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历史街区
案例简介：为什么这项工作与娱乐相关？ 通过这个项目，我们全力以赴打造一个真正吸引人的体验。这个问题本身-战争和冲突对遗产的破坏-正在引起人们的关注，但是为了真正消除混乱，我们的目标是通过为目标受众提供一次互动的，几乎是作者的旅程来吸引目标受众历史古迹的破坏和重建。 背景 联合国教科文组织的任务之一是保护全世界所有人的文化遗产。 可悲的是，这并不总是可能的。由于战争和武装冲突，数百座纪念碑被摧毁。无论是作为附带损害还是作为文化清洗的直接目标，它们都被化为废墟-我们的遗产也是如此。这些历史名胜现在有被排除在历史的危险。有些可能永远不会被重建，我们可能永远也无法再次涉足它们。考虑到这一点，我们着手使这些濒临灭绝和被毁的遗产保持生命。 描述创意 我们不想简单地讲这些纪念碑的故事。我们希望真正让每个人都能体验并与他们互动。但是，如果这在现实世界中不再可能，至少我们可以在数字世界中做到这一点-更具体地说，是Minecraft。 通过游戏，年轻一代已经知道和喜爱的媒介，我们创建了一个平台，来自世界各地的人们可以一起工作，不仅重建被摧毁的网站的复制品，还了解他们的文化和故事。而且，通过与Minecraft社区的老师和学校一起工作，我们有机会真正使这个想法飙升。 描述策略 为了开始这场对话，我们在每一个接触点都需要伟大的盟友。首先是教师，这对实现在学校的渗透至关重要。我们创建了一个全球教师网络，其任务是建立一个班级日历，将我们在线提供的教学内容付诸实践。在教室之外，我们与Twitch和YouTube上专门从事游戏的创作者合作，通过我们的主动性来谈论游戏。最后，为了扩大我们的项目的覆盖面，加强我们对成人意识的影响，我们不仅得到了受影响儿童的支持，在家里回荡我们的信息，而且我们也得到了强有力的公关推动。 描述执行情况 我们需要确保这个想法易于采用。因此，我们与来自联合国教科文组织的历史学家和研究人员，以及来自Minecraft的艺术家和开发人员合作，创建了一套可以被世界各地任何人快速获取和使用的关卡。在几天之内，来自30多个国家的人们加入了该项目，世界各地的教师，学生和粉丝开始重建纪念碑。他们完成的建筑将开放给任何拥有《我的世界》副本的人在线参观。 描述结果 在数百名教师网络的支持下，该项目涉及34个不同国家的30,000多名学生。该主题在媒体上占据了中心位置，引导了数十辆车，并吸引了多达10000万人。另一方面，有影响力的人通过在社交网络上刺激超过500k的提及，扩大了对话并增加了与该计划的受众参与度。历史街区最初是一个平台，但很快就推断出了自己的野心，有效地启动了一场历史保护运动，并使其成为15个国家/地区课程的一部分。尽管战争摧毁了我们遗产的一部分，但数字世界可以使它成为历史仍然是人们日常生活的一部分。
历史街区
案例简介：Why is this work relevant for Entertainment? With this project, we put all our effort in crafting a truly engaging experience. The issue itself – the destruction of heritage sites by war and conflicts – is deeply moving, but in order to really cut through the clutter, we aimed at captivating our target audience by giving them an interactive, almost authorial journey through the destruction and reconstruction of the historic monuments. Background One of UNESCO’s tasks is to protect the cultural heritage of all people around the world. Sadly, that is not always possible. Because of wars and armed conflicts, hundreds of monuments are being destroyed. Whether as collateral damage or as direct targets of cultural cleansing, they are being reduced to rubble – and so is our heritage. These historic places are now in danger of being left out of history. Some might never be reconstructed, and we may never be able to set foot in them again. With this in mind, we set out to keep the legacies of these endangered and destroyed heritage sites alive. Describe the creative idea We didn’t want to simply tell the stories of these monuments. We wanted to really allow everyone to experience and interact with them. But if that is no longer possible in the real world, at least we could make it so in the digital world – more specifically, Minecraft. Through the game, a medium which the younger generations already know and love, we created a platform in which people from all over the world could work together and not only rebuild replicas of destroyed sites, but also learn about their cultures and stories. And, by working alongside teachers and schools from the Minecraft community, we had the opportunity to truly make the idea soar. Describe the strategy We needed great allies at every point of contact in order to start this conversation. The first ones, essential to achieving penetration in schools, were the teachers. We created a global network of teachers whose mission was to establish a class calendar that puts into practice the didactic content we made available online. Outside the classroom, we teamed up with creators specialized in games on Twitch and YouTube, to talk about the game