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最后一英里
案例简介：为什么这项工作与品牌内容和娱乐相关？ “最后一英里” 汇集了一流的好莱坞人才，一部标志性的奥斯卡获奖电影和一位莫桑比克的母亲，讲述了一个被遗忘的故事。这个故事提醒我们，艾滋病毒/艾滋病仍然存在，但我们共同有机会永远结束它。这部纪录片是与 (RED) 合作制作的，在索尼影业 (Sony Pictures) 和《国家地理》 (National Geographic) 的帮助下，制作了25年，旨在提醒当今的全球观众，仍然有多少人受到这种可怕疾病的影响。 描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 与 (红色) 合作，我们接触了一些关于艾滋病毒/艾滋病的最有知识的人。他们让我们保持诚实。 最大的限制来自可口可乐，他们不希望该品牌掩盖信息。因此，可口可乐在很大程度上处于后台。 健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 意识拯救生命。我们电影的作用是在这个信息最能引起共鸣的时候提高人们对艾滋病毒/艾滋病的认识。世界艾滋病日。当意识由这一事件驱动时，人们会尽最大努力支持这一事业。 背景 我们的客户是慈善机构 (RED) 的长期支持者和合作伙伴。在财政捐助和后勤解决方案方面积极参与防治艾滋病。他们相信，任何你能得到他们的产品的地方，你也应该能够得到对抗这种可怕疾病所需的药物。这是他们在防治艾滋病毒/艾滋病方面的贡献。 每2分钟就有一名青少年感染艾滋病毒。400婴儿将出生时艾滋病毒呈阳性。五分之一的非洲人患有这种疾病。每年有近100万人丧生。这些都在今天发生。但是，大多数人都没有意识到艾滋病的破坏性影响。它已经并将继续对世界产生影响。 我们的目标是改变这一点。我们的简介: 在全球范围内提高对艾滋病毒/艾滋病的认识，以帮助彻底根除该疾病。 描述创意 创意既简单又偶然。2018年是关于艾滋病毒/艾滋病的标志性电影-汤姆·汉克斯 (Tom Hanks) 和丹泽尔·华盛顿 (Denzel Washington) 主演的 “费城” (Philadelphia) 成立25周年，这部电影旨在改变人们对这种疾病的文化观念。从恐惧和厌恶到同情和人性。 因此，创意是创建一个以短片纪录片 “最后一英里” 为基础的综合运动。这部电影将原始演员和编剧与非洲的现代主角重新组合在一起，向世界展示已经取得了多少进展，还有多少工作要做。 由获奖导演金·辛德 (Newtown) 和奥斯卡获奖制片人埃文·海斯 (Evan Hayes) (免费独奏) 开发的《最后一英里》讲述了过去和现在，小说和事实以及个人和世界各地的艾滋病毒/艾滋病故事。 描述策略 策略是将电影放在最重要的地方-社交媒体。我们将其放在可以轻松共享，发布推文，转发推文，喜欢和评论的地方。我们专注于Facebook和亚马逊，在那里，观众只需点击一下就能看到特色和捐赠。我们还依靠才能分享电影并与他们的粉丝接触。 我们创建了数字资产，例如横幅，YouTube媒体和Instagram故事，以使新观众了解该问题，并吸引人们观看电影。 描述执行情况 “最后一英里” 预告片10月29日在社交媒体上发布。 索尼影业发布了重新制作的费城25周年纪念版，其中包括零售版的 “最后一英里” 内容。 完整的Featurette 11月12日在线发布，并在费城和亚特兰大的放映支持下，定于世界艾滋病日周末开始，并且在电影屏幕和与电影费城打包的流媒体服务上进行了有限的播放。 同时，该Featurette利用世界艾滋病日Shopathon活动在Amazon Prime，Facebook，国家地理和YouTube上独立发布。 费城编剧罗恩·尼斯旺 (Ron Nyswaner) 参加了Reddit的 “问我任何事情”。 此外，与Wondery播客合作，我们创建了一个独家的2集播客，内容涉及原始电影 “最后一英里” 及其各自的背景故事。 在付费社交和数字媒体支持发布和推广范围的情况下，该活动在世界艾滋病日 (2018年12月1日) 结束2018年12月31日期间达到顶峰。 描述结果 在第一周，“最后一英里” 获得了: 传统和社交渠道上的186毫米印象 Facebook上的545,000流 NatGeo平台上的90,000视图 亚马逊Prime上的6,000流 181,000 Wondery播客下载 55赚ed媒体展示和社交帖子 包含我们内容的费城重制版本的150,000分布 费城在流媒体服务上的位置，包括我们的纪录片
最后一英里
案例简介：Why is this work relevant for Branded Content & Entertainment? “The Last Mile” brings together A-list Hollywood talent, an iconic Oscar winning film and a mother in Mozambique to tell a forgotten story. A story that reminds us that HIV/AIDS is still present but that together we have the opportunity to end it forever. Produced in partnership with (RED) and with the help of Sony Pictures, and National Geographic, It is a short documentary 25 years in the making-- designed to remind today’s global audiences just how many people are still affected by this terrible disease. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: Working with (RED) we had access to some of the most knowledgeable people on the subject of HIV/AIDS. They kept us honest. The biggest restriction came from Coca-Cola who didn't want the brand to overshadow the message. For this reason Coca-Cola is very much in the background. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Awareness saves lives. The role of our film was to raise awareness of HIV/AIDS at a time when this message would resonate the most.World Aids Day. When awareness is driven by this event, people do the most to support the cause. Background Our client is a longtime supporter and partner with the charity (RED). Actively involved in the fight against Aids in terms of financial contributions and logistic solutions. They are of the belief that anywhere that you can get their product you should also be able to get the medication needed to combat this terrible disease. This is their contribution in the fight against HIV/AIDS. A teen is infected with HIV every 2 minutes. 