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停战日
案例简介：写一份关于数字或环境执行或活动中发生的事情的简短摘要。 在11月9日星期五的晚上高峰时段，我们接管了皮卡迪利广场的广告屏幕 -- 100年前，当伦敦人听说第一次世界大战终于结束时，他们自发聚集在这里。 在一个小时的时间里，我们用行军靴的景象和声音填满了通常无声的屏幕 -- 每对代表一名死去的士兵。当他们走过屏幕时，一个柜台显示死亡人数在增加。 对于新一代人来说，这些镜头无情、重复的性质让他们明白了冲突的可怕程度。在关键时刻，我们还讲述了在战争中服役的人的真实故事。 当最后一双靴子离开屏幕，代表着1,119、19第3的英国和英联邦士兵被杀时，屏幕褪色成黑色，一个孤独的号手吹响了皮卡迪利广场的最后一个帖子。 陪审团的文化/背景信息 第一次世界大战是人类历史上最血腥的冲突之一。但是，随着时间的推移，死亡的规模变得更加抽象和难以想象 -- 尤其是对从未真正了解战争的英国年轻一代来说。 《和平宣言》 -- 停战 -- 每年在英国最接近11月11日的周末被标记出来。2018是停战一百周年，全国各地发生了许多事件。 数以百万计的服务人员通过威斯敏斯特伦敦途中之间的战争1914-18，威斯敏斯特市议会想纪念百年敏感但有影响力.威斯敏斯特的皮卡迪利广场是伦敦人1918年聚集在一起庆祝和平的地方。所以100年后，我们用这个位置来提醒人们像他们这样的普通人所做的牺牲，感觉是对的。 告诉陪审团作品的动画/互动/动态部分。 这是著名的皮卡迪利银幕第一次被完全接管 -- 一个真正的世界第一，阻止了普通伦敦人的到来。 这也是屏幕第一次与声音一起使用。我们在皮卡迪利广场周围建立了一个复杂的临时音响系统来实现这一点，行进的靴子的声音通过地铁站回响，从周围的街道吸引人们进来。 我们的行军靴被11个在战争中服役的人的个人故事打断，这些故事来自威斯敏斯特档案馆，以该地区的人或与该地区有密切联系的人为特色。 随着时间接近尾声，我们使用了几乎完全黑屏的力量 (这些屏幕通常显示ads 24/7的马赛克) 促进两分钟的沉默 -- 以号手在一个怪异的皮卡迪利大街上的最后一篇文章的声音结束。
停战日
案例简介：Write a short summary of what happens in the digital or ambient execution or campaign. During evening rush hour on Friday 9th November, we took over the advertising screens at Piccadilly Circus –a place where Londoners had spontaneously gathered 100 years ago when they heard the First World War was finally over. For one hour we filled the normally silent screens with the sights and sounds of marching boots – each pair representing a soldier who died. As they marched through the screen, a counter showed the death toll increasing. The relentless, repetitive nature of the footage brought home, for a new generation, the horrific scale of the conflict. At key points in the hour we also told the real human stories of people who served in the war. As the last pair of boots marched off screen, representing the 1,119,193rd British and Commonwealth soldier to be killed, the screens faded to black, and a lone bugler sounded the last post across Piccadilly Circus. Cultural/Context information for the jury The First World War was one of the bloodiest conflicts in human history. But, with every passing year, the scale of death feels more abstract and unimaginable – especially to younger generations in Britain who have never really known war. The declaration of peace – the Armistice – is marked in Britain each year on the weekend closest to 11th November. 2018 was the centenary of the Armistice with lots of events taking place across the country. As millions of service people passed through Westminster in London on their way to war between 1914-18, Westminster City Council wanted to mark the centenary in a sensitive but impactful way. Piccadilly Circus – in Westminster – was a place Londoners gathered in 1918 to celebrate peace. So it felt right that we use this location 100 years later to remind people of the sacrifices made by ordinary people like them. Tell the jury about the animated/interactive/dynamic component of the work. This was the first time that the famous Piccadilly screens had been taken over in their entirety – a genuine world first that stopped ordinary Londoners passing by. This was also the first time the screens had been used with sound. We set up a complex temporary sound system around Piccadilly Circus to achieve this, with the sound of marching boots echoing down through the Underground station and drawing people in from surrounding streets. Our marching boots were punctuated by 11 personal stories of people who served in the war, drawn from the Westminster archives, and featuring people from, or with strong connections to, the area. As the hour drew to a close, we used the power of an almost totally black screen (these screens usually display a mosaic of ads 24/7) to promote a two-minute silence –ending with a bugler sounding the last post across an eerily still Piccadilly.
