本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
支持气味
案例简介：你如何表示对看不见的人的支持？Clemenger BBDO Melbourne 回答了这个问题，他扭转了传统的慈善营销，创造了一种香味。当谈到开发一种创新的方式来为盲人和视力受损的人提供支持时，创意团队认为解决方案不要无意中排除他们是至关重要的。任何吸引人们视线的东西，如丝带或腕带，只会增加问题。相反，他们决定创造一些完全吸引另一种感觉的东西 -- 气味。“大多数人没有意识到，盲人和视力受损的脸最伟大的挣扎之一是令人难以置信的孤立，” Clemenger BBDO Melbourne ECD Ant Keogh 说。“我们的客户，澳大利亚导盲犬，不知疲倦地致力于结束这种孤立。他们为盲人提供了一整套服务，远远超出了狗的公众形象 ”。因此，该机构在澳大利亚领先化妆品品牌之一 Kit 化妆品 (麦加 Cosmetica 的姐妹品牌) 的帮助下，创造了一种独特的香味，称为支持香水。甚至气味本身的包装也包括盲人 -- 气味名称也用盲文印刷。该机构还制作了注入香味的盲文字母，向盲人发送，以确保他们能够识别气味以及谁在支持他们。作为一种真正的美容产品，这种香味也突破了传统的慈善分销障碍，在全国范围内的百货和化妆品商店销售, 包括 Myer 和 Kit 商店以及在线商店 -- 所有的收益都将引导澳大利亚的狗。支持气味将通过包括电视、电影、新闻、广播和户外在内的全国媒体宣传活动进行推广。一个在线社区已经在 supportscent.com 迅速发展，supportscent.com 是香水的发源地。在网站上，人们不仅购买气味，还通过关于这个原因的迷你纪录片加入并了解更多关于这个项目的信息。事实上，Kit 认识到这个想法有如此大的潜力 -- 不仅仅是一个慈善项目，而是作为一种美容产品 -- 他们现在已经创造了一个完整的支持气味范围 -- 包括香味身体乳液, 沐浴露和蜡烛。
支持气味
案例简介：How do you show support for someone who can't see? Clemenger BBDO Melbourne has answered this question by turning traditional charity marketing on its head and creating a fragrance. When it came to developing an innovative way to generate support for the blind and vision impaired, the creative team considered it vital that the solution didn’t inadvertently exclude them. Anything that appealed to people’s sight, such as a ribbon or wristband, would only add to the problem. Instead they decided to create something that appealed to another sense entirely – smell. “Most people don’t realise that one of the greatest struggles the blind and vision-impaired face as a result of their condition is incredible isolation,” said Clemenger BBDO Melbourne ECD Ant Keogh. “Our client, Guide Dogs Australia, devote themselves tirelessly to ending this isolation. They provide a whole raft of services to the blind that go far beyond the public image of dogs”. Thus the agency, created a unique fragrance called Support Scent, with the assistance of Kit Cosmetics (sister brand to Mecca Cosmetica), one of Australia’s leading cosmetics brands. Even the packaging of the scent itself is inclusive of blind people – with the scent name also printed in Braille. The agency also created Braille letters, infused with the fragrance, to send out to the blind to ensure they could recognise the scent and who was supporting them. As an actual beauty product, the scent has also broken through the traditional barriers of charity distribution, being sold nationwide at department and cosmetics stores, including Myer and Kit stores as well as online - with all proceeds going to Guide Dogs Australia. Support Scent will be promoted via a national media campaign including television, cinema, press, radio and outdoor. An online community is already growing fast at supportscent.com, the home of the fragrance. At the website people cannot only buy the scent, but join and learn more about the project with mini-documentaries about the cause. In fact Kit recognised the idea had so much potential - as not just a charity project but as a beauty product in its own right - that they’ve now created an entire Support Scent range - including scented body lotion, body wash and a candle.
