Why is this work relevant for Media? LIFEBOAT -the experiment is a one of it’s kind media stunt. Without spending a single Euro in media the project instantly became world news. All parties involved acted as catalysts. Despite having an Oscar-nominated director on board, we invited Journalists of the biggest newspapers and selected influencers to participate in the actual experiment, multiplying our message and spreading their first hand experiences through their own channels. This organic reach got picked up by news channels from China to Canada, reaching half a billion people, renewing the public debate and creating a mindshift in society. Background Sea-Watch is a non-profit organization conducting civil search and rescue operations in the Mediterranean Sea. The organization acts politically and religiously independent. Since 2014 Sea-Watch participated in saving over 37.000 lives. While the refugee crisis in the Mediterranean along the world’s deadliest border continuous, its media coverage decreased heavily. The topic simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fall silent. Describe the creative idea/insights (30% of vote) We’ve set up a one-of-it’s kind media Stunt.The refugee crisis in the Mediterranean along the world’s deadliest border simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fall silent.When we want their story to be heard again, we need it to be told by someone, the European society listens to.Likeminded. 5 Refugees who survived told us their story of their escape, and we let 40 Europeans experience in a simulation only a fragment of what it feels like to cross the Mediterranean.Thereby the participants of the experiment told the story of the refugees.A German proxy for a refugee’s story. Further the participants represented the German society in age, gender & profession to maximize the potential for the viewers identification.All experiences were captured in the documentary-short of the simulation “LIFEBOAT- The experiment“ by Oscar nominated director Sky Fitzgerald.A simple trick:A change of perspective driving a mindshift in society. Describe the strategy (20% of vote) A holistic campaign including off- and online media touch points as well as selected influencer drove traffic to our campaign website www.lifeboatexperiment.org. Here we invite people to inform, understand and feel the torture of each individual journey renewing the public debate. To guarantee an initial spark of the conversation we invited journalists of the biggest newspapers as well as selected influencer to participate in the experiment and report their first hand experiences. Facebook and Instagram Stories made it a trending topic online so that the issue got picked up internationally across the globe. Describe the execution (20% of vote) To make the refugee crisis a globally recognized problem again, we brought it closer; geographically and emotionally. Based on first hand experiences of five refugees who survived, the experiment was delicately designed to generate a maximum immersive experience serving and triggering all human senses.We set up a simulation attempting to remodel all conditions of a real escape. Darkness,waves,stress,anxiety,uncertainty simulated in a wave-pool of a maritime training center in North Germany. All emotions and experiences were captured under very controlled circumstances by Oscar-nominated Director Skye Fitzgerald in the documentary-short “LIFEBOAT- The experiment”.The documentary was hosted on a mobile-optimized website, spread across all channels by selected political influencer and classical media.To guarantee an initial spark of the conversation we invited a journalist of the biggest German newspaper to participate in the experiment.Facebook and Instagram Stories made it a trending topic online so that the issue got picked up internationally across the globe. List the results (30% of vote) More than just a simulation „LIFEBOAT - The experiment“ is a game changer for a NGO reaching out for global awareness & regaining media coverage. The experiment instantly became world news. After being covered by all major German news-channels international press from China to Canada picked it up, reaching half a billion people, trippling traffic to website and increased Brand interaction by 310%. But most importantly, with +1100 articles published, we gave people who suffer a voice to be heard again. Facebook, Instagram and twitter made it a trending topic online sparking an ongoing dialogue creating a mindshift in society. All without spending a single euro in media. And even though the campaigns solely focused on awareness, donations went up, too.
