Operation Christmas|短视频|广告营销案例【ADGuider广告指南】

圣诞节行动

案例简介：描述客户的简报: 在与世界上最长的游击队战斗 60 年后，6000 名游击队仍然留在哥伦比亚的丛林中。国防部要求我们提出一个想法，让剩余的游击队复员，但是向他们传递复员信息非常困难，因为他们每天都躲在丛林深处。创意执行: 沿着穿越丛林的战略游击队路线，我们选择了一棵 25米高的树来装饰灯光。当游击队走近这棵树时，运动传感器让它亮了起来，一面横幅宣布了以下信息: “如果圣诞节可以来到丛林，你可以回家。复员。圣诞节一切皆有可能。" 描述简短/目标的创造性解决方案。我们发现圣诞节对游击队来说是一年中的情感时刻，因为他们远离家园和亲人，所以我们创建了一个为期四天的行动，将圣诞节带到丛林中。尽可能详细地描述结果。 331 名已经复员的游击队承认，由于这一想法，他们最终被激励放弃武器，这一想法被 9 棵树复制了。这次行动让很多人参与其中，通过视频、网站、社交网络和博客向世界各地展示了这一行动。像美国有线电视新闻网和英国广播公司这样的主要本地和国际媒体网络播放了它。这次行动显示了哥伦比亚内部冲突中更人道、更积极的一面。

圣诞节行动

案例简介：Describe the brief from the client: After 60 years of struggling against Las FARC, the longest running guerilla warfare group in the world, 6000 guerrillas still remain in the jungles of Colombia. The Ministry of Defence asked us for an idea to demobilize the remaining guerrillas, but delivering demobilization messages to them is very difficult because they hide deeper in the jungle everyday. Creative Execution: Along a strategic guerilla route through the jungle, we chose a 25 meter tall tree to decorate with lights. When guerrillas approached the tree, movement sensors made it light up and a banner announced the following message: “IF CHRISTMAS CAN COME TO THE JUNGLE, YOU CAN COME HOME. DEMOBILIZE. EVERYTHING IS POSSIBLE AT CHRISTMAS.” Describe the creative solution to the brief/objective. We discovered that Christmas is an emotional time of the year for guerrillas because they are away from their homes and loved ones, so we created a four-day operation that brought Christmas to the jungle. Describe the results in as much detail as possible. 331 guerrillas who have demobilized acknowledged that they were motivated to finally give up their weapons thanks to this idea, that was replicated with 9 more trees. The Operation got so many people involved, that it was shown all over the world through videos, websites, social networks and blogs. Main local and international media networks like CNN and BBC broadcasted it. This Operation showed a more humane and positive side of Colombia’s internal conflict.