Ugly Truth Sweaters|短视频|广告营销案例【ADGuider广告指南】

丑陋的真理毛衣

案例简介：报纸 Helsingin Sanomat 推出了一系列季节性毛衣，描绘了今年最丑陋的新闻话题。“丑陋的真相毛衣” 的高度限制系列旨在保留气候变化等重要话题, 假日期间，战争和 # 我也在公众眼中。此前，该报提出了新闻自由的问题，欢迎特朗普总统和普京总统在赫尔辛基峰会之前来到新闻自由的国度。近年来，节日期间最受关注的时尚现象是 “丑陋的圣诞毛衣” 趋势。现在，季节性服装已经变成了不仅仅是一种时尚声明。为了让公众关注重要的事情，北欧最大的报纸 Helsingin Sanomat 推出了一系列丑陋的圣诞毛衣，描绘了今年最丑陋的新闻话题。与其说是花哨的设计，不如说是由于所呈现的主题。该系列包括五件衬衫，描绘了过去一年最丑陋的新闻话题: 气候变化、海洋中的塑料、战争、性骚扰和技术操纵。该系列以 “真相可能很丑陋，但永远不会过时” 为口号，提醒人们，新闻业不应该视而不见。“真相是新闻业的基石，不管它有多丑陋。我们不能回避困难的话题，面对你或难以接受的话题。这就是为什么今年圣诞节我们会把它们穿在袖子上。该报高级主编 Kaius Niemi 说: “我们有责任将这些问题纳入公众意识，并让它们保持在那里，只要它们仍未解决。”。这些衬衫将伴随在 Helsingin Sanomat 发表的一组文章，这些文章详细介绍了每个主题。他们还将被送到一些为解决每一件事做出贡献的人手中。芬兰利托小镇当地生产的 100% 件羊毛衬衫数量非常有限。丑陋的真相毛衣并不是 Helsingin Sanomat 第一次代表重要事务。去年夏天，在捍卫新闻自由的法案中，该报欢迎唐纳德 · 特朗普总统和弗拉基米尔 · 普京总统在赫尔辛基峰会之前来到新闻自由的国度。总统路线上散布的一系列户外广告展示了该报过去关于两位领导人及其与媒体关系的头条新闻。这一噱头引发了一场关于新闻自由状况的辩论，至今仍在继续。

丑陋的真理毛衣

案例简介：Newspaper Helsingin Sanomat launches a line of seasonal sweaters depicting the year’s ugliest news topics The highly limited collection of “ugly truth sweaters” aims to keep important topics such as climate change, war and #MeToo in the public eye during the holiday season. Previously the paper raised the issue of press freedom by welcoming presidents Trump and Putin to the land of free press ahead of their Helsinki Summit. In recent years, the most talked about fashion phenomenon during the holiday season has been the “ugly Christmas sweater” trend. Now the seasonal garment has been turned into something more than a mere fashion statement. As an attempt to keep important matters in the public eye, Helsingin Sanomat, the largest newspaper in the Nordics, has launched a series of ugly Christmas sweaters depicting the year’s ugliest news topics. Instead of garish designs, the ugliness in the #uglytruthsweaters is more due to the subject matters presented. The series comprises of five shirts and depicts some of the past year’s ugliest news topics: climate change, plastic in our oceans, war, sexual harassment and technological manipulation. Introduced under the tagline “The truth may be ugly, but it never goes out of style”, the collection reminds people that there is no matter that journalism should turn a blind eye to. “Truth is the cornerstone of journalism, no matter how ugly it is. We can't shy away from topics that are difficult, in your face or hard to swallow. That's why this Christmas we are wearing them on our sleeve, literally. It is our responsibility to bring these matters into the public consciousness and keep them there as long as they remain unsolved”, says Kaius Niemi, the paper’s Senior Editor-in-Chief. The shirts will accompany a set of articles published in Helsingin Sanomat that take a look at each subject in detail. They will also be sent to a number of people who have contributed to resolving each matter. The highly limited collection of 100 % woollen shirts have been produced locally in Finland, in the small town of Lieto. The ugly truth sweaters are not the first time Helsingin Sanomat has taken a stand for important matters. Last summer, in an act to defend freedom of the press, the paper welcomed presidents Donald Trump and Vladimir Putin to the Land of Free Press ahead of their Helsinki Summit. A series of outdoor ads spread out on the presidents’ route displayed the paper’s past headlines regarding both leaders and their relationship with the media. The stunt sparked a debate on the state of press freedom that continues still today.