My Last Days: Meet Anthony|图文|广告营销案例【ADGuider广告指南】

我的最后日子: 遇见安东尼

案例简介：为什么这项工作与品牌内容和娱乐相关？我的《最后的日子》是一部电视纪录片，讲述了勇敢的人们在生活中的生活患有绝症但欣欣向荣。这一集的目标是分享一个温馨的关于一个与ALS生活在一起的千禧一代的故事，以及用他的魔力吸引观众的故事真实的生活体验。这一集是品牌娱乐节目，但不仅仅是将医疗产品纳入其中，我们着手无缝编织品牌价值进入叙述。我们认为，这种内容集成是一个可能的案例研究当品牌内容和娱乐通过真诚的艺术融合在一起时表情。描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 在美国，FDA规定，如果它们本质上是未清除的或完全是实验性的，或者如果它们是清除的医疗设备被销售用于未在其批准或清除的标签上使用的用途。健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？安东尼 (Anthony) 是一位与ALS一起生活的街头摄影师。这种绝症夺走了他他的机动性以及他的艺术表现力，因为他再也无法举起相机拍摄照片。这一集本身就是改变人生的创造力，因为这部剧给了代表性不足的人口。该节目的制作人还创造了允许安东尼拍摄照片，即使他不能再举起相机，因为这种疾病。这种创造性的行为使安东尼能够继续进行创造性的艺术创作。他如此爱。背景我的《最后的日子》始于2012年在YouTube上的纪录片系列。我们实现了全球在网上获得4000万次观看后，在第一季取得了成功，没有营销预算，并使upworthy的服务器因流量而崩溃。然后，我们将系列转换为CW网络上的线性电视，它目前在第五季，并增加了2500万有机在线观看次数。第三季简而言之，网络要求我们制作五个线性剧集，重点关注患有绝症但欣欣向荣的人。当CW获得选角批准时，没有关于艺术表达、创造力或品牌曝光的参数- 我们被赋予了完全的自由，可以使故事栩栩如生。对网络最重要的是展示引人入胜的故事，这些故事有可能引起全球观众的共鸣。描述创意安东尼一集中的故事是为了把我的最后几天带到下一天艺术水平。从历史上看，该系列是一部非常简单的纪录片。与这一集，我们开始通过翻译安东尼的生活经历来超越这种形式进入关键的艺术序列，展示了他旅程的光影。此外，我们希望包括一个不会感到被迫或剥削的品牌整合。为此，我们选择了一个与安东尼的生活直接相关的品牌，因此可以无缝地融入叙事中。对于居住在ALS中的摄影师来说，他逐渐失去了对自己手的控制，我们只能想象一种产品。但是有一个问题…… 我们为安东尼设想的产品-他可以用眼睛控制的相机-不存在。所以我们的团队开始自己创造技术。描述策略为了提高节目的艺术性，我们制作了旨在帮助观众的序列与安东尼建立更深层次的联系。例如，安东尼和他的优雅镜头妻子在淋浴和床上展示了他们的爱的深度，没有任何剥削。为了在观众和安东尼的激情之间建立关系，我们在整个叙述中包括一个BTS快照效果，以及一个鼓舞人心的照片蒙太奇。在品牌整合方面，我们与一家帮助ALS的公司合作病人用眼睛控制电脑。他们捐赠了一台电脑，但我们没有让它控制安东尼相机的方式。反正还没有。几周后实验中，我们的团队成功地创造了让安东尼用眼睛控制摄像机。该产品是该行业的第一款产品，也是Anthony的游戏改变者。他现在可以拍照了，即使瘫痪了。描述执行情况我们的主要目标是确保安东尼和他的家人感到尊重和荣幸在整个生产过程中。为此，我们确保我们的船员由专业人员组成同情和尊重的人。安东尼正在经历重大的情感由于他的疾病而造成的困难，最重要的是我们不要利用安东尼的处境或迫使他经历他感到不舒服的经历。这个意味着频率当安东尼需要休息或感到疲倦时，暂时暂停生产。最终，创意的执行是无缝的，安东尼和他的家人对这次经历感到高兴。我们有一个紧迫的时间表，两个星期的预生产和生产四天。考虑到我们也是一个特别短的窗口为相机开发了技术，这是我们作为媒体工作室所不具备的技能。安东尼的一集在《我的最后一天》的第三季在CW网络上播出。描述结果安东尼的《我的最后一战》一集的电视收视率为470,000，超过了 11万名观众在当晚被判无期徒刑。电视总收视率为1,714,000 (比上一季增加500,000)，而数字总数收视率为7000万。我们在脸书上建立了202,000名观众观看页面，该节目以数字方式发布，并收到数千来自世界各地的人们的数千条信息和dm 受到内容的积极影响。我们还为慢性病筹集了200多万美元疾病研究。

