Forgetting Auschwitz, Remembering Auschwitz|短视频|广告营销案例【ADGuider广告指南】

忘记奥斯威辛，记住奥斯威辛

案例简介：结果该项目的影响是巨大的。在一个已经充满纪念活动的日子里，它以对媒体的零投资吸引了全国的注意力。它在几个小时内迅速传播开来，在社交网络上被分享了数百万次。像 GQ 、《名利场》、《天空新闻》这样的杂志，以及像《共和报》和《 La Stampa 》这样的主要全国性报纸都有专门的档案和文章来报道这个项目, 最终涉及 140 多个国家和数百万人。许多人决定积极参与,用 a5405.com 上的视频和录音解释 Nedo 的记忆。其中还有许多国内外名人，比如《生活是美好的》的导演兼主要演员罗伯托 · 贝尼尼，他以前从未支持过任何广告，也没有支持过非营利组织。此外，由于它有效地通过新媒体讲述了大屠杀悲剧,该网站已成为意大利学校和大学的教学材料。执行借口拍摄一部纪录片，我们让一些人参与了一个特技表演，场景是在一家纹身店。我们向他们推荐了一个意想不到的纹身: Nedo Fiano 在奥斯威辛的识别号。他们对奈多故事的震惊、感动的反应已经成为一个视频，该视频是由浩劫和 CEDEC 的儿子协会在大屠杀纪念日在他们的社交渠道上发布的。视频的结尾是邀请 Nedo 通过访问专门的网站 a5405 来保持记忆。这部电影在意大利社交网络上走红，并传到该国所有的主要报纸和电视上。而且，受到名人和影响者行动的启发, 许多人选择通过在 a5405.com 上解释他的记忆片段，就像他们是自己的一样，来保持 Nedo 的记忆，不仅是为了保存他的记忆, 但是，人类的。战略在一个受民粹主义、狂热主义和种族仇恨控制的世界里，保持每个人对浩劫的记忆并将其传递给新一代是至关重要的。但是书籍和电影已经不够了: 为了让年轻人积极参与进来，我们需要用一种利用新媒体潜力的新语言来讲述大屠杀。Nedo Fiano 的故事就是这样一个机会。不仅有机会提高人们对用情感上引人注目的特技纪念大屠杀的重要性的认识，而且让用户参与进来，让他们积极参与保存和延续浩劫事实, 也是。因此，当我们让他们访问 a5405.com 并解释 Nedo 的记忆时，用户可以亲身体验大屠杀的感受，并成为珍贵而无法褪色的记忆的守护者。概要形势: 今天，大屠杀的直接见证人越来越少。最后一个，尼多 · 菲亚诺，一个一生都在回忆恐怖的人，现在正在失去记忆。 il communiccedc 基金会和浩劫协会的儿子们，他们一直在重视和延续浩劫记忆,要求我们为国际大屠杀纪念日开展一个项目，这不仅仅是纪念活动, 但实际邀请观众将大屠杀记忆的信息传达给未来一代，以便在各地传播大屠杀记忆的重要性,考虑到这场悲剧的严重性，尤其是在新一代人中间，他们用有效但尊重的语言。活动描述随着一部纪录片的上映，在大屠杀纪念日之际，我们邀请了一些人去纹身店，并向他们提出了他们意想不到的建议: 最后一名奥斯威辛幸存者内多 · 菲亚诺的身份号码。然后我们告诉他们他的故事:奈多毕生致力于回忆那种恐怖让我们知道它，现在他正在失去记忆; 因此，我们要记住他。这段视频感动了整个国家，邀请观众访问一个以 Nedo 手臂上纹身号码命名的专门网站: a5405.comHere,用户有机会让 Nedo 的记忆保持活力，将他的记忆片段解释为他们自己的记忆。多亏了各个时代、种族和宗教的人们，a5405.com 已经成为 Nedo 记忆的真实虚拟档案，保存并为后代做好准备。

忘记奥斯威辛，记住奥斯威辛

案例简介：Outcome The project’s effect was huge. On a day that was already filled up with commemorative events, it captured the attention of the whole country with zero investment on media.It went viral in a few hours, being shared millions of times on social networks. Magazines like GQ, Vanity Fair, SkyNews, along with the major national newspapers like La Repubblica and La Stampa have dedicated dossiers and articles to the project, which ended up involving 140+ countries and millions of people.Many have decided to actively participate, interpreting Nedo’s memories with video and audio recordings on a5405.com.Among them were also many national and international celebrities, like Roberto Benigni, director and main actor of “Life is beautiful”, who had never endorsed any advertising, nor nonprofit initiative before.Moreover, for its effectiveness in telling the Holocaust tragedy through the new media, the website has become teaching material in Italian schools and universities. Execution With the excuse of shooting a documentary we involved a number of people in a stunt, set in a tattoo shop. We proposed them an unexpected tattoo: Nedo Fiano’s identification number in Auschwitz. Their shocked, moved reactions to Nedo’s story have become a video which was posted by the associations Sons of Shoah and CEDEC on their social channels on the Holocaust Remembrance day. The video ended with the invitation to keep Nedo’s memory alive by visiting the dedicated site a5405.comThe film went viral over Italian social networks and reached all the country’s major newspapers and TVs. And, being inspired by the action of celebrities and influencers as well, a huge number of people have chosen to keep Nedo’s memory alive by interpreting his pieces of memory as if they were their own on a5405.com, in order to preserve not just his memory, but that of humankind. Strategy In a world in the grip of populism, fanaticism and racial hatred, it is crucial to keep the Shoah memory alive among everybody and pass it on to the new generations. But books and films are no longer enough: to actively engage the youth we need to tell the Holocaust with a new language that takes advantage of the potentials of the new media. Such a chance came up with Nedo Fiano’s story. Not only a chance to raise awareness on the importance of remembering the Holocaust with an emotionally striking stunt, but to involve the users and make them an active part in preserving and perpetuating the Shoah facts, too. Thus, as we had them visiting a5405.com and interpreting Nedo’s memories, the users could experience first-hand the feelings of the Holocaust and become guardians of a memory too precious to fade. Synopsis Situation:Today, the direct witnesses of the Holocaust are fewer and fewer. And one of the last, Nedo Fiano, a man who has dedicated his whole life to remembering that horror, is now losing his memory.Il briefCEDC Foundation and Sons of the Shoah association, who have always taken care of valuing and perpetuating the Shoah memories, asked us to carry out a project for the International Holocaust Remembrance day, which needed to be not just a mere commemoration, but an actual invitation to the audience to carry forward the message of the Holocaust memory to the future generationObietiviTo spread the message of the importance of the Shoah memory everywhere, especially among the new generations, with an effective but respectful language, given the enormity of this tragedy. CampaignDescription With the exscuse of a documentary, on the occasion of the Holocaust Remembrance day we invited some people in a tattoo shop and proposed them one they couldn’t expect: the identification number of one of the last Auschwitz survivors, Nedo Fiano.Then we told them his story: having dedicated his life to remembering that horror to let us know about it, Nedo is now losing his memory; thus, it is up to us to remember for him.The video has moved the country, inviting the audience to visit a dedicated website named after the number tattooed on Nedo’s arm: a5405.comHere, the users had the chance to keep Nedo’s memory alive interpreting his pieces of memory as if they were their own. Thanks to people of every age, race and religion a5405.com has become an actual virtual archive of Nedo’s memory, preserving and keeping it ready for the future generations.