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睁开你的眼睛
案例简介：概要 切割女性生殖器的情况仍然是一个问题。每 11 秒就有一个女孩受到影响。即使在像德国这样的发达国家，也有 50 万妇女和女孩受到影响。简报要求我们提高对这种可怕的侵犯人权行为的认识。简报旨在发起一场引人注目的运动，教育公众了解这一事业，并为打击女性生殖器切割筹集资金。目的目标是让公众 “睁开眼睛”，关注这个残酷的仪式，让人们意识到这个问题，并筹集资金来教育变革推动者。预算这是一个零预算项目。每个人都免费参加了活动 -- 该机构、摄影师、电影制作、著名的支持者以及所有在摄像机前后的人。项目规模和数量当我们提交活动时，它刚刚从印刷、海报和社交媒体开始 活动描述 太多的人忽视了这样一个事实，即 FGM 仍在发生，欧洲和美国的受害者人数正在上升。所以我们想创造一个视觉上很强的想法，要求人们对这个事业睁开眼睛。但是我们大多数人都厌倦了面对令人震惊的照片，比如痛苦的孩子。更不用说，受影响的妇女不想再被描绘成受害者。所以我们必须找到一个更强有力的解决方案。想法: 我们拍摄了受 FGM 影响的女性眯着眼睛的特写照片。通过将图片倾斜 90 度，斜视的眼睛和中间的睫毛看起来像女性生殖器。这样，观众需要再看一眼，才能意识到他们在看什么。关键的视觉也用于电影和 gif，几下眼睛就睁开了 结果 我们没有使用陈规定型的令人震惊的图片，而是找到了一种新的创造性的方式来吸引人们关注这种可怕的侵犯人权行为。该品牌从这一过程中受益，获得了大量新的支持者和捐赠者。对消费者来说，美好的感觉是良好事业的一部分，并警告儿童 FGM 的未来。由于难民涌入欧洲，仅德国就有 50 万妇女和女孩受到威胁，女性生殖器切割在西方世界越来越成为一个真正的问题。这是竞选开始的地方。 salesToo 短判断。倾斜的眼睛令人惊讶的关键视觉效果以各种方式给人们和媒体留下深刻印象 -- 到目前为止，一些媒体不允许发表这项运动。其他关键绩效指标- 执行 设计元素及其整合是一个强有力的视觉关键 -- 闭着眼睛，倾斜 90 度 -- 看起来像一个残缺的阴道。结合 “睁开眼睛” 的信息，它推动了一场打击 FGM 的强大运动。设计触摸点该活动以印刷品、海报和社交媒体的形式发布。材料、风格元素、设计选择所有选择的设计元素都有关键的视觉效果 -- 印刷广告、海报、微型网站、在设计开发过程中，我们意识到，并不是每一只眼睛都适合获得这种引人注目的视觉效果。所以我们不得不拍摄许多受影响的女性，以找到完美的动机范围。 战略 TERRES DES FEMMES 是一个非营利的妇女权利组织。他们努力与其他妇女权利组织建立国际联系，支持妇女咨询和支持海外妇女的项目、组织和倡议。“睁开眼睛” 运动显然加强了该组织打击女性外阴残割的斗争，帮助受到威胁的妇女和女孩提供建议，并向支持者展示如何提供帮助。关键的视觉效果 -- 一个闭着的女人的眼睛，倾斜了 90 度 -- 是由实际的受害者和更广泛的在线社区创造的,他们制作并发布了自己的自拍视觉效果。情感采访视频分享了受威胁女性的故事。所有年龄的男人和女人，他们愿意捐钱，并通过假设图片来表示支持。我们开发了视觉效果，通过他们令人惊讶的外表创造了意识。在一个想法中的两个图像，以强大的方式传达了信息。
睁开你的眼睛
案例简介：Synopsis Situation FGM – Female genital mutilation is still an issue. Every 11 seconds a girl is affected somewhere in the world. Even in developed countries like Germany 50’000 women and girls are affected by this.Brief We were asked to raise awareness for this terrible abuse of human rights. The brief was to create an attention-grabbing campaign to educate the public about this cause and raise money for the fight against FGM.ObjectivesThe objectives were to “open the eyes” of the public to this cruel ritual, make people aware of the problem and to raise money to educate change agents.BudgetThis is a zero budget project. Everyone participated for free to make the campaign happen – the agency, the photographer, the film production, famous supporters and all the guys behind and in front of the cameras.Project scale and volume When we submitted the campaign, it just started with print, posters and in social CampaignDescription Too many people ignore the fact that FGM is still happening, and that the number of victims in Europe and the US is rising. So we wanted to create a visually strong idea, that asks people to open their eyes to this cause. But most of us are tired of being confronted with shocking pictures, such as suffering children. Not to mention, the affected women don’t want to be portrayed as victims any longer. So we had to find a stronger solution. The idea:We took close-up photos of the squinted eyes of women affected by FGM. By tilting the picture by 90 degrees the squinted eye with intermeshed eyelashes looks like a cut female genital. In this way, the viewer needs to take a second look to realize what they are looking at. The key visual was also used in films and gifs, where the eyes opened after a few Outcome Value added to brandInstead of using stereotypical shocking pictures, we found a new creative way to draw attention to this terrible abuse of human rights. The brand benefited from this by getting a large number of new supporters and donators.Value for consumerThe good feeling to be part of a good cause and to warn children of the future of FGM. Reach/cultural impactDue to the stream of refugees to Europe, Germany alone has 50’000 women and girls are threatened, FGM became more and more a real problem in the western world. This is where the campaign begins.SalesToo short to judge.Achievement against briefThe surprising key visual of the tilted