Love Has No Labels|短视频|广告营销案例【ADGuider广告指南】

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爱情没有标签

案例简介：简要解释集成活动描述根据所感知的，大多数美国人 (和其他国家) 认为自己没有偏见。但是研究显示，他们无意中的很大一部分作出武断的人根据我们所看到的，无论是种族、年龄、性别、宗教、性别、 ordisability。这就是所谓的绝对偏差。所面临的挑战是要说明这并庆祝非传统观念的爱。要做到这一点，大 x 射线装置已建立，显示骷髅接吻拥抱和跳舞。千人围观的精神解释清楚。当人们走出后面的屏幕，非常吃惊的是观众，它创建了一个简单的演示其固有的偏见。该视频的亲身经历了即时病毒 (40 million 月天的意见)。一个集成的竞选对手的品牌 (可口可乐、百事可乐、宝洁、联合利华、 StateFarm 和 Allstate) 和月 nonprofitorganizations 迫使数以百万计人民的爱没有标签网站 wherethey 可以测试由哈佛大学,了解更多关于隐性偏见并分享自己的 “爱情没有标签的图片。这部影片最近打 10000万看法最迅猛的传播运动历史上曾经和第2 点击量最高的 PSA 只月周后。国际媒体评论的综合活动使其成为一个世界各地的社会媒体的热门话题之一。有效性超过 10,000 万人见证活动现场。这个视频特技立即赶到了病毒 (4000万在两天)。它遭受了 10000万最迅猛的看法永远第2 PSA 的查看和共享传播活动的历史，月周之后。超过 10亿家媒体 impressions.1 万人在线测试由哈佛大学。国际电视网络讨论的活动以及标志性的电视节目和有影响力的报纸,网站和博客。娱乐至死的爆笑恶搞帮这部电影成为文化。许多夫妇使用的网络工具包邮图片表达爱意,有些人发现在竞选机会勇敢地发布一条消息，告诉朋友和家人，他们是同性恋。许多知名人士共同的活动包括美国的第一夫人，米歇尔 · 奥巴马。实施为了展开现场 xrayexperience 是建立在情人节那天在世界上最自由的 SantaMonica CA。一个在屏幕发出的行动呼吁的观众一个网站的测试由哈佛大学和帮教内容有关歧视和多样性。这个视频特技，然后贴上 Upworthy AdCouncil 的 Facebook 页面和后来的 Youtube 频道，以最大限度地交流和火花的谈话。同时，竞争对手的品牌，使中华民族的活动，分享的膜上的社会化和改变形象图片的运动标志。这部电影还播出的数字户外的标志性场所如时代广场。TVC，打印，海报，预卷横幅来传播。最后，在线工具包，让人们有机会上传和分享自己的 “爱情没有标签的图片，它继续促进南亚的运动。相关性即使最开明的人有隐内置通过社会陈规定型观念的偏见，甚至如果他们不自觉就可以了。但解决这是几乎不可能的，当这些 peopledon 不理他们受到它的影响。向他们介绍了以惊人的方式为核心的概念规划的活动。他们从来不觉得自己假装但要求重新思考。实现这一大型 x射线装置已建立，显示骷髅接吻，拥抱和跳舞的千人围观精神解释清楚。当人们走出后面的屏幕，非常吃惊的是观众，它创建了一个简单的演示其固有的偏见。综合活动等活动、电影、社会、打印、数码户外和公关一向被认为是，让所有的尽可能广泛的宣传。即使最开明的人已经吸收了隐性文化陈规定型观念的偏见，不论是否有意识地采取行动。为了有助于使这种偏见，我们开发了一个在线视频精选各种夫妻互动背后大 X-射线装置。骨骼的吻和跳舞，观众的心理，填补了空白。当意外对中走出来，从后面的屏幕，惊喜给观众一个简单证明其固有的偏见。结果: 160 米的看法第二看港务集团的历史就月周在 1.5B 媒体印象

爱情没有标签

案例简介：Brief Explanation Integrated Campaign Description According to the Perception Institute, most Americans (and other nationalities) consider themselves unprejudiced. However research shows that a high percentage of them unintentionally make snap judgments about people based on what we see, whether it’s race, age, gender, religion, sexuality, ordisability. This is called implicit bias.The challenge was to demonstrate this and celebrate unconventional notions of love. To achieve this, a large x ray installation was created that displayed skeletons kissing, hugging and dancing. The thousands onlookers mentally filling in the blanks. When the people stepped out from behind the screen, to the surprise of the audience, it created a simple demonstration of their implicit bias.The video of the live experience went immediately viral (40 millions views in 2 days). An integrated campaign supported by rival brands (Coke and Pepsi, P&G and Unilever, StateFarm and Allstate) and 8 nonprofitorganizations drove millions of people to the Love Has No Labels website wherethey could take a test created by Harvard University, learn further about implicit bias and also share their own “Love Has No Labels” pictures.The film recently hit 100 million combined views becoming the fastest spreading campaign ever and 2nd most viewed PSA in history after just 3 weeks. International media commented about the integrated campaign making it a trending topic on social media all over the world. Effectiveness Over ten thousand people witnessed the event live. A video of the stunt went immediately viral (40 million views in two days). It recently hit 100 million combined views becoming the fastest spreading campaign ever and the 2nd most viewed and shared PSA in history, just after 3 weeks.Over 1 billion media impressions.1 million people took the online test created by Harvard University.International TV networks talked about the campaign as well as iconic TV shows and influential Newspapers, websites and blogs. Funny or Die created a hilarious parody helping the film become part of culture.Numerous couples used the online toolkit to post pictures showing their love, some of these people finding in the campaign an opportunity to courageously post a message to tell friends and family that they were gay.Numerous celebrities shared the campaign including the First Lady of the United States, Michelle Obama. Implementation To launch the campaign a live xrayexperience was created on Valentines Day in one of the most liberal places on earth SantaMonica CA. An on screen call to action directed the audience to a website where a test by Harvard University and content educated them about bias and diversity.A video of the stunt was then posted on Upworthy’s Facebook page and later on AdCouncil Youtube channel to maximize sharing and spark conversation. Simultaneously, rival brands united to support the campaign, sharing the film on their social channels and changing their profile picture for the campaign mark. The film also aired on digital outdoor in iconic places such as Time Square. TVC, print, poster, pre roll, banners spread the message as well. Finally, an online toolkit gave people the opportunity to upload and share their own “Love Has No Labels” pictures, which continue topromote the campaign. Relevancy Even the most open minded people have implicit bias inbuilt through society stereotypes, even ifthey don't consciously act on it. But addressing this is near impossible when these same peopledon’t acknowledge they're affected by it. Introducing them to the concept in a surprising manner was core to the planning of this campaign. They were to never feel shammed but asked to rethink.To achieve this a large x ray installation was created that displayed skeletons kissing, hugging and dancing the thousands onlookers mentally filling in the blanks. When the people stepped out from behind the screen, to the surprise of the audience, it created a simple demonstration of their implicit bias. An integrated campaign including event, film, social, print, digital outdoor and PR has been conceived to get the message in front of the widest possible audience. Even the most open-minded people have internalized the implicit bias of cultural stereotypes, whether or not they act on it consciously. To help expose this bias, we created an online video featuring a variety of couples interacting behind a large X-ray installation. As the skeletons kissed and danced, viewers mentally filled in the blanks. When unexpected pairs stepped out from behind the screen, the surprise gave viewers a simple demonstration of their implicit bias. Results: 160M combined views Second most viewed PSA in history after just 3 weeks Over 1.5B media impressions