400 babies will be born HIV-positive. 1 in 5 Africans live with the disease. Nearly 1 million lives lost annually. These are all happening today. However, most people are unaware about the devastating impact of AIDS. the impact it's had and continues to have on the world. Our Goal was to change that. Our brief: To raise awareness of HIV/AIDS globally to help eradicate the disease once and for all. Describe the creative idea The creative idea was as simple as it was fortuitous. 2018 was the 25th anniversary of the iconic film about HIV/AIDS-- “Philadelphia” starring Tom Hanks and Denzel Washington-- a film that looked to change cultural perception of the disease. From fear and disgust to one of compassion and humanity. Therefore, the creative idea was to create an integrated campaign grounded by a short documentary film called “The Last Mile. “ The film reassembled the original cast and screenwriter along with a modern protagonist in Africa to show the world just how much progress has been made-- and how much there is still to do. Developed by award-winning director Kim Synder (Newtown) and Academy award-winning producer Evan Hayes (Free Solo), “The Last Mile” tells the story of HIV/AIDS at the intersection of past and present, fiction and fact and personal and worldwide. Describe the strategy The strategy was to put the film where it mattered most-- social media. We put it where it could be easily shared, tweeted, re-tweeted, liked and commented on. We focused on Facebook and Amazon, where audiences were just a click away from the featurette and from a donation. We also leaned on the talent to share the film and reach out to their fans. We created digital assets such as banners, YouTube media and Instagram Stories to expose a new audience to the problem and pull people to watch the film. Describe the execution “The Last Mile” trailer was released 29th October, on social media. Sony Pictures released a remastered 25th Anniversary Edition of Philadelphia including “The Last Mile” content at retail. The full Featurette was released 12th November online, supported by screenings in Philadelphia and Atlanta, timed to build toward World AIDS Day weekend and with a limited run on cinema screens and streaming services packaged with the movie Philadelphia. Concurrently, the Featurette was released independently on Amazon Prime, Facebook, National Geographic and YouTube leveraging World AIDS Day Shopathon activities. Ron Nyswaner, the Philadelphia screenwriter, participated in a Reddit ‘Ask Me Anything’. Additionally, partnering with Wondery Podcasts, we created an exclusive 2-episode podcast about the original film, “The Last Mile” and their respective backstories. With paid social and digital media supporting the release and driving reach, the campaign peaked during World AIDS Day (1st Dec 2018) finishing its run 31st December 2018. Describe the outcome In its first week, “The Last Mile” garnered: 186MM Impressions on traditional and social channels 545,000 streams on Facebook 90,000 views on NatGeo platforms 6,000 streams on Amazon Prime 181,000 Wondery Podcast downloads 55 earned media placements and social posts 150,000 distribution of the remastered version of Philadelphia containing our content Placement of Philadelphia on streaming services with the inclusion of our documentary
The Last Mile
