The Sorority Packs|海报/平面|广告营销案例【ADGuider广告指南】

女生联谊会打包

案例简介：为什么这项工作与Direct相关？好吗？为什么这项工作与媒体相关？女人们努力不让自己的外表被贴上标签。除此之外，一项调查显示，65% 的人感觉不到广告代表。EQlibri通过无数的倡议支持女性的自我接纳。但它的包装并没有反映这一点。这就是为什么我们创造了新的包装，并借此机会重塑了eQlibri的品牌。为了表达我们对女性的支持，撕掉旧标签，激励她们为自己感到骄傲，并愿意互相支持。项目规模和体量？-2月和 3月期间生产的所有eQlibri产品都有新包装。他们被分发统计数据证实，65% 的女性感觉不到广告的代表。我们采取了这种洞察力，并创造了新的包装和新的定位，告诉所有女性，所有颜色，所有形状，所有口音。背景情况-？女人们努力不让自己的外表被贴上标签。除此之外，一项调查显示，65% 的人感觉不到广告代表。简介？-eQlibri通过无数的倡议支持女性的自我接纳。但它的包装并没有反映这一点。这就是为什么我们创造了新的包装，并借此机会重塑了eQlibri的品牌。目标？-展示我们对女性的支持，撕掉旧标签，激励她们为自己感到骄傲，并愿意互相支持。 • 项目规模和体量？-2月和 3月期间生产的所有eQlibri产品都有新包装。它们分布在巴西各地。描述创意/见解 (30% 的选票) EQlibri是一个支持女性自我接纳的百事零食品牌。为了对抗破坏性的刻板印象和不平等，我们采取了立场，将自己的包装变成广告牌，以突出多样性和公平性。在前面，几十幅插图结合了一队各种口音、颜色和形状的女性。在背面，标签 # WomenToFollow邀请观众去发现神奇女性的作品，创造了一个互相激励的网络。目标受众是 25-40 岁的真正女性，城市女性，她们有着忙碌的日常生活，分为工作、家庭、健身房和朋友。描述策略 (20% 的选票) • 数据收集:？根据Todxs的研究，65% 的巴西女性感觉不到该国的广告代表。 • 目标受众真正的女性 25-40 岁，城市，有一个忙碌的例行公事，并分为工作，家庭，家庭，健身房和朋友。 • 方法？为了打击破坏性的陈规定型观念和不平等，我们采取了立场，将自己的包装变成广告牌，以突出多样性和公平性。描述执行情况 (20% 的选票) 我们重新设计了我们的包装，以自豪地代表所有女性。电影，POS，OOH，社交网络和我们自己的产品有助于传播信息。这项运动始于国际妇女节，一直持续到 4月底。 3月和 4月期间生产的所有eQlibri产品都有新包装。它们分布在巴西各地。列出结果 (30% 的选票) 在零售下降和广告价值增长超过 5% 美元的时期，销售额增长了 600.000。大型出版物和数千名女性强调了我们的新包装和活动。 2800万人的潜在范围。成千上万的女性已经立即确认，并通过Instagram的故事、帖子和评论展示了她们的感受。我们通过人们在自己家中携带的包装，甚至在市场和便利店中，也以联谊会和多样性的信息影响人们。

女生联谊会打包

案例简介：Why is this work relevant for Direct? ? Why is this work relevant for Media? Women have fought not to be labeled by their appearance. Besides that, a survey revealed that 65% of them do not feel represented by advertising. eQlibri has supported women's self-acceptance through countless initiatives. But its packaging didn’t reflect that. That’s why we created new packaging and we took the chance to rebrand eQlibri. To show our support to women, rip off old labels, inspire them to feel proud about themselves and willing to support each other. Project scale and volume ? - All eQlibri products produced during February and March had the new packaging. They were distributed Statistics comproved that 65% of women don’t feel represented by ads. We took this insight and created new packaging and new positioning that speaks to all women, of all colors, and all shapes, all accents. Background Situation - ?Women have fought not to be labeled by their appearance. Besides that, a survey revealed that 65% of them do not feel represented by advertising. Brief ?- eQlibri has supported women's self-acceptance through countless initiatives. But its packaging didn’t reflect that. That’s why we created new packaging and we took the chance to rebrand eQlibri. Objectives ?- To show our support to women, rip off old labels, inspire them to feel proud about themselves and willing to support each other. • Project scale and volume ? - All eQlibri products produced during February and March had the new packaging. They were distributed throughout Brazil. Describe the creative idea/insights (30% of vote) eQlibri is a Pepsico snack brand that supports women's self-acceptance. To fight against damaging stereotypes and inequatilities, we took a stand and turned our own packaging into billboards to highlight diversity and equity. On the front, dozens of illustrations combined a squad of women of all accents, colors and shapes. On the back, the hashtag #WomenToFollow invited the audience to discover the work of amazing women, creating a network that inspires each other. The target audience is real women 25-40 years old, urban, that have a hectic routine and are divided between work, home, family, gym and friends. Describe the strategy (20% of vote) • Data gathering :? According to Todxs Research, 65% of Brazilian women do not feel represented by the advertising made in the country. • Target audience Real women 25-40 years old, urban, that have a hectic routine and are divided between work, home, family, gym and friends. • Approach ? To fight against damaging stereotypes and inequalities, we took a stand and turned our own packaging into billboards to highlight diversity and equity. Describe the execution (20% of vote) We redesigned our packaging to proudly represent ALL women. Films, POS, OOH, social networks and our own product helped spread the message. The campaign began on International Women's Day and lasted until the end of April. All eQlibri products produced during March and April had the new packaging. They were distributed throughout Brazil. List the results (30% of vote) Sales increased 5% in a period when retail has dropped and ad value has grown over U$$ 600.000. Large publications and thousands of women highlighted our new packaging and campaign. Potential range of 28 million people. Thousands of women have identified immediately and showed how much they felt represented through Instagram Stories, posts and comments. We impacted people with a message of sorority and diversity even in markets and convenience stores through packs they took inside their own homes.