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不够聪明
案例简介：广告公司 Spawn Ideas 为安克雷奇联合之路推出了最新版本的 90x2020 倡议，该倡议为期多年, 整合营销活动旨在筹集资金，该组织将利用这些资金到 2020年将当地高中毕业率提高到 90%。 “超越标签” 是 2019 运动的标语,它的目标是电视、印刷、广播和数字媒体，向人们展示阻碍学生接受教育的各种障碍。 “战略想法是给安克雷奇一个他们可以支持的故事，并将它们纳入解决方案，” Spawn Ideas 的 Kaylee Devine 说。“很多时候，人们会把那些逃学或表现不佳的孩子视为坏或懒惰，而事实是我们不知道他们正在经历什么。他们可能不得不照顾年幼的兄弟姐妹，或者可能没有足够的食物，也不能集中精力做好。 “超越标签” 的目标是讲述为那些在学校生活困难的学生创造同情的故事，并希望研究表明，向联合道路项目捐款可以帮助他们毕业。迄今为止，该倡议取得了成功: 2005年开始实施时，毕业率为 59.6% [，而全国平均水平为 73%]。在 2019 年，它已经上升到 81.6%。在一个电视广告中，设置在一个教室里，摄像机聚焦在一个学生身上，他用死眼釉直视前方。“我不够聪明，” 屏幕上写着。然而，当相机平开时，额外的文本出现，使得图片 -- 以及孩子的话 -- 变得更好。“这并不是说 I'M 不聪明，” 年轻人解释道。“当我没有足够的食物时，我就无法思考。在《我讨厌学校》中，我们了解到一个十几岁的女孩实际上讨厌的是被其他学生取笑穿脏衣服上课。“每个孩子的故事都有更多，” 一名女性叙述者说，然后引导观众去 90by2020.org 网站了解更多关于他们如何帮助安克雷奇学生毕业的信息。平面广告使用类似的策略，并以青少年为特色，带有耸人听闻的标签，比如 “我是一个迷失的事业” 或 “我只是懒惰”。 ”然而,当我们仔细观察并在字里行间阅读时，我们会看到更小的文本，有助于讲述更完整的故事。该运动在阿拉斯加安克雷奇以付费媒体 (广播、电视、数字) 和公益广告 (电视) 的形式开展。公益广告将持续到整个 2019 春季。谷歌广告词增强了数字购买，并在当地报纸网站 ADN.com 有强大的影响力。
不够聪明
案例简介：Advertising agency Spawn Ideas has launched the latest edition of its 90x2020 initiative for the United Way of Anchorage, a multi-year, integrated-marketing campaign that aims to raise funds that the organization will use to increase the local high school graduation rate to 90% by 2020.“Look Beyond the Labels” is the tagline for the 2019 campaign, which is targeting TV, print, radio and digital media to show people the various barriers that keep students from getting an education.“The strategic idea was to give Anchorage a story they could root for and include them in the solution,” said Kaylee Devine at Spawn Ideas. “So many times, people look at kids who skip school or who do poorly as bad or lazy, when the truth is we don't know what they're going through. They might have to take care of younger siblings or maybe don't get enough to eat and can't concentrate enough to do well.”The objective of “Look Beyond the Labels” is to tell stories that create empathy for students who are having trouble staying in school and, it is hoped, to generate donations to United Way programs that research has shown can help them graduate. The initiative has been successful thus far: When it began in 2005, the graduation rate was 59.6% [compared with the national average of 73%]. It has risen to 81.6% in 2019.In one TV ad, set in a classroom, the camera focuses on a student who stares straight ahead with a dead-eyed glaze. “I’M NOT SMART ENOUGH,” the screen reads. However, as the camera pans back, additional text appears, making the picture—and the kid’s words—come into better focus. “It’s not that I’M NOT SMART,” the young man explains. “I just can’t think when I don’t get ENOUGH to eat.”In “I HATE SCHOOL,” we learn that what a teenage girl actually loathes is getting teased by other students about wearing dirty clothes to class. “There’s more to every kid’s story,” a female narrator says, before directing viewers to the 90by2020.org website to learn more about how they can help Anchorage students graduate.Print ads use a similar tack and feature teens with sensational labels like, “I’M A LOST CAUSE” or “I’M JUST LAZY.” However, when we look closer and read between the lines, we see smaller text that helps tell a more complete story.The campaign is running as both paid media (radio, TV, digital) and PSAs (TV) in Anchorage, Alaska. PSAs will continue throughout spring 2019. The digital buy was enhanced with Google AdWords and had a strong presence at local newspaper site ADN.com.
