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走你的位
案例简介：英国肌肉萎缩症组织与创意机构Atomic London合作，发起了一项创新的新活动，以筹集100万英镑来弥补收入损失。该慈善机构领导与60种罕见和非常罕见的肌肉萎缩疾病作斗争，这些疾病在英国影响了70,000多人，该慈善机构鼓励伦敦人在Covid-19期间远离包装好的管子，并与Carmela一起虚拟步行上班，捐赠他们的3英镑地铁票价。该活动将涵盖户外，数字和社交媒体。Carmela chilleri-watson是一名来自devzes的6岁女孩，自3月份以来一直处于完全封锁状态-称为屏蔽-不能离开她的房子。卡梅拉三年前被诊断出患有一种非常罕见的先天性肌营养不良症，并为英国的肌营养不良症筹集了数千英镑。但她的病情意味着，即使封锁放松，人们开始重返工作或学校，卡梅拉和成千上万像她这样的人将继续在家里被屏蔽几个月。像许多慈善机构一样，自冠状病毒大流行来袭以来，英国肌肉萎缩症组织的捐款遭受了巨大损失，总额超过2.8英镑，面临着资金耗尽的真正风险，无法支持像卡梅拉这样的英国70,000人民。为了筹集这些急需的资金，Atomic London提出了 “走最后一步” 的想法。竞选活动将使Carmela转向自己的数字8位版本，走过由数字艺术家Eboy创建的伦敦8位像素艺术地图，并出现在标志性的Piccadilly Lights广告牌上。伦敦人将被邀请 “与她同行”，走最后一英里去上班，并通过短信捐赠他们的3英镑地铁票价。作为每笔捐款的回报，一个数字人将与卡梅拉一起被添加到广告牌上，试图为慈善机构筹集前所未有的100万gb。创意合伙人盖伊·布拉德伯里说: “随着我们的行业和许多其他类似行业恢复工作，我们希望利用新冠肺炎疫情期间的现有行为，让每个人走最后一点路去工作，对于那些做不到这一点的人来说。”通过捐赠他们省下的钱，他们将确保70,000人不会落后。英国肌肉萎缩症组织营销和传播总监斯蒂芬·穆尼补充说: “看到卡梅拉几乎走在伦敦街头，在她身体上不可能离开家的时候，这种想法很有力量和深度。”我们很高兴能够让卡梅拉有机会在欧洲最大的数字广告牌上亮相，因为她为英国肌肉营养不良症做了这么多令人惊叹的筹款活动。“。除了皮卡迪利灯光广告牌，该活动旨在创建Carmela收购，并在社交平台上进行推广，并在合作媒体空间和关键影响者中进行推广，以鼓励全国各地的人们步行上班。因为如果卡蜜拉能走一英里，我们都可以。加入Carmela和text WALK到70140捐赠3英镑的tube票价，并看到自己的8位版本加入这个标志性的广告牌。由Atomic，英国为肌肉萎缩症英国创建的户外广告，类别: 公共利益，非政府组织。
走你的位
案例简介：Muscular Dystrophy UK has teamed up with creative agency Atomic London to create an innovative new campaign to raise £1m towards lost income. The charity, which leads the fight against 60 rare and very rare muscle-wasting conditions that affect more than 70,000 people in the UK, is encouraging Londoners to stay away from packed tubes during Covid-19 and join Carmela in a virtual walk to work by donating their £3 tube fare. The campaign will feature across outdoor, digital and social media. Carmela Chillery-Watson, a determined and engaging six-year-old from Devizes, has been in complete lockdown – called shielding – since March and cannot leave her house. Carmela was diagnosed three years ago with a very rare congenital muscular dystrophy and has gone on to raise thousands of pounds for Muscular Dystrophy UK. But her condition means that even when lockdown eases and people begin to return to work or school, Carmela and many thousands like her will continue to stay shielded at home for many more months. Like many charities, Muscular Dystrophy UK has suffered a huge loss in donations since the coronavirus pandemic hit, totalling more than £2.8m, and is at very real risk of running out of funds to support the 70,000 people in the UK like Carmela. In a bid to raise these much- needed funds, Atomic London has come up with the idea to ‘Walk the last bit’. The campaign will see Carmela turned in to a digital 8-bit version of herself, walking through an 8-bit Pixel Art map of London, created by the digital artists Eboy and featured on the iconic Piccadilly Lights billboard. Londoners will be invited to ‘walk with her’ by walking the last mile to work and donating their £3 tube fare via text. In return for each donation, a digital person will be added to the billboard alongside Carmela in an attempt to raise an unprecedented £1m for the charity. Creative partner Guy Bradbury said “As our industry and many others like it return to work, we want to tap into existing behaviour around COVID 19 and get everyone to walk the last little bit to work, for those who can’t. By donating the money they save they will ensure 70,000 people don’t get left behind”. Stephen Mooney, Director of Marketing and Communications at Muscular Dystrophy UK, added: “There is lovely strength and depth to the idea of seeing Carmela virtually walk the streets of London, during a time when it is not physically possible for her to leave her house. We’re thrilled to be able to give Carmela the chance to feature on Europe’s largest digital billboard after all the amazing fundraising she has done for Muscular Dystrophy UK.” Beyond the Piccadilly Lights billboard, the campaign is bidding to create a Carmela takeover with promotion on social platforms and feature across partnering media space and key influencers to encourage people across the country to walk to work. Because if Carmela can walk a mile, we all can. Join Carmela and text WALK to 70140 to donate your £3 tube fare and see an 8-bit version of yourself join this iconic billboard. Outdoor advertisement created by Atomic, United Kingdom for Muscular Dystrophy UK, within the category: Public Interest, NGO.
