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Dirnk repsensilby
案例简介：为什么这项工作与媒体相关？ “Dirnk repsensilby” 活动与媒体类别相关，因为它是一个创造性的品牌建设理念，使用复杂和改变游戏规则的媒体策略来影响成千上万的人，以实现一个好的事业。 这是一项社会责任运动，旨在提高品牌亲和力，提高对巴西一个严重问题的认识: 饮酒和驾驶。 百威、史黛拉、科罗娜等五大啤酒品牌为消费者的酗酒意识采取了前所未有的行动。 背景 酗酒在巴西是一个非常严重的健康问题。每年有超过100.000人死于车祸，酒后驾车是这些死亡的第二大原因。 作为世界上最大的啤酒厂，社会和企业的责任在Ambev的DNA。 十多年来，安贝夫组织了捍卫负责任的饮酒行为的倡议。它参加了关于不适当饮用酒精饮料的影响的世卫组织的讨论，以及提高公众对不负责任饮酒风险的认识的若干其他举措。 竞选简报旨在创建一个基于非产品的强大社会责任信息，以影响公众饮酒和驾驶的风险和后果。 该运动还将与 “黄色五月” 运动合作: 一个月专门提请人们注意世界各地交通中的高伤亡率。 描述创意/见解 (30% 的选票) 这场运动是基于一种洞察力，这种洞察力也是关于酒精的普遍真理: 有时你喝酒，一切似乎都井井有条。但事实并非如此。 所以我们使用了一种独特的设计技术，这种技术的工作方式与人们喝酒时相似。在wrod的ltteers是，olny iprmoatnt tihng是第一个，lsat ltteers是在rghit pclae。 乍一看，我们的大脑还是能理解的。只有当更仔细地阅读时，你才能注意到拼写错误。 通过这种技术，我们想出了一种简单而强大的视觉工艺。我们把世界上最著名的啤酒标志的字母打乱了。起初，人们没有注意到区别。但是仔细看看我们的标签，他们可以看出有些事情已经发生了变化，并与饮酒和驾驶的危险有关。 描述策略 (20% 的选票) 我们开始了重新设计啤酒特别版的活动，通过标签上的错误引起人们的注意。 在第一阶段 (挑衅)，我们展示了该国最大足球锦标赛的首场比赛的标签。数百万观众的主要电视亮相。这些标签也出现在酒吧、杂志、报纸、影响者、社交媒体和OOH上。我们没有告诉任何人变化。 在第二阶段 (互动)，成千上万的人注意到 “错误”，并在社交网络上分享。在最初的24小时内有200.000次提及。 24小时后，我们在第三阶段 (启示) 上揭示了我们的意识信息。我们在社交媒体上一对一回答了成千上万的人，并使用了多媒体策略来接触尽可能多的平台。 在第四阶段 (反应)，成千上万的人，新闻频道和影响者谈论了这场运动。这一次，他们理解了这个想法，并称赞了这个倡议。 描述执行情况 (20% 的选票) 在全国最大足球锦标赛的首场比赛中，啤酒梵天的所有电视插页都被改为 “Bhamra”，没有任何解释。人们将 “错误” 归咎于电视广播公司和安贝夫。 然后，有影响力的人 (体育评论员、幽默作家、名人和音乐家) 回应了这个错误，并分享了不同啤酒的其他图像，以及他们在酒吧、哦和流行音乐中看到的错误标签。 同时，我们交换了战略栏中的瓶子标签，以捕捉自发反应。“错误” 瓶子的图像变成了模因并被发射到Whatsapp中。 与此同时，所有品牌的社交网络都改变了他们的个人资料图片和封面，新闻很快传播开来，引发了关于正在发生的事情的谣言。 第二天早上，所有的广告都揭示了 “错误” 的原因，我们在社交媒体上一对一地回答了成千上万的人，这场运动在巴西和世界的许多门户网站上成为了新闻。 列出结果 (30% 的选票) “Dirnk repsensilby” 活动被该国的主要媒体渠道自发地接受，如世界广告，latinsp, Exame杂志，UOL门户网站和许多其他渠道。它还收集了其他令人印象深刻的结果: -前48小时内有619.000次互动 -谷歌搜索在短短24小时内增加了1550% -订婚是一个令人难以置信的15.6% -1.57亿印象
Dirnk repsensilby
案例简介：Why is this work relevant for Media? The “Dirnk Repsnosilby” campaign is relevant for the Media category because it’s a creative brand building idea that used a complex and game-changing media strategy to impact thousands of people for a good cause. It’s a social responsibility campaign aimed to increase brand affinity and raise awareness about a serious issue in Brazil: drinking and driving. Budweiser, Stella Artois, Corona and other five beer brands united in unprecedented action for consumers' awareness of alcohol abuse. Background Alcohol abuse is a very serious health problem in Brazil. With more than 100.000 deaths by car accidents every year, with drunk driving being the second biggest cause of these fatalities. As the largest brewery in the world, social and corporate responsibility is in Ambev's DNA. For more than a decade, Ambev organizes initiatives to defend responsible drinking practices. It participates in discussions of the World Health Organization (WHO) on the effects of inappropriate consumption of alcoholic beverages and several other initiatives to raise public awareness about the risks of irresponsible drinking. The campaign brief was to create a non-product based powerful social responsibility message to impact the public about the risks and consequences of drinking and driving. The campaign would also collaborate to the “Yellow May” movement: a month dedicated to draw the attention to the high rate of deaths and injuries in traffic around the world. Describe the creative idea/insights (30% of vote) The campaign is based on an insight that’s also an universal truth about alcohol: sometimes you drink and everything seems to in order. But it’s not. So we used a unique design technique that works on a similar way as when people drink. It deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteers be at the rghit pclae. At first glance, our brain can still understand it. Only when reading more carefully, you can notice the spelling mistake. With this technique, we came up with a simple and powerful visual craftmanship. We scrambled the letters of the logos of the world's most famous beers. At first, people couldn’t notice the difference. But with a closer look at our labels, they could tell something had changed and relate to the dangers of drinking and driving. Describe the strategy (20% of vote) We started the campaign re-designing a special edition of beers to provoke the attention trough the error on the labels. On the first phase (provocation), we displayed the labels on the opening matches of the biggest football championship in the country. A major TV appearance for millions of watchers. The labels also appeared in bars, magazines, newspapers, influencers, social media and OOH. We didn’t tell anyone about the change. On the second phase (interaction), thousands noticed the “errors” and shared it on social networks. 200.000 mentions in the first 24 hours. After 24 hours, we revealed our awareness message on the third phase (revelation). We answered thousands of people one-to-one on social media and used a multimedia strategy to reach as many platforms possible. On the fourth phase (reactions), thousands of people, news channels and influencers talked about the campaign. This time, they understood the idea and complimented the initiative. Describe the execution (20% of vote) In the opening game of the biggest football championship in the country, all TV inserts of the beer Brahma were changed to "Bhamra", without explanations. People blamed the TV broadcaster and Ambev for the “mistake”. Then, influencers (sports commentators, humorists, celebrities and musicians) echoed the error and shared other images of different beers with their wrong labels that they had seen in bars, OOH and POP. At the same time, we exchanged the bottle labels in strategic bars to capture spontaneous reactions. Images of the “wrong” bottles became memes and fired into Whatsapp. Meanwhile, all brand social networks changed their profile pictures and covers, and the news quickly spread, generating rumors about what was happening. The next morning, all the ads revealed the reason for the "error" and we answered thousands of people one-to-one on social media and the campaign became news in many portals from Brazil and the world. List the results (30% of vote) The “Dirnk Repsnosilby” campaign was spontaneously picked up by the main media channels in the country, such as Ads of the World, LatinSpots.com, Exame Magazine, UOL Portal and many others. It also gathered other impressive results: - 619.000 interactions in the first 48 hours - Google search increased 1550% in just 24 hours - Engagement was an incredible 15.6% - 157 million impressions
Dirnk Repsnosilby