Why is this work relevant for Media? The India Dega Aashirvad initiative aims to bring about behavioural change by empowering millions of Indians to look at a revered wedding custom differently, and by doing so, helping thousands living in poverty. The initiative implores Indians at a sacred event they are all familiar with, the wedding ceremony. The use of a wedding ceremony and event as a vehicle to drive behavioural change that impacts the lives of millions living in underprivileged conditions makes this work relevant to the media category. Background India is a country that prides itself in upholding its sacred traditions. Over 10 million weddings take place every year. Rice is an extremely auspicious part of every wedding ceremony. Every guest who attends the wedding is given a fist full of rice to shower upon the newlyweds as a symbol of their blessing. At least 2 to 5 kilograms of rice are used at every wedding, adding up to an annual total of 20 to 50 million kilograms. Once showered, this rice is swept away and thrown. In this same India, 195 million people are left undernourished and struggle to find food every single day. Describe the creative idea/insights (30% of vote) India Dega Aashirvad is an initiative to empower millions across the country with a simple way of upholding this sacred tradition while helping millions living in poverty. We created special packs, each filled with a pinch of rice that can be distributed to wedding guests instead of a fist full of rice. Thus, giving guests a choice to either shower the small amount of rice in the pack, or merely touch the pack as a symbol of their blessing. Betrothed couples, families, or wedding planners can log on to www.indiadegaaashirvad.com, where these packs are made available in exchange for the rice that would otherwise be used to shower the couple during the wedding ceremony. The selected packs are delivered to the wedding venue, and the rice collected in return is turned into meals for the underprivileged. The unopened packs are also collected and kept in circulation. Describe the strategy (20% of vote) So we decided to start with reaching out to the most sought after wedding planners and venues in the country. Encouraging them to offer these packs as an optional offering in their wedding packages. They encouraged couples and their families to be a part of this movement by logging onto the website and selecting their choice of packs equalling to the number of guests attending the wedding. In return, they had to donate the rice purchased and kept aside to be showered as a symbol of blessing during the ceremony. The pre-ordered packs were then delivered to the wedding venue by India Gate Basmati Rice, and the donated rice was handed over to Feeding India. Who turned the rice into meals and distributed them to the underprivileged. Describe the execution (20% of vote) A total of 4 pack designs were created, drawing inspiration from iconic symbols that encapsulate the culture and traditions of the different parts of India. Each pack was filled with a nominal amount of rice and had a powerful message on the back that implored wedding guests to understand the implications of this custom. While also encouraging them to join the movement by blessing the newlywed couple in a unique way that allowed them to be a part of the ceremonial ritual, and help millions in need at the same time. On indiadegaaashirvad.com, a special calculation determined how much rice couples or families had to donate in exchange for their desired number of packs. The website allowed them to place their order, in the location of the wedding venue, and give a date for when the unused packs could be collected. List the results (30% of vote) In just two weeks - 144 wedding registrations in just two weeks - 10,000 Pledges to not shower rice - $2000000 worth of media was earned - Over 1500 kgs. of rice collected - 7500 meals were served to the underprivileged - The nation came 1 step closer to becoming a hunger-free India
Why is this work relevant for Media? To raise awareness on how inaccessible the Paris metro is, we hijacked the most symbolic medium from the Paris transportation system : the metro map. Background Annonceur : APF France Handicap is a french non-profit association that assists people with disabilities and helps defend their rights. Situation : With only 9 accessible metro stations out of 303, the Paris metro is the least accessible one in the world for people with reduced mobility. Briefs and objectives : How can we raise awareness around the association & help it defend the rights of people with disabilities during World Mobility Day ? Describe the creative idea/insights (30% of vote) During World Mobility Day, hundreds of volunteers & people with disabilities participated in an illegal stunt operation which took place in the 293 non-accessible metro stations in Paris. The classical metro map was covered with a new metro map that exclusively showed Line 14 : the only accessible line to people with disabilities. Describe the strategy (20% of vote) We conducted a series of research to identify the accessibility level of each parisian metro station. We came to the conclusion that only 9 stations out of 303 can be accessed by all people. We identified a few targets : first of all, the general public (70 million french people, especially all parisians), especially those with influence on social networks. Second of all, the journalists & the media. And finally, those who have the power to change things : the politicians. We managed to catch the attention of the mayor of Paris, Anne Hidalgo, and of the french president Emmanuel Macron. We found that the best way to get people’s attention and create awareness around the campaign was to target a strong symbol known to all french people : the Paris Metro plan. We hijacked this symbol, and made it so that it would be visible to all people. Describe the execution (20% of vote) Media channels and integration : the current metro maps located at the entrance and inside Paris metro stations. Implementation : We redesigned the Paris metro map so that it would only show Line 14. We then printed the maps in real size using self adhesive paper. Scale : We stuck these new maps on top of the classical metro maps in the 293 non-accessible metro stations in Paris. Timeline : This covering stunt took place on World Mobility Day, on the 26th of September 2018, and was talked about in the medias & politics for 3 months. List the results (30% of vote) - 590 million global impressions - 6,5 million in earned media - 0 media investments - Hundreds of articles in the media - Caught the attention of the politicians : Mayor of Paris Anne Hidalgo sent an official letter to the organisation in charge of the Paris Metro, to take concrete measures to make the metro more accessible to all. Emmanuel Macron recently announced that 60% of the metro network would be accessible to all by 2024, in time for the Olympic / Paralympic Games.
