Heroes of Today|微电影|广告营销案例【ADGuider广告指南】

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今日英雄

案例简介：写一个关于电影中发生的事情的简短总结这部电影是以纳粹德国为背景的。我们的主角是一名参加 1936 柏林奥运会的美国黑人运动员。在整部电影中，我们看到这位运动员在历史悠久的柏林漫步，我们观察人们看到他时的反应。他们都发表了下流的评论: 一个售票员说 “你应该回非洲去”。坐在咖啡桌旁的一名妇女说，“他们应该把所有黑人都放在船上，然后把它沉下去”。街上的一个男孩说黑人运动员 “看起来像猴子”。体育场附近有人喊道: “黑人正在破坏体育运动”。我们的主角到达奥林匹克体育场时被所有的侮辱弄得心碎。令人惊讶的是，当一条短信说电影中看到的所有评论实际上都是当今针对当前运动员的真实推文。陪审团的文化/背景信息这部电影是由大品牌平台领导的反对体育运动中种族主义的教育运动的先锋。其目的是谴责种族主义使用者的态度，并提高对运动员和妇女的痛苦的认识，他们不得不忍受这些评论，并改变越来越危险的社会趋势。(社交媒体上的种族主义评论在所有体育运动中不断增加，尤其是在足球中)。告诉陪审团铸造过程。这部电影将种族主义推特用户变成了时代人物。选角过程试图找到那些外表对他们的推文产生更大影响的角色。所以 “回到非洲” 推特的暴力表现为一个咄咄逼人、愤怒的售票员。令人震惊的 “把所有的黑人都放在船上，然后把它弄沉” 应该是一个冷漠疏远的人说的，他不尊重任何他们认为低人一等的人。并采取了女人的形状。找到那些可以天真地个性化 “看起来像只猴子” 推特的孩子也同样复杂。演员由英国，德国和西班牙的国际机构进行，有 6 个不同国籍的演员。

今日英雄

案例简介：Write a short summary of what happens in the film The film is set in Nazi Germany. Our protagonist is an Afro-American athlete who is taking part in the 1936 Berlin Olympic Games. During the whole film we see this athlete walking around historic Berlin and we observe people’s reactions when they see him. They all make nasty comments: a ticket clerk says “you should go back to Africa”. A woman sitting at a café table says “they should put all the black people on a ship and sink it”. A boy in the street says that the black sportsman “looks like a monkey”. Someone in the vicinity of the sports stadium shouts: “blacks are destroying sport”. Our protagonist reaches the Olympic Stadium heartbroken by all the insults. The surprise comes at the end, when a text says that all of the comments seen in the film are actually real tweets from the present day against current athletes. Cultural/Context information for the jury This film is the spearhead of an educational campaign against racism in sport led by a platform of big brands. The aim is to denounce the attitude of racist users and raise awareness of the suffering of sportsmen and women who have to put up with these comments and change a social trend that is becoming more and more dangerous (racist comments on social media are increasing in all sports and especially in football). Tell the jury about the casting process. The film transforms racist twitter users into period characters. The casting process tried to find characters whose appearance gave a bigger impact to the text of their tweets. So the violence of the “back to Africa” tweet took the form of an aggressive, angry looking ticket clerk. The shocking “put all the blacks on a ship and sink it” should be uttered by someone who is cold and distant, who doesn’t respect anyone they consider to be inferior. And took the shape of the woman. It was just as complicated to find the children who could innocently personalize the “looks like a monkey” tweet. The casting was carried out by international agencies in the UK, Germany and Spain and has actors of 6 different nationalities.