Not Smart Enough
案例简介：广告公司 Spawn Ideas 为安克雷奇联合之路推出了最新版本的 90x2020 倡议，该倡议为期多年, 整合营销活动旨在筹集资金，该组织将利用这些资金到 2020年将当地高中毕业率提高到 90%。 “超越标签” 是 2019 运动的标语,它的目标是电视、印刷、广播和数字媒体，向人们展示阻碍学生接受教育的各种障碍。 “战略想法是给安克雷奇一个他们可以支持的故事，并将它们纳入解决方案，” Spawn Ideas 的 Kaylee Devine 说。“很多时候，人们会把那些逃学或表现不佳的孩子视为坏或懒惰，而事实是我们不知道他们正在经历什么。他们可能不得不照顾年幼的兄弟姐妹，或者可能没有足够的食物，也不能集中精力做好。 “超越标签” 的目标是讲述为那些在学校生活困难的学生创造同情的故事，并希望研究表明，向联合道路项目捐款可以帮助他们毕业。迄今为止，该倡议取得了成功: 2005年开始实施时，毕业率为 59.6% [，而全国平均水平为 73%]。在 2019 年，它已经上升到 81.6%。在一个电视广告中，设置在一个教室里，摄像机聚焦在一个学生身上，他用死眼釉直视前方。“我不够聪明，” 屏幕上写着。然而，当相机平开时，额外的文本出现，使得图片 -- 以及孩子的话 -- 变得更好。“这并不是说 I'M 不聪明，” 年轻人解释道。“当我没有足够的食物时，我就无法思考。在《我讨厌学校》中，我们了解到一个十几岁的女孩实际上讨厌的是被其他学生取笑穿脏衣服上课。“每个孩子的故事都有更多，” 一名女性叙述者说，然后引导观众去 90by2020.org 网站了解更多关于他们如何帮助安克雷奇学生毕业的信息。平面广告使用类似的策略，并以青少年为特色，带有耸人听闻的标签，比如 “我是一个迷失的事业” 或 “我只是懒惰”。 ”然而,当我们仔细观察并在字里行间阅读时，我们会看到更小的文本，有助于讲述更完整的故事。该运动在阿拉斯加安克雷奇以付费媒体 (广播、电视、数字) 和公益广告 (电视) 的形式开展。公益广告将持续到整个 2019 春季。谷歌广告词增强了数字购买，并在当地报纸网站 ADN.com 有强大的影响力。
Not Smart Enough
案例简介：Advertising agency Spawn Ideas has launched the latest edition of its 90x2020 initiative for the United Way of Anchorage, a multi-year, integrated-marketing campaign that aims to raise funds that the organization will use to increase the local high school graduation rate to 90% by 2020.“Look Beyond the Labels” is the tagline for the 2019 campaign, which is targeting TV, print, radio and digital media to show people the various barriers that keep students from getting an education.“The strategic idea was to give Anchorage a story they could root for and include them in the solution,” said Kaylee Devine at Spawn Ideas. “So many times, people look at kids who skip school or who do poorly as bad or lazy, when the truth is we don't know what they're going through. They might have to take care of younger siblings or maybe don't get enough to eat and can't concentrate enough to do well.”The objective of “Look Beyond the Labels” is to tell stories that create empathy for students who are having trouble staying in school and, it is hoped, to generate donations to United Way programs that research has shown can help them graduate. The initiative has been successful thus far: When it began in 2005, the graduation rate was 59.6% [compared with the national average of 73%]. It has risen to 81.6% in 2019.In one TV ad, set in a classroom, the camera focuses on a student who stares straight ahead with a dead-eyed glaze. “I’M NOT SMART ENOUGH,” the screen reads. However, as the camera pans back, additional text appears, making the picture—and the kid’s words—come into better focus. “It’s not that I’M NOT SMART,” the young man explains. “I just can’t think when I don’t get ENOUGH to eat.”In “I HATE SCHOOL,” we learn that what a teenage girl actually loathes is getting teased by other students about wearing dirty clothes to class. “There’s more to every kid’s story,” a female narrator says, before directing viewers to the 90by2020.org website to learn more about how they can help Anchorage students graduate.Print ads use a similar tack and feature teens with sensational labels like, “I’M A LOST CAUSE” or “I’M JUST LAZY.” However, when we look closer and read between the lines, we see smaller text that helps tell a more complete story.The campaign is running as both paid media (radio, TV, digital) and PSAs (TV) in Anchorage, Alaska. PSAs will continue throughout spring 2019. The digital buy was enhanced with Google AdWords and had a strong presence at local newspaper site ADN.com.
不够聪明
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Not Smart Enough
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基本信息
- 广告战役： #Look Past The Labels#
- 广告品牌： United Way of Anchorage
- 发布日期： 2019-04-01
- 行业领域： 其他
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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