through the perspective of our initiative. Finally, in order to increase our project’s reach and reinforce the impact we would have on adult awareness, we had not only the support of impacted children reverberating our message at home, but we also counted with a strong PR push. Describe the execution We needed to ensure that this idea was easy to adopt. So we partnered with historians and researchers from UNESCO, as well as artists and developers from Minecraft, to create a set of levels that could be quickly picked up and used by anyone around the world. In a matter of days, people from over 30 countries had joined the project, and monuments began to be reconstructed by teachers, students and fans throughout the world. Their finished constructions will be open for visitation online for anyone with a copy of Minecraft to experience. Describe the outcome Supported by a network of hundreds of teachers, the project has involved more than 30 thousand students in 34 different countries. The subject took center stage in the media, guiding dozens of vehicles and reaching up to 100 million people. Influencers, on the other hand, extended the conversation and increased audience engagement with the initiative by stimulating more than 500k mentions on social networks. History Blocks started out as a platform but quickly extrapolated its own ambitions, effectively jump-starting a movement for historical preservation – and making it become part of the curriculum in 15 countries. Although wars destroyed part of our heritage, the digital universe can make it so history is still part of people’s daily lives.
History Blocks
案例简介：为什么这项工作与娱乐相关？ 通过这个项目，我们全力以赴打造一个真正吸引人的体验。这个问题本身-战争和冲突对遗产的破坏-正在引起人们的关注，但是为了真正消除混乱，我们的目标是通过为目标受众提供一次互动的，几乎是作者的旅程来吸引目标受众历史古迹的破坏和重建。 背景 联合国教科文组织的任务之一是保护全世界所有人的文化遗产。 可悲的是，这并不总是可能的。由于战争和武装冲突，数百座纪念碑被摧毁。无论是作为附带损害还是作为文化清洗的直接目标，它们都被化为废墟-我们的遗产也是如此。这些历史名胜现在有被排除在历史的危险。有些可能永远不会被重建，我们可能永远也无法再次涉足它们。考虑到这一点，我们着手使这些濒临灭绝和被毁的遗产保持生命。 描述创意 我们不想简单地讲这些纪念碑的故事。我们希望真正让每个人都能体验并与他们互动。但是，如果这在现实世界中不再可能，至少我们可以在数字世界中做到这一点-更具体地说，是Minecraft。 通过游戏，年轻一代已经知道和喜爱的媒介，我们创建了一个平台，来自世界各地的人们可以一起工作，不仅重建被摧毁的网站的复制品，还了解他们的文化和故事。而且，通过与Minecraft社区的老师和学校一起工作，我们有机会真正使这个想法飙升。 描述策略 为了开始这场对话，我们在每一个接触点都需要伟大的盟友。首先是教师，这对实现在学校的渗透至关重要。我们创建了一个全球教师网络，其任务是建立一个班级日历，将我们在线提供的教学内容付诸实践。在教室之外，我们与Twitch和YouTube上专门从事游戏的创作者合作，通过我们的主动性来谈论游戏。最后，为了扩大我们的项目的覆盖面，加强我们对成人意识的影响，我们不仅得到了受影响儿童的支持，在家里回荡我们的信息，而且我们也得到了强有力的公关推动。 描述执行情况 我们需要确保这个想法易于采用。因此，我们与来自联合国教科文组织的历史学家和研究人员，以及来自Minecraft的艺术家和开发人员合作，创建了一套可以被世界各地任何人快速获取和使用的关卡。在几天之内，来自30多个国家的人们加入了该项目，世界各地的教师，学生和粉丝开始重建纪念碑。他们完成的建筑将开放给任何拥有《我的世界》副本的人在线参观。 描述结果 在数百名教师网络的支持下，该项目涉及34个不同国家的30,000多名学生。该主题在媒体上占据了中心位置，引导了数十辆车，并吸引了多达10000万人。另一方面，有影响力的人通过在社交网络上刺激超过500k的提及，扩大了对话并增加了与该计划的受众参与度。历史街区最初是一个平台，但很快就推断出了自己的野心，有效地启动了一场历史保护运动，并使其成为15个国家/地区课程的一部分。尽管战争摧毁了我们遗产的一部分，但数字世界可以使它成为历史仍然是人们日常生活的一部分。
History Blocks
案例简介：Why is this work relevant for Entertainment? With this project, we put all our effort in crafting a truly engaging experience. The issue itself – the destruction of heritage sites by war and conflicts – is deeply moving, but in order to really cut through the clutter, we aimed at captivating our target audience by giving them an interactive, almost authorial journey through the destruction and reconstruction of the historic monuments. Background One of UNESCO’s tasks is to protect the cultural heritage of all people around the world. Sadly, that is not always possible. Because of wars and armed conflicts, hundreds