我的最后日子: 遇见安东尼

案例简介：Why is this work relevant for Branded Content & Entertainment? My Last Days is a TV documentary series profiling courageous people navigating life with a terminal illness yet thriving. The goal for this episode was sharing a heartwarming story about a millennial living with ALS and captivating viewers with the magic of his authentic life experience. The episode was branded entertainment, but instead of just forcing medical products into the piece, we set out to weave brand values seamlessly into the narrative. We believe this content integration is a case study for what’s possible when branded content and entertainment are fused together through sincere artistic expression. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: In the U.S., the FDA stipulates that medical devices aren’t authorized for marketing if they're uncleared or wholly experimental in nature, or if they're cleared medical devices being marketed for uses not on their approved or cleared labels. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Anthony is a street photographer living with ALS. This terminal illness has robbed him of his mobility and thus his artistic expression, as he can no longer lift his camera to take photos. This episode is itself life-changing creativity because the show gave a voice to an underrepresented population. Producers of the show also created technology that allowed Anthony to shoot photos, even though he can no longer lift his camera because of the disease. This creative act allowed Anthony to continue doing the creative artistry he so loves. Background My Last Days started as a documentary series on YouTube in 2012. We achieved global success with season one of the show after receiving 40 million views online, with no marketing budget, and crashing upworthy’s server with traffic. We then transitioned the series to linear TV on the CW Network, where it’s currently in season five, and added another 25 million organic online views. For the season three brief, the network asked us to create five linear episodes that focused on the stories of people living with a terminal illness, yet thriving. While the CW had casting approval, there were no parameters regarding artistic expression, creativity or brand exposure — we were given complete freedom to bring the stories to life as we saw fit. What mattered most to the network was the presentation of compelling stories that had the potential to resonate with a global audience. Describe the creative idea The storytelling in Anthony’s episode was intended to take My Last Days to the next level artistically. Historically, the series was a very straightforward documentary. With this episode, we set out to transcend this format by translating Anthony’s life experience into key artistic sequences that showed the light and shadow of his journey. Additionally, we wanted to include a brand integration that didn’t feel forced or exploitative. To do this, we selected a brand that had direct relevance to Anthony’s life and could thus seamlessly integrate into the narrative. For a photographer living with ALS, who was slowly losing control over his hands, there was only one product we could imagine featuring. But there was a problem…the product we envisioned for Anthony — a camera that he could control with his eyes — didn’t exist. So our team set out to create the technology ourselves. Describe the strategy To step up the artistry of the show, we crafted sequences designed to help audiences connect with Anthony on a deeper level. For example, elegant shots of Anthony and his wife in the shower and in bed showcased the depth of their love without any exploitation. To create a relationship between audiences and Anthony’s passion, we included a BTS snapshot effect throughout the narrative, along with an inspirational photo montage. For the brand integration, we partnered with a company that helps ALS patients control computers with their eyes. They donated a computer, but we had no way of having it control Anthony’s camera. Not yet, anyways. After weeks of experimentation, our team successfully created technology that would allow Anthony to control the camera with his eyes. This product was a first for the industry and a gamechanger for Anthony. He’ll now be able to take photos, even when paralyzed. Describe the execution Our primary goal was to ensure that Anthony and his family felt respected and honored throughout production. To do this, we ensured our crew was composed of professionals who are empathetic and respectful. Anthony was experiencing significant emotional hardship due to his disease, and it’s of the utmost importance that we not exploit Anthony's situation or force him into experiences where he feels uncomfortable. This meant frequently pausing production when Anthony needed a break or felt tired. Ultimately, the execution of the creative was seamless, and Anthony and his family were overjoyed by the experience. We had a tight timeline, two weeks for pre-production and four days for production. This was a particularly short window considering we also developed technology for the camera, which was not in our skill set as a media studio. Anthony’s episode aired on the CW Network during the third season of My Last Days. Describe the outcome Television viewership for Anthony’s episode of My Last Days was 470,000, outpacing its lead-in for the night, Life Sentence, by 110,000 viewers. The total television viewership was 1,714,000 (an increase of 500,000 from the previous season), and the total digital viewership was 70 million views. We built an audience of 202,000 on the Facebook watch page, where the show is digitally released and receives thousands upon thousands of messages and DMs from people around the world who’ve been positively impacted by the content. We’ve also raised over two million dollars for chronic illness research.