The Barbershop Girls: Shaving stereotypes|微电影|广告营销案例【ADGuider广告指南】

理发店女孩: 剃须刻板印象

案例简介：为什么这项工作与音乐娱乐狮子相关？随着我们所处时代的发展，音乐有助于塑造文化。一种需要改变的音乐传统是 “sohar”，这是一种具有数百年历史的民间音乐风格，其根源于印度的神话经文。为庆祝男孩的出生而演唱，这种古老的习俗已从一代传给另一代，进一步延续了性别陈规定型观念。因此，当吉列决定展示两个姐妹的真实故事时，他们剃光了这些古老的刻板印象，他们也希望音乐预示着改变。背景作为领先的男性品牌，吉列 (Gillette) 有责任加强并积极参与打破性别陈规定型观念并对文化产生积极影响。他们激发男人最好的新哲学与来自印度农村的两个姐妹的真实故事有了共同点，他们通过担任理发师来接受性别定型观念。我们相信他们的举动也挑战了一些古老的习俗，例如唱歌 “sohar”。虽然女孩们做了不可思议的事情，但我们想改变这种根深蒂固的音乐传统，这些传统从一代传给另一代。因为明天的男人看着我们为他们树立的榜样长大。描述创意我们有机会重新采用古老的演唱 “sohar” 的做法，因为它在我们的故事背景下引起了强烈共鸣。因此，我们对 “sohar” 进行了新的演绎，并在歌曲的歌词中增加了相关的变化。歌词敦促观众以同样的热情为一个女孩的诞生而欢欣鼓舞，因为即使她也可以为家庭带来荣耀。为电影的整体信息增加了更多含义。描述策略音乐是记录一个地方文化的装置。这样做不仅反映了文化，而且传播了文化。孩子们有令人印象深刻的头脑。即使是最微妙的信息，他们也很快就会收到。他们不仅从他们看到的东西中学习，还从他们听的东西中学习。您经常会发现年幼的孩子在不完全意识到歌曲中的偏见的情况下背诵歌词。因此，吉列认为有必要以一种更加负责任的方式利用音乐的力量来重塑我们文化中存在的古老观念。但更重要的是，阻止这些观念影响下一代。描述执行情况我们首先研究了传统 “sohar” 的不同版本，以确定歌词和民间音乐风格中使用的常见用语。然后，在当地作词家的帮助下，我们开始制作 “sohar” 版本，该版本具有相关的特色。我们重写了歌词，并将这首歌命名为 “新索哈尔”。它是使用反映时代变化的传统和当代音乐元素组成的。在影片中放映并收集了5000万多个观看次数之后，我们在SoundCloud等音乐流媒体平台上上传了 “new sohara”，引起了音乐界知名人士的注意，他们对此表示赞赏。目的是让新的 “sohar” 也同样热情地庆祝一个女孩的出生。描述结果在短短2周内，社交媒体上获得了超过5000万的观看次数和近4200万次对话 # shavingasething导致了印度无与伦比的对话。随着超过99% 的评论是积极的，数字媒体内外对理发店女孩的支持倾泻。品牌对话增加了700% 以上。该活动获得了2.8亿卢比的公关印象，价值113亿卢比。人们对 “sohar” 的新演绎背后的意图表示赞赏，其中包括音乐界的许多艺术家。许多人称其为文化里程碑，并认为万物音乐不应有任何偏见。随着成千上万的评论呼应了类似的观点，公众需求的曲目终于在各种音频流平台上提供了。实际上，这些女孩还被邀请到印度最大的广播电台之一-Red FM，在那里他们分享了更多的故事。

理发店女孩: 剃须刻板印象

案例简介：Why is this work relevant for Entertainment Lions for Music? Music contributes to shaping culture as it evolves with the times we’re living in. One such musical tradition that needed to change was the ’Sohar’, a folk music style that is centuries- old and finds its roots in the mythological scriptures of India. Sung to celebrate the birth of a boy, this ancient custom has been passed down from one generation to the other, further perpetuating gender stereotypes. So when Gillette decided to present the true story of two sisters who shaved these age-old stereotypes, they also wanted the music to signal a change. Background As the leading men’s brand, Gillette felt the responsibility to step up and take an active part in breaking gender stereotypes and creating a positive influence on culture. Their new philosophy of inspiring the best in men found common ground with the true story of two sisters from rural India who took on gender stereotypes by working as barbers. We believed their action also challenged several age-old customs, like singing the ‘Sohar.’ While the girls did the unthinkable, we wanted to change such deep-rooted musical traditions that are passed down from one generation to the other. Because the men of tomorrow grow up watching the examples we set for them. Describe the creative idea We had an opportunity to re-appropriate the age-old practice of singing the ‘Sohar’ as it resonated strongly with the backdrop of our story. We thus composed a new rendition of the ‘Sohar’ and also added a relevant twist to the lyrics of the song. The lyrics urge the viewer to rejoice the birth of a girl with equal fervour, for even she can bring glory to the family. Adding more meaning to the overall message of the film. Describe the strategy Music is a device that records the culture of a place. And in doing so, it not only mirrors culture but also propagates it. Children have impressionable minds. They’re quick to pick up on even the subtlest of messages. They learn from not only what they see, but also from what they listen to. You often find young children memorizing lyrics to a song without fully realizing the biases in them. Hence Gillette felt that it was necessary to use the power of music in a much more responsible way to reshape the archaic notions present in our culture. But more importantly, to stop these notions from influencing the next generation. Describe the execution We first studied different versions of the traditional ‘Sohar’ in order to identify the common phraseology used in the lyrics and the style of folk music. Then with the help of a local lyricist, we began working on our version of the ‘Sohar’, which featured a relevant twist. We rewrote the lyrics and christened the song as the ‘New Sohar’. It was composed using traditional and contemporary musical elements reflecting the changing times. After featuring in the film and gathering over 50 million views, we uploaded the ‘New Sohar’ on music streaming platforms like SoundCloud which caught the attention of prominent figures from the music industry, who applauded this endeavour. The aim was to have the new ‘Sohar’ celebrate the birth of a girl too, with equal fervour. Describe the outcome Garnering over 50 Mn views and close to 42 Mn conversations across social media in just 2 WEEKS #ShavingStereotypes caused a conversation unparalleled in India. With over 99% of the comments being positive, there was an outpour of support for the Barbershop Girls, within and outside digital media. Brand conversations went up by over 700%. The campaign earned 2.8 Bn PR impressions worth INR 113 Mn. People applauded the intent behind this new rendition of the ‘Sohar’, including many artists from the music fraternity. Many called it a cultural milestone, and felt that music of all things, shouldn’t hold any biases. With thousands of comments that echoed similar sentiments, the track on public demand, was finally made available on various audio streaming platforms. In fact, the girls were also invited to one of India’s biggest radio stations – Red FM, where they shared some more light into their story.