Walk your bit
案例简介：英国肌肉萎缩症组织与创意机构Atomic London合作，发起了一项创新的新活动，以筹集100万英镑来弥补收入损失。该慈善机构领导与60种罕见和非常罕见的肌肉萎缩疾病作斗争，这些疾病在英国影响了70,000多人，该慈善机构鼓励伦敦人在Covid-19期间远离包装好的管子，并与Carmela一起虚拟步行上班，捐赠他们的3英镑地铁票价。该活动将涵盖户外，数字和社交媒体。Carmela chilleri-watson是一名来自devzes的6岁女孩，自3月份以来一直处于完全封锁状态-称为屏蔽-不能离开她的房子。卡梅拉三年前被诊断出患有一种非常罕见的先天性肌营养不良症，并为英国的肌营养不良症筹集了数千英镑。但她的病情意味着，即使封锁放松，人们开始重返工作或学校，卡梅拉和成千上万像她这样的人将继续在家里被屏蔽几个月。像许多慈善机构一样，自冠状病毒大流行来袭以来，英国肌肉萎缩症组织的捐款遭受了巨大损失，总额超过2.8英镑，面临着资金耗尽的真正风险，无法支持像卡梅拉这样的英国70,000人民。为了筹集这些急需的资金，Atomic London提出了 “走最后一步” 的想法。竞选活动将使Carmela转向自己的数字8位版本，走过由数字艺术家Eboy创建的伦敦8位像素艺术地图，并出现在标志性的Piccadilly Lights广告牌上。伦敦人将被邀请 “与她同行”，走最后一英里去上班，并通过短信捐赠他们的3英镑地铁票价。作为每笔捐款的回报，一个数字人将与卡梅拉一起被添加到广告牌上，试图为慈善机构筹集前所未有的100万gb。创意合伙人盖伊·布拉德伯里说: “随着我们的行业和许多其他类似行业恢复工作，我们希望利用新冠肺炎疫情期间的现有行为，让每个人走最后一点路去工作，对于那些做不到这一点的人来说。”通过捐赠他们省下的钱，他们将确保70,000人不会落后。英国肌肉萎缩症组织营销和传播总监斯蒂芬·穆尼补充说: “看到卡梅拉几乎走在伦敦街头，在她身体上不可能离开家的时候，这种想法很有力量和深度。”我们很高兴能够让卡梅拉有机会在欧洲最大的数字广告牌上亮相，因为她为英国肌肉营养不良症做了这么多令人惊叹的筹款活动。“。除了皮卡迪利灯光广告牌，该活动旨在创建Carmela收购，并在社交平台上进行推广，并在合作媒体空间和关键影响者中进行推广，以鼓励全国各地的人们步行上班。因为如果卡蜜拉能走一英里，我们都可以。加入Carmela和text WALK到70140捐赠3英镑的tube票价，并看到自己的8位版本加入这个标志性的广告牌。由Atomic，英国为肌肉萎缩症英国创建的户外广告，类别: 公共利益，非政府组织。
Walk your bit
案例简介：Muscular Dystrophy UK has teamed up with creative agency Atomic London to create an innovative new campaign to raise £1m towards lost income. The charity, which leads the fight against 60 rare and very rare muscle-wasting conditions that affect more than 70,000 people in the UK, is encouraging Londoners to stay away from packed tubes during Covid-19 and join Carmela in a virtual walk to work by donating their £3 tube fare. The campaign will feature across outdoor, digital and social media. Carmela Chillery-Watson, a determined and engaging six-year-old from Devizes, has been in complete lockdown – called shielding – since March and cannot leave her house. Carmela was diagnosed three years ago with a very rare congenital muscular dystrophy and has gone on to raise thousands of pounds for Muscular Dystrophy UK. But her condition means that even when lockdown eases and people begin to return to work or school, Carmela and many thousands like her will continue to stay shielded at home for many more months. Like many charities, Muscular Dystrophy UK has suffered a huge loss in donations since the coronavirus pandemic hit, totalling more than £2.8m, and is at very real risk of running out of funds to support the 70,000 people in the UK like Carmela. In a bid to raise these much- needed funds, Atomic London has come up with the idea to ‘Walk the last bit’. The campaign will see Carmela turned in to a digital 8-bit version of herself, walking through an 8-bit Pixel Art map of London, created by the digital artists Eboy and featured on the iconic Piccadilly Lights billboard. Londoners will be invited to ‘walk with her’ by walking the last mile to work and donating their £3 tube fare via text. In return for each donation, a digital person will be added to the billboard alongside Carmela in an attempt to raise an unprecedented £1m for the charity. Creative partner Guy Bradbury said “As our industry and many others like it return to work, we want to tap into existing behaviour around COVID 19 and get everyone to walk the last little bit to work, for those who can’t. By donating the money they save they will ensure 70,000 people don’t get left behind”. Stephen Mooney, Director of Marketing and Communications at Muscular Dystrophy UK, added: “There is lovely strength and depth to the idea of seeing Carmela virtually walk the streets of London, during a time when it is not physically possible for her to leave her house. We’re thrilled to be able to give Carmela the chance to feature on Europe’s largest digital billboard after all the amazing fundraising she has done for Muscular Dystrophy UK.” Beyond the Piccadilly Lights billboard, the campaign is bidding to create a Carmela takeover with promotion on social platforms and feature across partnering media space and key influencers to encourage people across the country to walk to work. Because if Carmela can walk a mile, we all can. Join Carmela and text WALK to 70140 to donate your £3 tube fare and see an 8-bit version of yourself join this iconic billboard. Outdoor advertisement created by Atomic, United Kingdom for Muscular Dystrophy UK, within the category: Public Interest, NGO.
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Walk your bit
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