Holograms For Freedom|短视频|广告营销案例【ADGuider广告指南】

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自由全息图

案例简介：活动描述西班牙政府正在破坏集会权，试图减少反对其政策的抗议活动的数量和规模。事实上，议会大楼周围的示威已经被禁止数月。鉴于我们的倡议是在地方当局 (马德里委员会) 、区域 (马德里自治共同体) 和国家各级对抗执政党, 我们在制作和拍摄全息抗议以及分发制作的材料方面面临着重大的行政和警察障碍。有效性自去年以来，西班牙政府在国会和参议院的绝对多数支持下，一直在设计一系列措施和法律改革, 人们通常称之为 “禁言法”。最终，西班牙国会于 3月26日通过了这项法律。一个来自联合国的人权专家小组表示，他们对《公共安全法》和《刑法》的倡议感到担忧，他们说这将侵犯西班牙人民的人权。平台 NoSomosDelito (WeAreNotCrime)，由一百多个公民组织、活动家组成,法学家，生来就是要让公民了解这些改革的意义，这些改革以 “公民安全” 的名义限制言论和集会自由等基本权利, 并迫使政府立即撤回他们。 noSomosDelito 的目标之一是让公众意识到他们的信息,因此，他们可以动员民众，收集反对这项法律的签名，并引起西班牙以外的媒体和政府的批评，以防止该法律生效。为此，我们创建了全息抗议，这是第一次。3月26日，也就是禁言法获得批准的同一天，我们推出了一个挑逗网站，鼓励用户以虚拟方式参与演示: 上传他们的照片, 记录他们的喊声并发送抗议信息。当时，为了避免与西班牙当局发生对抗，我们没有透露抗议活动的地点。 4月10日，我们利用拍摄许可证，在议会大楼前的 7x 4米屏幕上放映了抗议活动。媒体报道了全球范围内的事件，而我们将其记录在几天后发行的短片中。实施出于几个原因，观众被这些内容深深吸引。首先，这是一种前所未有的创造性抗议方式。第二，它无视禁止在议会前示威。我们选择了最困难的地方，也是最具象征意义的地方。这也反映了法律规定的废除权利的相关方式: 血肉抗议是不被容忍的。媒体发现这个故事不仅因为它的政治和社会内容而有趣，而且从技术的角度来看，也是行动主义的历史里程碑。结果该活动在全球媒体中大受欢迎，据估计，媒体收入 (撰写本文时) 为 1600万欧元，全球观众超过 8亿。它被主要的国家和国际媒体、电视和网络媒体报道，并被纳入其中一些媒体的头版和社论，如如法国报纸《世界报》, 《纽约时报》和《波士顿环球报》。它也出现在无数的地方和专业媒体上。17.857 人通过网站参加了示威，尽管在那一刻之后，参与度持续上升超过 20.000。超过 330.000 人在网上签署了撤回法律的请愿书。我们的抗议聚集了超过 50.000 条推特和大约 4亿条推特印象。媒体和人们认为这场运动是一个历史性的事件，无论是在争取民权的斗争中，还是从技术的角度来看。他们辩论了它的重要性，它是如何超越新法律带来的障碍，甚至是如何使行使言论权和集会自由的新形式形式成为可能。最终，抗议在西班牙国会的一次会议上进行了辩论。相关性 NoSomosDelito (WeAreNotCrime) 需要向西班牙公民和国际公众舆论展示西班牙批准 “禁言法” 的后果。为此，我们创建了一个与媒体专业人士相关的原创活动，并将进入新闻: 由 NoSomosDelito 组织的历史上第一次全息抗议。这一内容展示了品牌的关键方面和价值，nosomosdilito 平台反对禁言法: 捍卫人民的权利,尤其是那些自由集会的人，以及保持对政府不公正的公民抗议的必要性。机密信息世界各地的几个组织 (加拿大、埃及和匈牙利) 要求指导复制全息抗议，甚至伦敦科学博物馆它的展览制作人已经联系了我们，以便用投影作为一种方式，与游客就政府控制问题展开讨论。 NoSomosDelito (WeAreNotCrime) 向公民通报了限制言论自由和集会自由等基本权利的禁言法的含义，迫使政府立即撤回这些权利。这就是为什么我们创造了历史上第一次反对这项法律的全息抗议来宣传它。来自世界各地的数千人参与了上传他们的照片、呐喊和抗议信息的活动。