案例简介：为什么这项工作与媒体相关？ “Dirnk repsensilby” 活动与媒体类别相关，因为它是一个创造性的品牌建设理念，使用复杂和改变游戏规则的媒体策略来影响成千上万的人，以实现一个好的事业。 这是一项社会责任运动，旨在提高品牌亲和力，提高对巴西一个严重问题的认识: 饮酒和驾驶。 百威、史黛拉、科罗娜等五大啤酒品牌为消费者的酗酒意识采取了前所未有的行动。 背景 酗酒在巴西是一个非常严重的健康问题。每年有超过100.000人死于车祸，酒后驾车是这些死亡的第二大原因。 作为世界上最大的啤酒厂，社会和企业的责任在Ambev的DNA。 十多年来，安贝夫组织了捍卫负责任的饮酒行为的倡议。它参加了关于不适当饮用酒精饮料的影响的世卫组织的讨论，以及提高公众对不负责任饮酒风险的认识的若干其他举措。 竞选简报旨在创建一个基于非产品的强大社会责任信息，以影响公众饮酒和驾驶的风险和后果。 该运动还将与 “黄色五月” 运动合作: 一个月专门提请人们注意世界各地交通中的高伤亡率。 描述创意/见解 (30% 的选票) 这场运动是基于一种洞察力，这种洞察力也是关于酒精的普遍真理: 有时你喝酒，一切似乎都井井有条。但事实并非如此。 所以我们使用了一种独特的设计技术，这种技术的工作方式与人们喝酒时相似。在wrod的ltteers是，olny iprmoatnt tihng是第一个，lsat ltteers是在rghit pclae。 乍一看，我们的大脑还是能理解的。只有当更仔细地阅读时，你才能注意到拼写错误。 通过这种技术，我们想出了一种简单而强大的视觉工艺。我们把世界上最著名的啤酒标志的字母打乱了。起初，人们没有注意到区别。但是仔细看看我们的标签，他们可以看出有些事情已经发生了变化，并与饮酒和驾驶的危险有关。 描述策略 (20% 的选票) 我们开始了重新设计啤酒特别版的活动，通过标签上的错误引起人们的注意。 在第一阶段 (挑衅)，我们展示了该国最大足球锦标赛的首场比赛的标签。数百万观众的主要电视亮相。这些标签也出现在酒吧、杂志、报纸、影响者、社交媒体和OOH上。我们没有告诉任何人变化。 在第二阶段 (互动)，成千上万的人注意到 “错误”，并在社交网络上分享。在最初的24小时内有200.000次提及。 24小时后，我们在第三阶段 (启示) 上揭示了我们的意识信息。我们在社交媒体上一对一回答了成千上万的人，并使用了多媒体策略来接触尽可能多的平台。 在第四阶段 (反应)，成千上万的人，新闻频道和影响者谈论了这场运动。这一次，他们理解了这个想法，并称赞了这个倡议。 描述执行情况 (20% 的选票) 在全国最大足球锦标赛的首场比赛中，啤酒梵天的所有电视插页都被改为 “Bhamra”，没有任何解释。人们将 “错误” 归咎于电视广播公司和安贝夫。 然后，有影响力的人 (体育评论员、幽默作家、名人和音乐家) 回应了这个错误，并分享了不同啤酒的其他图像，以及他们在酒吧、哦和流行音乐中看到的错误标签。 同时，我们交换了战略栏中的瓶子标签，以捕捉自发反应。“错误” 瓶子的图像变成了模因并被发射到Whatsapp中。 与此同时，所有品牌的社交网络都改变了他们的个人资料图片和封面，新闻很快传播开来，引发了关于正在发生的事情的谣言。 第二天早上，所有的广告都揭示了 “错误” 的原因，我们在社交媒体上一对一地回答了成千上万的人，这场运动在巴西和世界的许多门户网站上成为了新闻。 列出结果 (30% 的选票) “Dirnk repsensilby” 活动被该国的主要媒体渠道自发地接受，如世界广告，latinsp, Exame杂志，UOL门户网站和许多其他渠道。它还收集了其他令人印象深刻的结果: -前48小时内有619.000次互动 -谷歌搜索在短短24小时内增加了1550% -订婚是一个令人难以置信的15.6% -1.57亿印象
Dirnk Repsnosilby
案例简介：Why is this work relevant for Media? The “Dirnk Repsnosilby” campaign is relevant for the Media category because it’s a creative brand building idea that used a complex and game-changing media strategy to impact thousands of people for a good cause. It’s a social responsibility campaign aimed to increase brand affinity and raise awareness about a serious issue in Brazil: drinking and driving. Budweiser, Stella Artois, Corona and other five beer brands united in unprecedented action for consumers' awareness of alcohol abuse. Background Alcohol abuse is a very serious health problem in Brazil. With more than 100.000 deaths by car accidents every year, with drunk driving being the second biggest cause of these fatalities. As the largest brewery in the world, social and corporate responsibility is in Ambev's DNA. For more than a decade, Ambev organizes initiatives to defend responsible drinking practices. It participates in discussions of the World Health Organization (WHO) on the effects of inappropriate consumption of alcoholic beverages and several other initiatives to raise public awareness about the risks of irresponsible drinking. The campaign brief was to create a non-product based powerful social responsibility message to impact the public about the risks and consequences of drinking and driving. The campaign would also collaborate to the “Yellow May” movement: a month dedicated to draw the attention to the high rate of deaths and injuries in traffic around the world. Describe the creative idea/insights (30% of vote) The campaign is based on an insight that’s also an universal truth about alcohol: sometimes you drink and everything seems to in order. But it’s not. So we used a unique design technique that works on a similar way as when people drink. It deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteers be at the rghit pclae. At first glance, our brain can still understand it. Only when reading more carefully, you can notice the spelling mistake. With this technique, we came up with a simple and powerful visual craftmanship. We scrambled the letters of the logos of the world's most famous beers. At first, people couldn’t notice the difference. But with a closer look at our labels, they could tell something had changed and relate to the dangers of drinking and driving. Describe the strategy (20% of vote) We started the campaign re-designing a special edition of beers to provoke the attention trough the error on the labels. On the first phase (provocation), we displayed the labels on the opening matches of the biggest football championship in the country. A major TV appearance for millions of watchers. The labels also appeared in bars, magazines, newspapers, influencers, social media and OOH. We didn’t tell anyone about the change. On the second phase (interaction), thousands noticed the “errors” and shared it on social networks. 200.000 mentions in the first 24 hours. After 24 hours, we revealed our awareness message on the third phase (revelation). We answered thousands of people one-to-one on social media and used a multimedia strategy to reach as many platforms possible. On the fourth phase (reactions), thousands of people, news channels and influencers talked about the campaign. This time, they understood the idea and complimented the initiative. Describe the execution (20% of vote) In the opening game of the biggest football championship in the country, all TV inserts of the beer Brahma were changed to "Bhamra", without explanations. People blamed the TV broadcaster and Ambev for the “mistake”. Then, influencers (sports commentators, humorists, celebrities and musicians) echoed the error and shared other images of different beers with their wrong labels that they had seen in bars, OOH and POP. At the same time, we exchanged the bottle labels in strategic bars to capture spontaneous reactions. Images of the “wrong” bottles became memes and fired into Whatsapp. Meanwhile, all brand social networks changed their profile pictures and covers, and the news quickly spread, generating rumors about what was happening. The next morning, all the ads revealed the reason for the "error" and we answered thousands of people one-to-one on social media and the campaign became news in many portals from Brazil and the world. List the results (30% of vote) The “Dirnk Repsnosilby” campaign was spontaneously picked up by the main media channels in the country, such as Ads of the World, LatinSpots.com, Exame Magazine, UOL Portal and many others. It also gathered other impressive results: - 619.000 interactions in the first 48 hours - Google search increased 1550% in just 24 hours - Engagement was an incredible 15.6% - 157 million impressions
Dirnk repsensilby
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Dirnk Repsnosilby
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