Garde-Manger Pour Tous gives new meaning to holiday classics|短视频,图文|广告营销案例【ADGuider广告指南】

Garde-Manger Pour Tous为假日经典赋予了新的含义

案例简介：为蒙特利尔贫困地区青年服务的NFP 3,000 Garde-Manger Pour Tous与Cossette和Cossette Media合作，在这个假期提高了公众对与儿童贫困和营养不良作斗争的认识。Garde-Manger Pour Tous的主管Ghislaine th é oret说: “假期是我们反思我们有多幸运的时候 -- 然而，这也是一个了解有些人没有那么幸运的机会。”“估计有六分之一的加拿大儿童面临粮食不安全，蒙特利尔地区的儿童贫困率是魁北克最高的。” 为了反映生活在粮食不安全的儿童的日常现实，这项运动对圣诞节传统进行了有意义的修改: 降临日历。这个版本的日历出现在户外标牌、在线和社交网络上，具有通常的门，但是虽然有些打开露出巧克力，但另一些只露出一个空白 -- 这是对组织标语2014年的点头，“帮助我们填补空虚。” 这三个五颜六色的，活动中使用的节日设计是与当地插画家genevi è vebigu é，LaCharbonne和maxprevo共同创建的。除了广告活动外，还向魁北克有影响力的人以及慈善机构和该机构的网络分发了超过100份降临日历。“这里的想法是，物品本身就是信息。日历成为这项事业的实际提高意识的工具，也是Cossette创意广告副总裁Anne-Claude ch é nier解释说。为了秉承竞选精神，Cossette Media与魁北克备受欢迎的食谱博客3 fois par jour合作。今天，该网站的访问者将注意到一个新的，有影响力的徽标，0 fois par jour (每天0次)，以及GMPT颜色的空盘子和食谱卡。这种创造性的媒体方法使Garde-Manger可以在计划假日菜单的确切时间拦截网站访问者。“3 fois par jour和OBOX是实现我们的愿景和支持Garde-Manger Pour Tous的非凡合作伙伴” Cossette Media魁北克和东部高级副总裁兼总经理Axel Dumont指出。“通过从一开始就合作，创意和媒体机构就有能力创造有影响力的想法和强有力的结果 -- 而Garde-Manger Pour Tous的活动恰恰证明了这一点。” Garde-Manger Pour Tous也得到了Astral media、Bell media、La Presse、OBOX等媒体合作伙伴的支持。，outfront、里卡多媒体和UB媒体。

Garde-Manger Pour Tous为假日经典赋予了新的含义

案例简介：Garde-Manger Pour Tous, the NFP serving 3,000 underprivileged Montreal-area youth, has partnered with Cossette and Cossette Media to raise public awareness around the fight against child poverty and malnutrition this holidays. “The holidays are a time for us to reflect on how fortunate we are to live in abundance - however, it's also an opportunity to understand that some aren't as lucky” said Ghislaine Théoret, Director of Garde-Manger Pour Tous. “An estimated one in six Canadian children are faced with food insecurity, and the Montreal area has the highest child poverty rate in Quebec.” To reflect the daily realities of children living with food insecurity, the campaign puts a meaningful twist on a Christmas tradition: the Advent calendar. Appearing on outdoor signage, online and social networks, this version of the calendar features the usual doors, but while some open to reveal a chocolate, others only reveal an empty space—a nod to the organization’s tagline since 2014, “Help Us Fill the Emptiness.” The three colourful, festive designs used in the campaign were created in conjunction with local illustrators Geneviève Bigué, LaCharbonne and maxprevo. In addition to the ad campaign, over 100 copies of the Advent calendar were handed out to Quebecois influencers and across the charity’s and the agency’s networks. “The idea here is that the item itself acts as the message. The calendars become actual awareness-raising tools for the cause as well as Garde-Manger Pour Tous’s mission,” explained Anne-Claude Chénier, Vice-President of Creative Advertising at Cossette. In keeping with the spirit of the campaign, Cossette Media partnered with highly popular Quebec-based recipe blog 3 fois par jour. Today, visitors to the site will notice a new, impactful logo, 0 fois par jour (0 Times a Day), as well as empty plates and recipe cards in GMPT colours. This creative media approach allowed the Garde-Manger to intercept visitors to the website at the exact moment they were planning their holiday menus. “3 fois par jour and OBOX were phenomenal partners in achieving our vision and supporting Garde-Manger Pour Tous” noted Axel Dumont, SVP and General Manager, Quebec and East, at Cossette Media. “By working together from the onset, creative and media agencies have the ability to create impactful ideas and strong results — and Garde-Manger Pour Tous’ campaign demonstrates precisely that.” Garde-Manger Pour Tous also received support from media partners like Astral Media, Bell Media, La Presse, OBOX., Outfront, Ricardo Media, and UB Media.