自由全息图

案例简介：Campaign Description The right of assembly is being undermined by the Spanish government, in an attempt to reduce the number and the magnitude of the protests against their policies. In fact, demonstrations around Parliament building have been banned for months. Given that our initiative was to confront the party in power at the local authority (Madrid Council), regional (Autonomous Community of Madrid) and national levels, we were facing major administrative and police obstacles in the creation and filming of the holographic protest, and in the distribution of the produced material. Effectiveness Since last year, Spanish government, backed up by an absolute majority in Congress and Senate, has been designing a group of measures and law reforms, commonly known by the population as “The Gag Law”. Ultimately, Spanish Congress passed this law on March 26th.A panel of human rights experts from the United Nations said they were concerned about the Public Security Law and the Penal Code initiatives, which they say will violate Spanish people’s human rights.The platform NoSomosDelito (WeAreNotCrime), formed by over a hundred citizens’ organizations, activists, and jurists, is born with the intention of informing citizens about the meaning of these reforms, which restrict fundamental rights such as freedom of expression and assembly in the name of “citizens’ security”, and to pressure the government into withdrawing them immediately.One of the objectives of NoSomosDelito is public awareness of their message, so they can mobilize people and collect signatures against this law, and also generate criticism from media and governments outside Spain, in order to prevent its entry into force. To that end we created the Holographic Protest, the first of its kind. On March 26th, the same day the Gag Law was approved, we launched a teaser website which encouraged users to participate in the demonstration in a virtual way: uploading their pictures, recording their shouts and sending their protest messages. At that time we did not revealed the location where the protest would take place, in order to avoid confrontation with the Spanish authorities.On April 10th, we projected the protest on a 7x4 meters screen in front of the Parliament building, taking advantage of a filming permit. Media covered the event worldwide, while we documented it in a short film that was distributed some days later. Implementation Audience were greatly drawn to the content, for several reasons. First of all, it was a creative way of protest which has never been done before. Secondly, it defied the banning of demonstrations in front of Parliament. We chose the most difficult place, but also the most symbolic. It also reflected in a relevant way the abolition of rights the law has introduced: flesh and blood protest will not be tolerated.Media found the story interesting not only for its political and social content, but also from a technological point of view, and as a historical milestone in activism. Outcome The campaign was a global hit in media all around the world, with an estimated earned media (at the time of writing) of 16 million euros, and a global audience of over 800 million. It was covered by the main national and international press, TV and online media, and made into the front page and editorials of some of them, such as the French newspaper Le Monde, The New York Times and The Boston Globe. It also appeared in countless local and specialized media.17.857 people participated in the demonstration via the website, although after that moment, participations kept rising over 20.000. The online petition for the withdrawal of the law was signed by more than 330.000 people.Our protest gathered over 50.000 tweets and about 400 million Twitter impressions.Media and people saw the campaign as a historic event, both in the struggle for civil rights and from the technological point of view. They debated its significance, how it surpassed the obstacles the new law poses, or even how it makes possible new forms of exercising the right of expression and the freedom of assembly.Ultimately, the protest was debated in a session of the Spanish Congress. Relevancy NoSomosDelito (WeAreNotCrime) needed to show Spanish citizens and the international public opinion the consequences of the approval of the “Gag Law” in Spain. To that end, we created an original event that would be relevant to media professionals and would get into the news: the first holographic protest in History, organized by NoSomosDelito.This content shows the key aspects and values of the brand, NoSomosDelito platform against the Gag Law: the defense of people’s rights, especially those of free assembly, and the need to maintain civil protest against government’s injustices. Confidential Information Several organizations around the world (Canada, Egypt, and Hungary) asked for guidance in replicating the holographic protest, and even the Museum of Science of London, through one of its exhibition producers, has contacted us in order to use the projection as a way to open a discussion on the issue of Government control with their visitors. NoSomosDelito (WeAreNotCrime) informs citizens about the meaning of The Gag Law, which restrict fundamental rights such as freedom of expression and assembly, pressuring the government into withdrawing them immediately. That’s why we created the first Holographic Protest in history against this law to inform about it. Thousand of people from all over the world participated uploading their pictures, their shouts and protest's messages.