of monuments are being destroyed. Whether as collateral damage or as direct targets of cultural cleansing, they are being reduced to rubble – and so is our heritage. These historic places are now in danger of being left out of history. Some might never be reconstructed, and we may never be able to set foot in them again. With this in mind, we set out to keep the legacies of these endangered and destroyed heritage sites alive. Describe the creative idea We didn’t want to simply tell the stories of these monuments. We wanted to really allow everyone to experience and interact with them. But if that is no longer possible in the real world, at least we could make it so in the digital world – more specifically, Minecraft. Through the game, a medium which the younger generations already know and love, we created a platform in which people from all over the world could work together and not only rebuild replicas of destroyed sites, but also learn about their cultures and stories. And, by working alongside teachers and schools from the Minecraft community, we had the opportunity to truly make the idea soar. Describe the strategy We needed great allies at every point of contact in order to start this conversation. The first ones, essential to achieving penetration in schools, were the teachers. We created a global network of teachers whose mission was to establish a class calendar that puts into practice the didactic content we made available online. Outside the classroom, we teamed up with creators specialized in games on Twitch and YouTube, to talk about the game through the perspective of our initiative. Finally, in order to increase our project’s reach and reinforce the impact we would have on adult awareness, we had not only the support of impacted children reverberating our message at home, but we also counted with a strong PR push. Describe the execution We needed to ensure that this idea was easy to adopt. So we partnered with historians and researchers from UNESCO, as well as artists and developers from Minecraft, to create a set of levels that could be quickly picked up and used by anyone around the world. In a matter of days, people from over 30 countries had joined the project, and monuments began to be reconstructed by teachers, students and fans throughout the world. Their finished constructions will be open for visitation online for anyone with a copy of Minecraft to experience. Describe the outcome Supported by a network of hundreds of teachers, the project has involved more than 30 thousand students in 34 different countries. The subject took center stage in the media, guiding dozens of vehicles and reaching up to 100 million people. Influencers, on the other hand, extended the conversation and increased audience engagement with the initiative by stimulating more than 500k mentions on social networks. History Blocks started out as a platform but quickly extrapolated its own ambitions, effectively jump-starting a movement for historical preservation – and making it become part of the curriculum in 15 countries. Although wars destroyed part of our heritage, the digital universe can make it so history is still part of people’s daily lives.
历史街区
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History Blocks
暂无简介
基本信息
- 广告战役： #UNESCO-网络-9eb3#
- 广告品牌： UNESCO
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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