I WISH MY SON HAD CANCER|短视频|广告营销案例【ADGuider广告指南】

我希望我儿子得了癌症

案例简介：描述客户的简报: 哈里森六岁了。他患有杜氏肌营养不良症。没有治疗，没有治愈，希望渺茫。他的父亲亚历克斯设立了哈里森基金，为研究筹集资金。没有人听说过 DMD，你也没有预算，这并不容易。所以他请我们帮忙。晚上的标准提供了一些空间。这是一个开始。亚历克斯顺便告诉了我们一些事情。令人震惊的东西。有时，他希望他的儿子得了癌症。一种人们知道的疾病。这是可以治疗的，也可能是可以生存的。我们知道这将成为一个强大的故事。有着巨大的公关潜力。所以我们跑了。创意执行: 像我们的策略一样，创造性的执行很简单。一个勇敢的，发人深省的声明。接下来是一个痛苦的父亲的情感和诚实的请求，考虑没有儿子的未来。亚历克斯的话语和痛苦在他抱着、爱和拼命想保护哈里森的黑白照片中回响。关键是要避免慈善广告的陈词滥调, 它必须感觉亚历克斯自己把广告放在一起，所以我们用第一人称写，并故意让广告感觉最低限度的艺术导演。它肯定被注意到了。简短/目标的创造性解决方案: 创意讲述了一个强大的故事。一个绝望的父亲真诚的请求。他的情绪在一个简单的镜头中捕捉到了。这是哈里森爸爸说的。有时，他希望他的儿子得了癌症。一种人们知道的疾病。那是可以治疗的。我们知道是这样。如此强大，我们害怕运行它。但是我们需要创造比普通的 25x4 广告更大的影响。它打破了慈善广告的不成文规则: 你不竞争。但是当你是一个垂死孩子的父亲时，你不在乎规则。所以我们跑了。结果: 我们的广告当然引起了注意。报纸报道了这个故事，远至巴西。亚历克斯在独立电视台和英国广播公司露面。事情真的在网上起飞了。我们的社区经理在那里等着回应。网站访问量上升 17,000%。人们辩论和捐赠来自世界各地。巴克莱资本等主要企业承诺提供支持。一部关于哈里森和 DMD 的纪录片正在制作中。直接捐款增加了 200%，达到 65,000 英镑。对于一个 25x4 的黑白新闻广告来说还不错，而且没有预算。但有一个勇敢的客户。

我希望我儿子得了癌症

案例简介：Describe the brief from the client: Harrison is six. He has Duchenne Muscular Dystrophy. There's no treatment, no cure and little hope. His Dad, Alex, set up Harrison's Fund to raise money for research. Not easy when no-one's heard of DMD, and you've got no budget. So he asked us to help. The Evening Standard offered some space. It was a start. Alex told us something in passing. Something shocking. That sometimes, he wished his son had cancer instead. A disease people knew of. That was treatable and, possibly, survivable. We knew it would make a powerful story. With huge PR potential. So we ran it. Creative Execution: Like our strategy, the creative execution was simple. A brave, thought-provoking statement. Followed by an emotional and honest plea from a father in anguish, contemplating a future without his son. Alex’s words and pain echoed in a black and white shot of him holding, loving and desperately wanting to protect Harrison. The key was to avoid the usual clichés of charity advertising, it had to feel like Alex himself had put the ad together so we wrote in the first person and deliberately made the ad feel minimally art directed. It definitely got noticed. Creative Solution to the Brief/Objective: The creative told a powerful story. An honest plea from a father in despair. His emotion captured in one simple shot. It came from something Harrison’s dad said. Sometimes, he wished his son had cancer instead. A disease people knew of. That was treatable. We knew it was. So powerful, we feared running it. But we needed to create a much bigger impact than a normal 25 x 4 ad. It broke the unwritten rule of charity advertising: you don’t compete. But when you’re the father of a dying child, you don’t care about the rules. So we ran it. Results: Our ad certainly grabbed attention. Newspapers covered the story as far away as Brazil. Alex landed appearances on ITV and the BBC. And things really took off online. Where our community managers waited to respond. Website visits went up by 17,000%. And people debated and donated from around the world. Major businesses, like Barclays Capital, pledged support. A documentary about Harrison and DMD is in the pipeline. Direct donations are up by over 200% to £65,000. Not bad for a 25x4 black and white press ad and no budget. But one brave client.