Armistice Day
案例简介：写一份关于数字或环境执行或活动中发生的事情的简短摘要。 在11月9日星期五的晚上高峰时段，我们接管了皮卡迪利广场的广告屏幕 -- 100年前，当伦敦人听说第一次世界大战终于结束时，他们自发聚集在这里。 在一个小时的时间里，我们用行军靴的景象和声音填满了通常无声的屏幕 -- 每对代表一名死去的士兵。当他们走过屏幕时，一个柜台显示死亡人数在增加。 对于新一代人来说，这些镜头无情、重复的性质让他们明白了冲突的可怕程度。在关键时刻，我们还讲述了在战争中服役的人的真实故事。 当最后一双靴子离开屏幕，代表着1,119、19第3的英国和英联邦士兵被杀时，屏幕褪色成黑色，一个孤独的号手吹响了皮卡迪利广场的最后一个帖子。 陪审团的文化/背景信息 第一次世界大战是人类历史上最血腥的冲突之一。但是，随着时间的推移，死亡的规模变得更加抽象和难以想象 -- 尤其是对从未真正了解战争的英国年轻一代来说。 《和平宣言》 -- 停战 -- 每年在英国最接近11月11日的周末被标记出来。2018是停战一百周年，全国各地发生了许多事件。 数以百万计的服务人员通过威斯敏斯特伦敦途中之间的战争1914-18，威斯敏斯特市议会想纪念百年敏感但有影响力.威斯敏斯特的皮卡迪利广场是伦敦人1918年聚集在一起庆祝和平的地方。所以100年后，我们用这个位置来提醒人们像他们这样的普通人所做的牺牲，感觉是对的。 告诉陪审团作品的动画/互动/动态部分。 这是著名的皮卡迪利银幕第一次被完全接管 -- 一个真正的世界第一，阻止了普通伦敦人的到来。 这也是屏幕第一次与声音一起使用。我们在皮卡迪利广场周围建立了一个复杂的临时音响系统来实现这一点，行进的靴子的声音通过地铁站回响，从周围的街道吸引人们进来。 我们的行军靴被11个在战争中服役的人的个人故事打断，这些故事来自威斯敏斯特档案馆，以该地区的人或与该地区有密切联系的人为特色。 随着时间接近尾声，我们使用了几乎完全黑屏的力量 (这些屏幕通常显示ads 24/7的马赛克) 促进两分钟的沉默 -- 以号手在一个怪异的皮卡迪利大街上的最后一篇文章的声音结束。
Armistice Day
案例简介：Write a short summary of what happens in the digital or ambient execution or campaign. During evening rush hour on Friday 9th November, we took over the advertising screens at Piccadilly Circus –a place where Londoners had spontaneously gathered 100 years ago when they heard the First World War was finally over. For one hour we filled the normally silent screens with the sights and sounds of marching boots – each pair representing a soldier who died. As they marched through the screen, a counter showed the death toll increasing. The relentless, repetitive nature of the footage brought home, for a new generation, the horrific scale of the conflict. At key points in the hour we also told the real human stories of people who served in the war. As the last pair of boots marched off screen, representing the 1,119,193rd British and Commonwealth soldier to be killed, the screens faded to black, and a lone bugler sounded the last post across Piccadilly Circus. Cultural/Context information for the jury The First World War was one of the bloodiest conflicts in human history. But, with every passing year, the scale of death feels more abstract and unimaginable – especially to younger generations in Britain who have never really known war. The declaration of peace – the Armistice – is marked in Britain each year on the weekend closest to 11th November. 2018 was the centenary of the Armistice with lots of events taking place across the country. As millions of service people passed through Westminster in London on their way to war between 1914-18, Westminster City Council wanted to mark the centenary in a sensitive but impactful way. Piccadilly Circus – in Westminster – was a place Londoners gathered in 1918 to celebrate peace. So it felt right that we use this location 100 years later to remind people of the sacrifices made by ordinary people like them. Tell the jury about the animated/interactive/dynamic component of the work. This was the first time that the famous Piccadilly screens had been taken over in their entirety – a genuine world first that stopped ordinary Londoners passing by. This was also the first time the screens had been used with sound. We set up a complex temporary sound system around Piccadilly Circus to achieve this, with the sound of marching boots echoing down through the Underground station and drawing people in from surrounding streets. Our marching boots were punctuated by 11 personal stories of people who served in the war, drawn from the Westminster archives, and featuring people from, or with strong connections to, the area. As the hour drew to a close, we used the power of an almost totally black screen (these screens usually display a mosaic of ads 24/7) to promote a two-minute silence –ending with a bugler sounding the last post across an eerily still Piccadilly.
停战日
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Armistice Day
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基本信息
- 广告战役： #Westminster City Council-户外-e432#
- 广告品牌： Westminster City Council
- 发布日期： 2020
- 行业领域： 商务服务
- 媒体类别： 户外
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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