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今日英雄

案例简介：为什么这项工作与体育娱乐狮子相关？ LaLiga (世界上最好的职业足球联赛) 发起的运动是基于一部有趣的短片。这是一部超级作品，邀请观众对体育中的种族主义感到不舒服。这部以纳粹德国为背景的短片在1936年柏林奥运会上饰演一名黑人运动员，但令人惊讶的是，从今天开始，所有对话都是种族主义的推文。这是谴责种族主义用户的一种强大的新方式: 使用有趣的短片…。同样是种族主义用户无意中创造的。描述创意体育是发表种族主义言论最多的环境，在足球界具有特殊的敌意和侵略性。在谴责这些种族主义用户时，LaLiga选择了最强大，最引人注目的方式: 将自己的推文转换为电影剧本，以制作纳粹德国的品牌内容。在内容中，我们看到了一名美国黑人运动员在1936年柏林奥运会上穿过街道的路线，因为他的肤色使他遭受了各种贬损的评论。直到文章结尾，当我们告知观众所看到的评论确实是现代的推文，并且这些品牌内容的目的是谴责这些用户的种族主义行为，这些用户通常不受惩罚，并且在社交媒体上没有引起注意。描述策略在短短一年多的时间里，发布了超过200万条种族主义推文，每3名黑人运动员中就有2名声称经历过种族主义，85% 的粉丝承认阅读或听到过这类评论。社交媒体上的种族主义如此普遍，以至于用户不受野蛮言论的影响。影响他们这个问题的唯一方法是使用一种不同的策略: 娱乐内容，反映他们的行为…… 使用他们自己的推文作为脚本。邀请我们思考其中一些不可接受的评论是如何被忽视的。目标具体是整个twitter社区和整个社会。描述执行情况品牌内容是在纳粹德国拍摄的2:51 “时长的短片。我们的主角是参加1936年柏林奥运会的非洲裔美国运动员。在整部电影中，我们看到运动员在柏林走来走去，我们观察看到他的人的反应。他们都发表了令人讨厌的评论: 售票员评论说他 “应该回到非洲”。坐在咖啡馆餐桌旁的一名妇女说，他们 “应该把所有的黑人都放在船上并沉没”。街头的一名男孩评论说，黑人运动员 “看起来像只猴子”。体育场附近有人大喊 “黑人正在破坏运动”。最后，我们的主角因侮辱而心碎地到达奥林匹克体育场。当文字向观众解释影片中的所有评论实际上都是现代对现代运动员的推文时，惊喜就来了。描述结果品牌内容获得了1.21亿的影响，它作为新闻在主要的6个国家电视频道中的5个频道上完整播出 (领导该项目的品牌是西班牙职业足球联赛LaLiga)创造了超过2,4500万欧元的盈利媒体，并撼动了社交媒体，以至于在推出后的周末，西班牙的种族主义言论有所下降。

今日英雄

案例简介：Why is this work relevant for Entertainment Lions for Sport? The campaign launched by LaLiga (The best professional football league in the world) is based on an entertaining short film. It’s a period super production that invites viewers to reflect uncomfortably about racism in sport. The short film set in Nazi Germany stars a black athlete in the 1936 Berlin Olympic Games, but surprisingly all of the dialogues are racist tweets from today. It’s a powerful new way to denounce racist users: using an entertaining short film … that the same racist users have unwittingly created. Describe the creative idea Sport is the context where the most racist comments are made, with special hostility and aggressiveness in the world of football. When it comes to denouncing these racist users, LaLiga chose the most powerful and striking way: transform their own tweets into a film script for a branded content piece set in Nazi Germany. In the content we see the route of an Afro-American sportsman through the streets in the 1936 Berlin Olympic Games, as he suffers all kinds of derogatory comments because of the colour of his skin. The surprise isn’t revealed until the end of the piece, when we inform that the comments viewers have seen are really modern day tweets and that the purpose of this branded content is to denounce the racist behaviour of these users who usually go unpunished and unnoticed on social media. Describe the strategy Over 2 million racist tweets were posted in just over 1 year, 2 out of every 3 black sportsmen and women claim to have experienced racism and 85% of fans admit to reading or hearing these types of comments. Racism on social media is so widespread that users are immune to the barbaric comments. The only way to impact them about the problem is to use a different strategy: entertaining content that reflects on their behaviour … using their own tweets as a script. An invitation to reflect on how some of these unacceptable comments go unnoticed. The target is specifically the whole twitter community and society in general. Describe the execution The branded content is a short film of 2:51” duration set in Nazi Germany.Our protagonist is an Afro-American athlete who is taking part in the 1936 berlin Olympic Games.During the whole film we see the sportsman walking around Berlin and we observe the reactions of people who see him. They all make nasty comments:a ticket clerk comments that he “should go back to Africa”.A woman sitting at a café table says they “should put all the blacks on a ship and sink it”. A boy in the street comments that the black sportsman “looks like a monkey”.Someone in the vicinity of the stadium shouts “blacks are destroying sport”. Finally our protagonist reaches the Olympic Stadium heartbroken by the insults.The surprise comes at the end when a text explains to viewers that all the comments in the film are actually tweets from the modern day against modern day athletes. Describe the outcome The branded content obtained 121 million impacts, it was broadcast in its entirety as a news item on 5 of the main 6 national TV channels (the brand leading the project is LaLiga, the Spanish Professional Football League) generating over 2,45 million Euros in earn media and shaking up social media to the point where there was a fall in racist comments in Spain the weekend following its launch.