Truck Art Childfinder|海报/平面|广告营销案例【ADGuider广告指南】

卡车艺术 Childfinder

案例简介：背景巴基斯坦每年有 3000 多名儿童失踪，其中许多人被绑架并迅速贩运到该国各地，虐待和残害案件数不胜数。帮助儿童康复的机制很少，包括提高认识的传统媒体没有渗透到偏远地区。 Roshni Helpline 是一个非政府组织，致力于找回失踪儿童并让他们与家人团聚。作为一个非营利组织，Roshni 需要一种独特的沟通策略来帮助他们完成使命。伯杰油漆公司也有一个愿景，通过相关使用他们的产品来促进社会公益。我们的简报是提出一个特别的想法，不仅可以直接与观众联系，提高对失踪儿童的认识，还可以直接帮助他们康复。描述创意 (40% 的选票) 为了解决这个问题，我们知道我们需要一种非静止且高度移动的设备: 一个地方的失踪儿童的传统海报不会像在全国传播的信息那样有帮助。 “卡车艺术” 是在巴基斯坦发现的一种独特的艺术形式: 在全国各地旅行的货车通常用精心制作的花卉图案，动物，图标，肖像和书法进行绘画和装饰。这些出色的艺术作品通常包括著名人物的肖像 -- 演员、运动员、军事长官和政治家。这是我们使用的独特的当地媒体平台: 我们用卡车艺术的风格，用帮助热线号码，在这些卡车上画失踪儿童的肖像，而不是著名人物。我们与当地卡车艺术家和地区卡车运输公司合作，以确保艺术不仅看起来真实，而且能够得到适当传播。描述执行情况 (40% 的选票) 我们与一位著名的艺术家合作，他又与当地的 “卡车艺术家” 合作 -- 画家专门从事卡车上插图的独特技巧。使用 Berger paints 提供的油漆，艺术家们复制了失踪儿童的最后一张照片，并在这些卡车的背面涂上肖像，帮助热线号码和关于孩子的信息。选择卡车是为了确保从孩子失踪的原始位置开始，路线尽可能的覆盖各个方向; 车辆穿过城市和农村地区。我们从第一波 20 辆卡车开始，画了最近报道的病例的肖像。该运动计划在未来六个月内总共油漆 100 辆卡车。列出结果 (20% 的选票) 仅仅在最初的 4 周内，三个孩子已经康复，并与父母团聚，因为打电话的人注意到了卡车 -- 并在电话中提到了这些。在这 4 周内，热线收到了来自巴基斯坦各地 39 个不同城市的 1,015 个电话，其中 104 个是失踪儿童的可靠线索。卡车几乎覆盖了巴基斯坦的所有地区，让成千上万的人意识到这场运动和 Roshni 帮助热线: 对于那些寻找失踪孩子但在警察忽视他们时无处可去的父母来说，这是一盏希望明灯。当地警方已经承认这种新技术的功效，现在正在合作实施。对于伯杰品牌本身来说，仅在第一周，他们的脸书页面访问量就增加了 395%。

卡车艺术 Childfinder

案例简介：Background Every year, more than 3000 children go missing in Pakistan, a large number of whom are kidnapped and trafficked quickly to various parts of the country, with countless cases of abuse and mutilation. There are few mechanisms to aid in the recovery of children, including the fact that traditional media to raise awareness does not penetrate into remote regions. Roshni Helpline is an NGO that is dedicated to recovering missing children and reuniting them with their families. As a non-profit, Roshni needed a unique communication tactic which would help them with their mission. Berger Paints also has a vision to contribute to social good through a relevant use of their products. Our brief was to come up with an exceptional idea that would not only connect directly with audiences in raising awareness about missing children, but would also directly help in recovering them. Describe the creative idea (40% of vote) To address the problem, we knew we would need a device that was non-stationary and highly mobile: a traditional poster of a missing child in one location will not help as much as a message that travels through the country. "Truck Art" is a unique form of art found in Pakistan: goods trucks traveling across the country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy. These brilliantly painted works of art often include portraits of famous personalities - actors, sportspersons, military chiefs, and politicians. This was the unique local media platform we used: instead of famous personalities, we painted portraits of missing children on these trucks in the style of truck art, with a helpline number. We worked with local truck artists and regional trucking companies to ensure that not only would the art look authentic, but would be properly disseminated. Describe the execution (40% of vote) We collaborated with a renowned artist who in turn worked with local "truck artists" - painters who specialise in the unique skill of illustrating on trucks. Using paints supplied by Berger Paints, the artists replicated the last photograph of the missing child and painted the backs of these trucks with the portrait, a helpline number and information about the child. Trucks were selected to ensure the routes would be covered in every direction possible, starting from the original location where the child went missing; the vehicles drove through both urban and rural areas. We started with a first wave of 20 trucks, and painted the portraits of the most recently reported cases. The campaign plans to paint a total of 100 trucks in the next six months. List the results (20% of vote) Within only the first 4 weeks, three children have been recovered and reunited with their parents due to callers noticing the trucks - and mentioning so on the call. 1,015 calls were received on the helpline in these 4 weeks from 39 different cities in all parts of Pakistan, of which 104 were solid leads for missing children. The trucks have covered almost all parts of Pakistan, making hundreds of thousands aware of the campaign and Roshni Helpline: a beacon of hope for parents who search for their missing children but have nowhere to turn to when the police ignore them. Local police have acknowledged the efficacy of, are now collaborating in implementing, this new technique. For the Berger brand itself, visits to their Facebook page rose by 395% in the first week alone.