案例简介：为什么这项工作与品牌内容和娱乐相关？ “最后一英里” 汇集了一流的好莱坞人才，一部标志性的奥斯卡获奖电影和一位莫桑比克的母亲，讲述了一个被遗忘的故事。这个故事提醒我们，艾滋病毒/艾滋病仍然存在，但我们共同有机会永远结束它。这部纪录片是与 (RED) 合作制作的，在索尼影业 (Sony Pictures) 和《国家地理》 (National Geographic) 的帮助下，制作了25年，旨在提醒当今的全球观众，仍然有多少人受到这种可怕疾病的影响。 描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 与 (红色) 合作，我们接触了一些关于艾滋病毒/艾滋病的最有知识的人。他们让我们保持诚实。 最大的限制来自可口可乐，他们不希望该品牌掩盖信息。因此，可口可乐在很大程度上处于后台。 健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 意识拯救生命。我们电影的作用是在这个信息最能引起共鸣的时候提高人们对艾滋病毒/艾滋病的认识。世界艾滋病日。当意识由这一事件驱动时，人们会尽最大努力支持这一事业。 背景 我们的客户是慈善机构 (RED) 的长期支持者和合作伙伴。在财政捐助和后勤解决方案方面积极参与防治艾滋病。他们相信，任何你能得到他们的产品的地方，你也应该能够得到对抗这种可怕疾病所需的药物。这是他们在防治艾滋病毒/艾滋病方面的贡献。 每2分钟就有一名青少年感染艾滋病毒。400婴儿将出生时艾滋病毒呈阳性。五分之一的非洲人患有这种疾病。每年有近100万人丧生。这些都在今天发生。但是，大多数人都没有意识到艾滋病的破坏性影响。它已经并将继续对世界产生影响。 我们的目标是改变这一点。我们的简介: 在全球范围内提高对艾滋病毒/艾滋病的认识，以帮助彻底根除该疾病。 描述创意 创意既简单又偶然。2018年是关于艾滋病毒/艾滋病的标志性电影-汤姆·汉克斯 (Tom Hanks) 和丹泽尔·华盛顿 (Denzel Washington) 主演的 “费城” (Philadelphia) 成立25周年，这部电影旨在改变人们对这种疾病的文化观念。从恐惧和厌恶到同情和人性。 因此，创意是创建一个以短片纪录片 “最后一英里” 为基础的综合运动。这部电影将原始演员和编剧与非洲的现代主角重新组合在一起，向世界展示已经取得了多少进展，还有多少工作要做。 由获奖导演金·辛德 (Newtown) 和奥斯卡获奖制片人埃文·海斯 (Evan Hayes) (免费独奏) 开发的《最后一英里》讲述了过去和现在，小说和事实以及个人和世界各地的艾滋病毒/艾滋病故事。 描述策略 策略是将电影放在最重要的地方-社交媒体。我们将其放在可以轻松共享，发布推文，转发推文，喜欢和评论的地方。我们专注于Facebook和亚马逊，在那里，观众只需点击一下就能看到特色和捐赠。我们还依靠才能分享电影并与他们的粉丝接触。 我们创建了数字资产，例如横幅，YouTube媒体和Instagram故事，以使新观众了解该问题，并吸引人们观看电影。 描述执行情况 “最后一英里” 预告片10月29日在社交媒体上发布。 索尼影业发布了重新制作的费城25周年纪念版，其中包括零售版的 “最后一英里” 内容。 完整的Featurette 11月12日在线发布，并在费城和亚特兰大的放映支持下，定于世界艾滋病日周末开始，并且在电影屏幕和与电影费城打包的流媒体服务上进行了有限的播放。 同时，该Featurette利用世界艾滋病日Shopathon活动在Amazon Prime，Facebook，国家地理和YouTube上独立发布。 费城编剧罗恩·尼斯旺 (Ron Nyswaner) 参加了Reddit的 “问我任何事情”。 此外，与Wondery播客合作，我们创建了一个独家的2集播客，内容涉及原始电影 “最后一英里” 及其各自的背景故事。 在付费社交和数字媒体支持发布和推广范围的情况下，该活动在世界艾滋病日 (2018年12月1日) 结束2018年12月31日期间达到顶峰。 描述结果 在第一周，“最后一英里” 获得了: 传统和社交渠道上的186毫米印象 Facebook上的545,000流 NatGeo平台上的90,000视图 亚马逊Prime上的6,000流 181,000 Wondery播客下载 55赚ed媒体展示和社交帖子 包含我们内容的费城重制版本的150,000分布 费城在流媒体服务上的位置，包括我们的纪录片
The Last Mile
案例简介：Why is this work relevant for Branded Content & Entertainment? “The Last Mile” brings together A-list Hollywood talent, an iconic Oscar winning film and a mother in Mozambique to tell a forgotten story. A story that reminds us that HIV/AIDS is still present but that together we have the opportunity to end it forever. Produced in partnership with (RED) and with the help of Sony Pictures, and National Geographic, It is a short documentary 25 years in the making-- designed to remind today’s global audiences just how many people are still affected by this terrible disease. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: Working with (RED) we had access to some of the most knowledgeable people on the subject of HIV/AIDS. They kept us honest. The biggest restriction came from Coca-Cola who didn't want the brand to overshadow the message. For this reason Coca-Cola is very much in the background. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Awareness saves lives. The role of our film was to raise awareness of HIV/AIDS at a time when this message would resonate the most.World Aids Day. When awareness is driven by this event, people do the most to support the cause. Background Our client is a longtime supporter and partner with the charity (RED). Actively involved in the fight against Aids in terms of financial contributions and logistic solutions. They are of the belief that anywhere that you can get their product you should also be able to get the medication needed to combat this terrible disease. This is their contribution in the fight against HIV/AIDS. A teen is infected with HIV every 2 minutes. 