Eye impressed people and media in various ways – it went so far that some media didn’t allow to publish the campaign.Other KPIs- Execution Design elements and their integrationA strong key visual – closed eyes, tilted by 90 degrees – that look like a mutilated vagina. Combined with the message “Open Your Eyes” it powered a strong movement to fight FGM.Design touch pointsThe campaign was published in print, as posters and in social media.Materials, style elements, design choicesThe key visual was present in all chosen design elements – print ads, posters, microsite, Facebook and Instagram posts.Design development and processDuring the design development we realized, that not every eye was suitable to get that striking visual effect. So we had to shoot many affected women to find the perfect range of motives.ScaleA4 and Citylight Strategy TERRES DES FEMMES is a non-profit women's rights organization.They strive for international networking with other women's rights organizations, support women in consulting and support projects, organizations and initiatives by women for women from abroad. The campaign “Open Your Eyes” clearly strengthens the organization in its fight against FGM, helps threatened women and girls with advice, and shows supporters how to help.The key visual – a closed woman’s eye, tilted by 90 degrees – was created by actual victims as well as the wider online community, who produced and posted their own selfie eye-visuals. Emotional interview videos shared the story of the threatened women.Men and women of all ages, who are willing to donate money and to show support by positing the images.We developed visuals that created awareness through their surprising looks. The two images in one idea, brought the message across in a powerful way.
Open Your Eyes
案例简介：概要 切割女性生殖器的情况仍然是一个问题。每 11 秒就有一个女孩受到影响。即使在像德国这样的发达国家，也有 50 万妇女和女孩受到影响。简报要求我们提高对这种可怕的侵犯人权行为的认识。简报旨在发起一场引人注目的运动，教育公众了解这一事业，并为打击女性生殖器切割筹集资金。目的目标是让公众 “睁开眼睛”，关注这个残酷的仪式，让人们意识到这个问题，并筹集资金来教育变革推动者。预算这是一个零预算项目。每个人都免费参加了活动 -- 该机构、摄影师、电影制作、著名的支持者以及所有在摄像机前后的人。项目规模和数量当我们提交活动时，它刚刚从印刷、海报和社交媒体开始 活动描述 太多的人忽视了这样一个事实，即 FGM 仍在发生，欧洲和美国的受害者人数正在上升。所以我们想创造一个视觉上很强的想法，要求人们对这个事业睁开眼睛。但是我们大多数人都厌倦了面对令人震惊的照片，比如痛苦的孩子。更不用说，受影响的妇女不想再被描绘成受害者。所以我们必须找到一个更强有力的解决方案。想法: 我们拍摄了受 FGM 影响的女性眯着眼睛的特写照片。通过将图片倾斜 90 度，斜视的眼睛和中间的睫毛看起来像女性生殖器。这样，观众需要再看一眼，才能意识到他们在看什么。关键的视觉也用于电影和 gif，几下眼睛就睁开了 结果 我们没有使用陈规定型的令人震惊的图片，而是找到了一种新的创造性的方式来吸引人们关注这种可怕的侵犯人权行为。该品牌从这一过程中受益，获得了大量新的支持者和捐赠者。对消费者来说，美好的感觉是良好事业的一部分，并警告儿童 FGM 的未来。由于难民涌入欧洲，仅德国就有 50 万妇女和女孩受到威胁，女性生殖器切割在西方世界越来越成为一个真正的问题。这是竞选开始的地方。 salesToo 短判断。倾斜的眼睛令人惊讶的关键视觉效果以各种方式给人们和媒体留下深刻印象 -- 到目前为止，一些媒体不允许发表这项运动。其他关键绩效指标- 执行 设计元素及其整合是一个强有力的视觉关键 -- 闭着眼睛，倾斜 90 度 -- 看起来像一个残缺的阴道。结合 “睁开眼睛” 的信息，它推动了一场打击 FGM 的强大运动。设计触摸点该活动以印刷品、海报和社交媒体的形式发布。材料、风格元素、设计选择所有选择的设计元素都有关键的视觉效果 -- 印刷广告、海报、微型网站、在设计开发过程中，我们意识到，并不是每一只眼睛都适合获得这种引人注目的视觉效果。所以我们不得不拍摄许多受影响的女性，以找到完美的动机范围。 战略 TERRES DES FEMMES 是一个非营利的妇女权利组织。他们努力与其他妇女权利组织建立国际联系，支持妇女咨询和支持海外妇女的项目、组织和倡议。“睁开眼睛” 运动显然加强了该组织打击女性外阴残割的斗争，帮助受到威胁的妇女和女孩提供建议，并向支持者展示如何提供帮助。关键的视觉效果 -- 一个闭着的女人的眼睛，倾斜了 90 度 -- 是由实际的受害者和更广泛的在线社区创造的,他们制作并发布了自己的自拍视觉效果。情感采访视频分享了受威胁女性的故事。所有年龄的男人和女人，他们愿意捐钱，并通过假设图片来表示支持。我们开发了视觉效果，通过他们令人惊讶的外表创造了意识。在一个想法中的两个图像，以强大的方式传达了信息。
Open Your Eyes
案例简介：Synopsis Situation FGM – Female genital mutilation is still an issue. Every 11 seconds a girl is affected somewhere in the world. Even in developed countries like Germany 50’000 women and girls are affected by this.Brief We were asked to raise awareness for this terrible abuse of human rights. The brief was to create an attention-grabbing campaign to educate the public about this cause and raise money for the fight against FGM.ObjectivesThe objectives were to “open the eyes” of the public to this cruel ritual, make people aware of the problem and to raise money to educate change agents.BudgetThis is a zero budget project. Everyone participated for free