Support Scent
案例简介：你如何表示对看不见的人的支持？Clemenger BBDO Melbourne 回答了这个问题，他扭转了传统的慈善营销，创造了一种香味。当谈到开发一种创新的方式来为盲人和视力受损的人提供支持时，创意团队认为解决方案不要无意中排除他们是至关重要的。任何吸引人们视线的东西，如丝带或腕带，只会增加问题。相反，他们决定创造一些完全吸引另一种感觉的东西 -- 气味。“大多数人没有意识到，盲人和视力受损的脸最伟大的挣扎之一是令人难以置信的孤立，” Clemenger BBDO Melbourne ECD Ant Keogh 说。“我们的客户，澳大利亚导盲犬，不知疲倦地致力于结束这种孤立。他们为盲人提供了一整套服务，远远超出了狗的公众形象 ”。因此，该机构在澳大利亚领先化妆品品牌之一 Kit 化妆品 (麦加 Cosmetica 的姐妹品牌) 的帮助下，创造了一种独特的香味，称为支持香水。甚至气味本身的包装也包括盲人 -- 气味名称也用盲文印刷。该机构还制作了注入香味的盲文字母，向盲人发送，以确保他们能够识别气味以及谁在支持他们。作为一种真正的美容产品，这种香味也突破了传统的慈善分销障碍，在全国范围内的百货和化妆品商店销售, 包括 Myer 和 Kit 商店以及在线商店 -- 所有的收益都将引导澳大利亚的狗。支持气味将通过包括电视、电影、新闻、广播和户外在内的全国媒体宣传活动进行推广。一个在线社区已经在 supportscent.com 迅速发展，supportscent.com 是香水的发源地。在网站上，人们不仅购买气味，还通过关于这个原因的迷你纪录片加入并了解更多关于这个项目的信息。事实上，Kit 认识到这个想法有如此大的潜力 -- 不仅仅是一个慈善项目，而是作为一种美容产品 -- 他们现在已经创造了一个完整的支持气味范围 -- 包括香味身体乳液, 沐浴露和蜡烛。
Support Scent
案例简介：How do you show support for someone who can't see? Clemenger BBDO Melbourne has answered this question by turning traditional charity marketing on its head and creating a fragrance. When it came to developing an innovative way to generate support for the blind and vision impaired, the creative team considered it vital that the solution didn’t inadvertently exclude them. Anything that appealed to people’s sight, such as a ribbon or wristband, would only add to the problem. Instead they decided to create something that appealed to another sense entirely – smell. “Most people don’t realise that one of the greatest struggles the blind and vision-impaired face as a result of their condition is incredible isolation,” said Clemenger BBDO Melbourne ECD Ant Keogh. “Our client, Guide Dogs Australia, devote themselves tirelessly to ending this isolation. They provide a whole raft of services to the blind that go far beyond the public image of dogs”. Thus the agency, created a unique fragrance called Support Scent, with the assistance of Kit Cosmetics (sister brand to Mecca Cosmetica), one of Australia’s leading cosmetics brands. Even the packaging of the scent itself is inclusive of blind people – with the scent name also printed in Braille. The agency also created Braille letters, infused with the fragrance, to send out to the blind to ensure they could recognise the scent and who was supporting them. As an actual beauty product, the scent has also broken through the traditional barriers of charity distribution, being sold nationwide at department and cosmetics stores, including Myer and Kit stores as well as online - with all proceeds going to Guide Dogs Australia. Support Scent will be promoted via a national media campaign including television, cinema, press, radio and outdoor. An online community is already growing fast at supportscent.com, the home of the fragrance. At the website people cannot only buy the scent, but join and learn more about the project with mini-documentaries about the cause. In fact Kit recognised the idea had so much potential - as not just a charity project but as a beauty product in its own right - that they’ve now created an entire Support Scent range - including scented body lotion, body wash and a candle.
支持气味
暂无简介
Support Scent
暂无简介
基本信息
- 广告战役： #Guide Dogs-互动-3e47#
- 广告品牌： Guide Dogs
- 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
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