400 babies will be born HIV-positive. 1 in 5 Africans live with the disease. Nearly 1 million lives lost annually. These are all happening today. However, most people are unaware about the devastating impact of AIDS. the impact it's had and continues to have on the world. Our Goal was to change that. Our brief: To raise awareness of HIV/AIDS globally to help eradicate the disease once and for all. Describe the creative idea The creative idea was as simple as it was fortuitous. 2018 was the 25th anniversary of the iconic film about HIV/AIDS-- “Philadelphia” starring Tom Hanks and Denzel Washington-- a film that looked to change cultural perception of the disease. From fear and disgust to one of compassion and humanity. Therefore, the creative idea was to create an integrated campaign grounded by a short documentary film called “The Last Mile. “ The film reassembled the original cast and screenwriter along with a modern protagonist in Africa to show the world just how much progress has been made-- and how much there is still to do. Developed by award-winning director Kim Synder (Newtown) and Academy award-winning producer Evan Hayes (Free Solo), “The Last Mile” tells the story of HIV/AIDS at the intersection of past and present, fiction and fact and personal and worldwide. Describe the strategy The strategy was to put the film where it mattered most-- social media. We put it where it could be easily shared, tweeted, re-tweeted, liked and commented on. We focused on Facebook and Amazon, where audiences were just a click away from the featurette and from a donation. We also leaned on the talent to share the film and reach out to their fans. We created digital assets such as banners, YouTube media and Instagram Stories to expose a new audience to the problem and pull people to watch the film. Describe the execution “The Last Mile” trailer was released 29th October, on social media. Sony Pictures released a remastered 25th Anniversary Edition of Philadelphia including “The Last Mile” content at retail. The full Featurette was released 12th November online, supported by screenings in Philadelphia and Atlanta, timed to build toward World AIDS Day weekend and with a limited run on cinema screens and streaming services packaged with the movie Philadelphia. Concurrently, the Featurette was released independently on Amazon Prime, Facebook, National Geographic and YouTube leveraging World AIDS Day Shopathon activities. Ron Nyswaner, the Philadelphia screenwriter, participated in a Reddit ‘Ask Me Anything’. Additionally, partnering with Wondery Podcasts, we created an exclusive 2-episode podcast about the original film, “The Last Mile” and their respective backstories. With paid social and digital media supporting the release and driving reach, the campaign peaked during World AIDS Day (1st Dec 2018) finishing its run 31st December 2018. Describe the outcome In its first week, “The Last Mile” garnered: 186MM Impressions on traditional and social channels 545,000 streams on Facebook 90,000 views on NatGeo platforms 6,000 streams on Amazon Prime 181,000 Wondery Podcast downloads 55 earned media placements and social posts 150,000 distribution of the remastered version of Philadelphia containing our content Placement of Philadelphia on streaming services with the inclusion of our documentary
最后一英里
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