The Cigarette That Saved Lives|短视频|广告营销案例【ADGuider广告指南】

拯救生命的香烟

案例简介：鸡蛋电影公司的布鲁诺 · 博西最近执导了拯救生命的香烟，这是一个有争议的广告，用于 DNA 项目，一个提高犯罪现场意识和科学打击犯罪的非营利组织。布鲁诺说: “令人惊讶的是，就像大多数人一样，我们国家没有使用 DNA 进行犯罪现场调查的系统。”。在南非，国家 DNA 数据库有不到 130 个 DNA 图谱，只有两个 SAPS 实验室可以对法医样本进行 DNA 图谱分析。福克斯 P2 概念化，拯救生命的香烟描绘了另一场残酷的南非谋杀，但重点是留下的证据，鼓励观众永远不要扰乱犯罪现场，因为 DNA 可以定罪。这则广告是自相矛盾的: 一根香烟拯救了主角死亡的商业生活。DNA 项目创始人瓦内萨 · 林奇说: “这个广告的美妙之处在于它创造了对话。”。“鸡蛋和狐狸 P2 做得非常出色。” 参与拍摄的每个人都无偿工作，从摄制组到出租房屋。布鲁诺说: “这个项目让我印象深刻，是我们国家更有价值的事业之一。”。凡妮莎在杀害她父亲的凶手获释后建立了 DNA 项目，因为警方没有从犯罪现场获得 DNA 证据。 “意识是我们最大的问题之一，” 瓦内萨说。“你可以制定法律和制度，但在证据永远消失之前，你只有一次机会收集证据。我爸爸的案子就是这样。" 拯救生命的香烟目前正在当地广播公司放映，作为 11月25日 (消除对妇女暴力国际日) 期间 “禁止暴力侵害妇女和儿童 16 天” 行动的一部分 2011年12月10日 (国际人权日)。观看广告，并在 http://dnaproject.co.za/ 。

拯救生命的香烟

案例简介：Egg Films’ Bruno Bossi recently directed The Cigarette That Saved Lives, a controversial commercial for DNA Project, a non-profit organisation raising crime scene awareness and fighting crime with science. “It came as a surprise, as it does to most people, that we do not have the systems in place to use DNA for crime scene investigation in our country,” says Bruno. In South Africa, the National DNA Database has under 130 000 DNA profiles and there are only two SAPS labs that can perform DNA profiling onforensic samples. Conceptualised by Fox P2, The Cigarette That Saved Lives depicts another brutal South African murder but focuses on the evidence that’s left behind, encouraging viewers to never disturb a crime scene as DNA can convict. The ad is paradoxical: a cigarette saves lives in a commercial where the lead woman dies. “The wonderful thing about this ad is that it creates conversation,” says DNA Project founder Vanessa Lynch. “Egg and Fox P2 have done a brilliant job.” Everyone involved with the shoot worked pro bono, from the crew to the rental houses. “This project struck me as one of the more worthwhile causes in our country,” says Bruno. Vanessa set up DNA Project after her father’s murderer went free because the police hadn't taken DNA evidence from the crime scene. “Awareness is one of our biggest problems,” says Vanessa. “You can have the laws and systems in place, but you only have one chance to gather the evidence before it’s lost forever. That’s what happened in my dad’s case.” The Cigarette That Saved Lives is currently screening on local broadcasters as part of the 16 Days of Activism for No Violence Against Women and Children between 25 November (International Day for the Elimination of Violence Against Women) and 10 December 2011 (International Human Rights Day). Watch the advert and find out more at http://dnaproject.co.za/.