to make the campaign happen – the agency, the photographer, the film production, famous supporters and all the guys behind and in front of the cameras.Project scale and volume When we submitted the campaign, it just started with print, posters and in social CampaignDescription Too many people ignore the fact that FGM is still happening, and that the number of victims in Europe and the US is rising. So we wanted to create a visually strong idea, that asks people to open their eyes to this cause. But most of us are tired of being confronted with shocking pictures, such as suffering children. Not to mention, the affected women don’t want to be portrayed as victims any longer. So we had to find a stronger solution. The idea:We took close-up photos of the squinted eyes of women affected by FGM. By tilting the picture by 90 degrees the squinted eye with intermeshed eyelashes looks like a cut female genital. In this way, the viewer needs to take a second look to realize what they are looking at. The key visual was also used in films and gifs, where the eyes opened after a few Outcome Value added to brandInstead of using stereotypical shocking pictures, we found a new creative way to draw attention to this terrible abuse of human rights. The brand benefited from this by getting a large number of new supporters and donators.Value for consumerThe good feeling to be part of a good cause and to warn children of the future of FGM. Reach/cultural impactDue to the stream of refugees to Europe, Germany alone has 50’000 women and girls are threatened, FGM became more and more a real problem in the western world. This is where the campaign begins.SalesToo short to judge.Achievement against briefThe surprising key visual of the tilted Eye impressed people and media in various ways – it went so far that some media didn’t allow to publish the campaign.Other KPIs- Execution Design elements and their integrationA strong key visual – closed eyes, tilted by 90 degrees – that look like a mutilated vagina. Combined with the message “Open Your Eyes” it powered a strong movement to fight FGM.Design touch pointsThe campaign was published in print, as posters and in social media.Materials, style elements, design choicesThe key visual was present in all chosen design elements – print ads, posters, microsite, Facebook and Instagram posts.Design development and processDuring the design development we realized, that not every eye was suitable to get that striking visual effect. So we had to shoot many affected women to find the perfect range of motives.ScaleA4 and Citylight Strategy TERRES DES FEMMES is a non-profit women's rights organization.They strive for international networking with other women's rights organizations, support women in consulting and support projects, organizations and initiatives by women for women from abroad. The campaign “Open Your Eyes” clearly strengthens the organization in its fight against FGM, helps threatened women and girls with advice, and shows supporters how to help.The key visual – a closed woman’s eye, tilted by 90 degrees – was created by actual victims as well as the wider online community, who produced and posted their own selfie eye-visuals. Emotional interview videos shared the story of the threatened women.Men and women of all ages, who are willing to donate money and to show support by positing the images.We developed visuals that created awareness through their surprising looks. The two images in one idea, brought the message across in a powerful way.
睁开你的眼睛
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Open Your Eyes
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基本信息
- 广告战役： #Terre Des Femmes-设计与品牌-e5129#
- 广告品牌： Terre Des Femmes
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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