Why is this work relevant for Media? Word of mouth and customer endorsements are 64% more trustworthy than pure brand messages (Nielsen). So, when we identified there were members of Velocity, the Frequent Flyer program of Virgin Australia, who weren’t engaging with our paid and owned media, we turned to those they would listen to, their friends. We turned our members into our media, paying them in points for promoting the program. To get this content seen, we executed a highly targeted addressable paid, owned and earned media strategy targeting members who needed to do more, driving next best action to ultimately re-engage with our program. Background Airline reward programs make money when people earn and spend points. And they have constantly got new news and information on how their members can earn and spend points. Which they mercilessly bombard them with. Airline and vacation deals, app launches, shiny new websites, bonus offers, perks, redemption deals, bank deals, deals, deals. Where to earn points, here, here, here, there!! It’s overload. Inboxes fill up, paid media becomes wallpaper. And the result is that customer engagement rates plummet. We needed a way to reach our members in new ways that would allow them to hear about all the ways to earn and spend points. And what’s more, we needed to prove that Velocity Points are easier than ever to earn. In fact, you can pretty much earn them anywhere. Describe the creative idea/insights (30% of vote) Rather than paying one person with millions of followers lots of money, we converted our marketing budget into points and offered millions of people, with a handful of followers, millions of points. A ‘Call-to-Earns’ video sent to our members via email and in addressable paid, launched the new platform, asking real members to create content about points, for points - an epic product demonstration of the power of Velocity Points. We put 12-months of briefs online and let members choose what they promoted - our new app, 15% transfer bonus offers, and many more. The more creative, authentic and educational the content, the more points they got, regardless of how many followers. Earnbassadors democratised the entire points category, allowing regular people to earn more points than influencers and those who earn points on their big expensive credit cards. Meaning more regular people got to fly around the world for free. Describe the strategy (20% of vote) We know that a small percentage of our members not only understood the program better than anyone, they also contributed to the majority of our revenue. So, our strategy was two-fold: get these members to tell us how they used the program and then use this content to target the members who could be doing more. Our first step was to define the most valuable actions that members could take to drive short term revenue growth as well as to promote longer term lifetime value to Velocity. These were things like: flying with Virgin Australia, transferring points from a credit card and earning points on their groceries - they became our briefs. Next, we identified our members who needed to do more, and grouped them into segments based on their next best action with the program. All we needed now was the member content to target them with. Describe the execution (20% of vote) We started by inviting the millions of Velocity members to become an #earnbassador. Within minutes, they were sharing program hacks we didn’t know existed. The creativity was immense - we had surfers, skydivers, and puppeteers. Within 48 hours, we had over 150 pieces of content. Our members had become our media. Next, we used addressable paid to turn the best Earnbassador content into ads targeting our specific segments. Never flown with us? We used member videos to teach them about our 600 destinations. Never earned points on groceries? We shared member content about getting to Fiji from filling their trolley. This content was reposted across Velocity’s facebook and instagram, other online and owned channels - including the inflight magazine, and we even produced a clothing line that was distributed through airline lounges, all aiming to get members in the know to share social content in exchange for Velocity Points. List the results (30% of vote) Leaving your marketing in the hands of consumers is terrifying. Ultimately, the risk was well worth the return. It returned a wealth of creative, educational and revenue-driving content delivering: 5700+ one-to-one ads (and growing) +484.5% positive sentiment 7.76M earned cumulative reach 30% increase in retail revenue Almost 10,000,000 Velocity Points have been paid to Earnbassadors - achieving exactly what Velocity exists to do - give everyday Australians the chance to travel in return for loyalty. It also revealed real-life feel-good stories. Earnbassador Julie flew her daughter Josie to a New York exhibition showcasing work from individuals with Down Syndrome. Sarah visited her friend recovering from chemotherapy. And many more travelled the world on Velocity Points. The Earnbassadors continue create content for the brand, saying all the things we need to say (and some that we don’t) in a better, more human way than any brand could.
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