo 意识到它在该国经济中发挥的社会和经济作用, 与 CCCP-McCann 尼加拉瓜合作，发起了一场运动，回馈马那瓜的街道标志。该运动旨在重建公民、企业和社区团体的信心，并显示加洛与尼加拉瓜各地人民的关系。 “哪里的街道没有名字” 是一项雄心勃勃的综合运动，利用家庭、数字和社交媒体行动。这场运动的重点是马那瓜在物理世界和数字领域的 30 个最相关的地方, 在街道上添加街道标志，并通过用历史信息标记来识别这些位置。这一努力很快在社交媒体和媒体上获得了关注，媒体称赞加洛 · 马斯 · 加洛拯救了这座城市的一部分历史，让每个人的生活变得更加轻松。 “这样，我们不仅能够加强品牌和周围环境之间的联系，还能够创建一个信息平台，帮助马那瓜的居民和游客, CCCP-McCann 尼加拉瓜的创意总监威尔伯特 · 卡莫纳说: “同时也帮助后代更好地在城市导航。”。

那里的街道没有名字

案例简介：CCCP-McCann Nicaragua Creates “Where The Streets Have No Name” Campaign To Give Back City Of Managua Street Signs Destroyed in 1972 Earthquake Managua, May 23nd, 2017: Managua, Nicaragua’s capital city of 1.5 million people, has lacked a system of street signs since the devastation wrought by the 6.2 earthquake that struck in 1972. For the last 45 years, Managua’s residents have guided themselves by using reference points, such as trees, buildings and even referring to places that only exist in their memories, making it mandatory for all visitors and part of the population to ask for directions when walking around in the city. This unique and surreal aspect of Managua’s life caught the attention of, and inspired, Bono Vox, the lead singer of global supergroup U2, to compose the hit song “Where The Streets Have No Name” after visiting Managua in 1986. The song is the opening track from U2’s smash 1987 album “The Joshua Tree”. El Gallo Más Gallo, Nicaragua’s biggest home-appliance chain, aware of the social and economic role it plays in the country’s economy, has partnered with CCCP-McCann Nicaragua to create a campaign that has given back to Managua its street signs. The campaign is aimed at rebuilding the confidence of citizens, business and community groups and also serves to show Gallo’s proximity to people all across Nicaragua. “Where The streets Have No name” is an ambitious integrated campaign that uses out of home, digital and social media actions. The campaign has focused on Managua’s 30 most relevant locations in both the physical world and the digital realm, adding street signs to the streets and identifying these locations on Google Maps by tagging them with historical information. The effort promptly gained traction in social media and the press, which praised Gallo Más Gallo for rescuing a part of the city’s history and making life easier to everyone. “That way we were able not only to strengthen the link between the brand and its surroundings, but also created an information platform capable of helping both Managua’s inhabitants and its visitors, while also helping future generations to better navigate in the city,” says Wilbert Carmona, CCCP-McCann Nicaragua’s Creative Director.