Ronald McDonald House Charities “The Gift of Togetherness”|短视频,动图|广告营销案例【ADGuider广告指南】

罗纳德 · 麦克唐纳之家慈善机构 “团结的礼物”

案例简介：母亲的个人叙事和丝带已经成为人们捐赠的焦点和灵感，以支持麦当劳慈善机构为儿童和家庭服务®(RMHC®)。该慈善机构雄心勃勃的目标是到 2012年12月31日筹集 100万美元，它发起了一场运动，利用创新的多媒体战略来团结人们, 帮助他们理解以家庭为中心的项目对改善儿童健康和福祉的影响，并迫使他们捐赠。DDB Chicago 的跨媒体活动本月在美国各地首次亮相，包括: 60 动画现货该机构与屡获殊荣的设计和数字制作公司 Thornberg & Forester (T & F) 合作创建。竞选现场使用了一种辛酸而深思熟虑的动画方法，传达了一场可怕的车祸的艰难故事，这场车祸永远改变了一个家庭的世界。由代表 RMHC 的移动红丝带推动叙事向前发展, 这个打击很大的地方邀请捐助者和支持者 “献上团结的礼物”，帮助慈善机构在家庭生活崩溃时保持团结。红丝带也出现在包括慈善机构网站 www.rmhc.org 在内的所有活动元素中，鼓励游客更多地了解其使命, 会见 RMHC 支持的一些家庭，了解他们的贡献对儿童健康和福祉的重大影响。DDB Chicago 创意总监亚历克斯 · 布拉克斯顿说: “竞选背后的想法很简单 -- 当你最意想不到的时候，你的世界会很快瓦解。”。“这就是 RMHC 经常帮助全国各地的家庭的时候。" 对于 T & F，该项目由联合创始人、负责人兼董事斯科特 · 马茨领导。他的团队包括艺术总监/设计师凯尔 · 米勒、设计师凯尔 · 赫尔利和弗兰克 · 皮卡尔，以及动画师豪尔赫 · 佩齐耶拉、乔 · 劳伦斯、迈克 · 伯格恩和肯 · 克鲁格。 “我们在 DDB 芝加哥的朋友构思了一场非常深思熟虑的运动，将与音频故事同步的图像和纹理优雅地连接起来，” Matz 开始说道。“丝带最终包装了一份特殊的礼物，发起了一个行动号召，通过邀请捐款来支持罗纳德 · 麦克唐纳慈善机构…… 为了到达那里，我们遵循艾琳 · 马雷的有力证明。 “为了支持艾琳故事的流畅性质，我们设计了智能、简单的图形 (一些隐喻) 和流畅的过渡，” 他继续说道。“我们提炼和完善我们的故事板，直到图形语言和音调完美。我们还做了大量的 “ribbon R & d” 来比较 2D 和 3D 解决方案、纹理、其他物理属性和运动动力学。最终，我们的目标是以无缝而巧妙的方式讲述故事，就好像这些图形是作为一个连续的旅程在相机中拍摄的。" 在最终故事板的批准后，T & F 动画师和合成器 Jorge Peschiera 扮演了首席动画师的角色，在两个团队之间划分 2D 和 3D 职责，并巧妙地将最终结果统一起来。在影响最终结果的许多重要技术方法中，在 Maxon Cinema 4D 工作的 T & F 艺术家将他们的 3D 相机导出到 Adobe After Effects。随着现货交付和首次亮相的截止日期到来，T & F 在纽约市的团队面临着一个相当大的挑战: 飓风桑迪。尽管在纽约没有电力，Peschiera 和 T & F 生产商凯尔西 · 汤姆森投入了大量额外的努力，竭尽全力与 DDB 保持联系，并提供定制: 30 个版本，准时。

罗纳德 · 麦克唐纳之家慈善机构 “团结的礼物”

案例简介：A mother's personal narrative and a ribbon have become the focal points and inspiration for people to donate in support of children and families served by Ronald McDonald House Charities® (RMHC®). With the ambitious goal of raising $1 million by December 31, 2012, the Charity has launched a campaign employing innovative multimedia strategies to unite people around its cause, help them understand the impact its family-centered programs have on improving the health and wellbeing of children and compel them to donate. The campaign’s cross-media elements from DDB Chicago have debuted across America this month, including a :60 animated spot the agency created in partnership with award-winning design and digital production company Thornberg & Forester (T&F). Using a poignant and thoughtful animated approach, the campaign spot conveys the difficult story of a terrible car accident that changed one family's world forever. Compelled onward through the narrative by a moving red ribbon that represents RMHC, the hard-hitting spot invites donors and supporters to "Give the Gift of Togetherness" to help the Charity keep families together when their lives fall apart. The red ribbon also appears in all campaign elements including on the Charity's website at www.rmhc.org, encouraging visitors to learn more about its mission, meet some of the families supported by RMHC and understand the significant impact their contribution has on children's health and wellbeing. "The thought behind the campaign is a simple one -- that when you least expect it, your world can very quickly unravel,” said Alex Braxton, creative director at DDB Chicago. “And that's when RMHC so often comes to the aid of families across the country." For T&F, the project was led by co-founder, principal and director Scott Matz. His team included art director/designer Kyle Miller, designers Kyle Hurley and Frank Pichel and animators Jorge Peschiera, Joe Lawrence, Mike Burgoyne and Ken Krueger. “Our friends at DDB Chicago conceived a very thoughtful campaign to elegantly connect images and textures that manifest in sync with the audio story,” Matz began. “The ribbon ultimately wraps a special gift, initiating a call-to-action to support Ronald McDonald House Charities by inviting donations… and to get there, we follow Erin Maley’s powerful testimonial. “To support the fluid nature of Erin’s story, we designed smart, simple graphics (some metaphorical) and fluid transitions,” he continued. “We distilled and refined our storyboards until the graphic language and tone were perfect. We also did a great deal of 'ribbon R&D' to compare 2D versus 3D solutions, textures, other physical properties and motion dynamics. Ultimately, our goal was to tell the story in a seamless and clever way, as if the graphics were filmed in-camera as one, continuous journey.” Upon approval of the final storyboards, T&F animator and compositor Jorge Peschiera took on the role of lead animator, dividing 2D and 3D responsibilities between two teams and artfully uniting the end results. Among many important technical approaches that impacted the final results, T&F artists working in Maxon Cinema 4D exported their 3D cameras into Adobe After Effects. As the deadline for the spot’s delivery and debut arrived, T&F’s team in New York City faced a considerable challenge: Hurricane Sandy. Despite having no power in NYC, Peschiera and T&F producer Kelsey Thomson put in a great deal of extra effort and pulled out all the stops to keep in contact with DDB and deliver the custom :30 version, right on time.