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斗避孕套
案例简介：简要解释 印度领先的卡车制造商塔塔汽车公司 (Tata Motors) 希望超越盈利能力，在患有艾滋病的印度最大的工作专业人士团体 -- 卡车联谊会中创造意识和宣传安全性行为。在印度，每辆卡车的后面都有 “晚上使用北斗七星” 的字样，意思是 “晚上使用前灯”。"所以我们创建了一个避孕套品牌，并将其命名为 “dipper”。“卡车司机” 的目标受众现在也成为了媒体无法到达的偏远地区的信息载体。他们通过驾驶卡车穿越印度高速公路的长度和宽度来宣传安全性行为。与印度领先的避孕药具提供者 HLL Lifecare 合作，由 TCI 基金会分发，TCI 基金会是印度政府为其国家艾滋病控制项目整合的印度最大的基金会。 条目摘要 卡车艺术是一种独特的印度现象，一种邪教艺术形式，已经存在了几十年，但从未被纳入主流，甚至在卡车兄弟会中传播任何信息, 更不用说推广避孕套品牌了。因此，Dipper 的视觉叙事在其方法上是独一无二的印度风格 -- 这在各地数百万卡车司机中是常见的。此外，这些观众在媒体黑暗的环境中生活和驾驶。从户外的角度来看，符号和视觉风格在建立联系中起着至关重要的作用。“reach” 是最大的挑战。我们的目标是找到并接触到一名观众，他们驾驶着一种他们最理解的语言，沿着世界上第2 公里长的道路艰难前行。塔塔汽车是世界上第一个真正认可、包装和销售避孕套来保护核心受众健康的卡车品牌。
斗避孕套
案例简介：Brief Explanation India’s leading truck maker, Tata Motors, wanted to go beyond profitability to creating awareness & propagating safe sex in the trucking fraternity, the largest group of working professionals in India, that suffer from AIDS. In India, every truck has the line ‘USE DIPPER AT NIGHT’ at the back - which means "Dip headlights at night." So we created a condom brand and named it ‘DIPPER’. The target audience ‘the truckers’ now also became the carriers of the message across the remotest of places where media couldn’t reach. They propagated safe sex by just driving their trucks across the length and breadth of the Indian Highway. In association with HLL Lifecare, India's leading contraceptive provider and distributed by TCI Foundation, India's largest foundation integrated by the Govt. of India for its National Aids Control program. Entry Summary Truck art is a uniquely Indian phenomenon, a sort of cult art form that’s existed for decades but has never been tapped into the mainstream or even within the trucking fraternity for any messaging, let alone to promote a condom brand. Therefore the visual narrative of Dipper was uniquely Indian in its approach – something that was common to several millions of truckers across geographies. Also, this audience lives and drives in a largely media dark environment. From an outdoor perspective, symbols and visual style play a critical role in establishing connect.‘Reach’ was the biggest challenge. Our objective was to find and get through to an audience that drove elusively along the 2nd longest roadway in the world, in a language that they understood best.Tata Motors is the world’s first truck brand that’s actually endorsed, packaged & then marketed condoms to protect the health of its core audience.
Dipper Condoms
案例简介：简要解释 印度领先的卡车制造商塔塔汽车公司 (Tata Motors) 希望超越盈利能力，在患有艾滋病的印度最大的工作专业人士团体 -- 卡车联谊会中创造意识和宣传安全性行为。在印度，每辆卡车的后面都有 “晚上使用北斗七星” 的字样，意思是 “晚上使用前灯”。"所以我们创建了一个避孕套品牌，并将其命名为 “dipper”。“卡车司机” 的目标受众现在也成为了媒体无法到达的偏远地区的信息载体。他们通过驾驶卡车穿越印度高速公路的长度和宽度来宣传安全性行为。与印度领先的避孕药具提供者 HLL Lifecare 合作，由 TCI 基金会分发，TCI 基金会是印度政府为其国家艾滋病控制项目整合的印度最大的基金会。 条目摘要 卡车艺术是一种独特的印度现象，一种邪教艺术形式，已经存在了几十年，但从未被纳入主流，甚至在卡车兄弟会中传播任何信息, 更不用说推广避孕套品牌了。因此，Dipper 的视觉叙事在其方法上是独一无二的印度风格 -- 这在各地数百万卡车司机中是常见的。此外，这些观众在媒体黑暗的环境中生活和驾驶。从户外的角度来看，符号和视觉风格在建立联系中起着至关重要的作用。“reach” 是最大的挑战。我们的目标是找到并接触到一名观众，他们驾驶着一种他们最理解的语言，沿着世界上第2 公里长的道路艰难前行。塔塔汽车是世界上第一个真正认可、包装和销售避孕套来保护核心受众健康的卡车品牌。
Dipper Condoms
案例简介：Brief Explanation India’s leading truck maker, Tata Motors, wanted to go beyond profitability to creating awareness & propagating safe sex in the trucking fraternity, the largest group of working professionals in India, that suffer from AIDS. In India, every truck has the line ‘USE DIPPER AT NIGHT’ at the back - which means "Dip headlights at night." So we created a condom brand and named it ‘DIPPER’. The target audience ‘the truckers’ now also became the carriers of the message across the remotest of places where media couldn’t reach. They propagated safe sex by just driving their trucks across the length and breadth of the Indian Highway. In association with HLL Lifecare, India's leading contraceptive provider and distributed by TCI Foundation, India's largest foundation integrated by the Govt. of India for its National Aids Control program. Entry Summary Truck art is a uniquely Indian phenomenon, a sort of cult art form that’s existed for decades but has never been tapped into the mainstream or even within the trucking fraternity for any messaging, let alone to promote a condom brand. Therefore the visual narrative of Dipper was uniquely Indian in its approach – something that was common to several millions of truckers across geographies. Also, this audience lives and drives in a largely media dark environment. From an outdoor perspective, symbols and visual style play a critical role in establishing connect.‘Reach’ was the biggest challenge. Our objective was to find and get through to an audience that drove elusively along the 2nd longest roadway in the world, in a language that they understood best.Tata Motors is the world’s first truck brand that’s actually endorsed, packaged & then marketed condoms to protect the health of its core audience.
斗避孕套
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Dipper Condoms
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