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[2016 Silver] The Refugee Collection, As Well As - Salmony Cricket 본문
[2016 Silver] The Refugee Collection, As Well As - Salmony Cricket
부산국제마케팅광고제(MAD STARS) 2016. 12. 22. 09:29
AD STARS 2016 Silver
The Refugee Collection,
As Well As - Salmony Cricket
Outdoor 부문 Silver 수상작 The Refugee Collection
빌보드 광고 및 포스터광고, out-of-home 환경에서 집행된 광고를 의미하는 아웃도어 광고 부문.
또한 커뮤니케이션 캠페인에게도 상이 수여되는데요.
전통적인 방식(빌보드, 포스터)과 진취적인 방식(앰비언트, 규격화 되지 않은 방식으로 주변환경 활용) 두 가지 모두를 통해 얼마나 효과적으로 소비자들의 참여를 이끌어 냈는지를 평가하게 됩니다.
지금 소개하는 광고가 바로 그 아웃도어 부문 수상작인데요.
어떤 방식의 아웃도어 광고일지, 지금 함께 확인해봅시다.
난민 인터내셔널은 전 세계를 위해 많은 기부금이 필요했지만, 일본에서 기부금을 모으는 일은 항상 어려움이 있었습니다.
난민 위기, 이는 사람들에게 먼 문제로 간주되어 거의 뉴스가 되지 못하는데요.
그렇기에 일본에 직접 문제를 제기하고자 하였습니다.
전 세계의 난민을 어떻게 강력하게 어필할 수 있을까?
이를 위해 소말리아에서 미얀마에 이르는 난민 캠프에 100개 이상의 독점 품목을 수집하였는데요.
각 품목은 바깥으로는 순수해 보이지만, 안족에는 비극이 포함된 맞춤 포장지에 넣어졌습니다.
패키지 디자인은 기증자의 이름과 그 뒤의 이야기로 더욱 보완되었습니다.
이와 함께 홍보를 위한 포스터도 만들어 졌는데요.
이 컬렉션은 사람들에게 많은 생각과 감정을 주었습니다.
단 48시간 만에 모두 매진되었으며, 팝업 상점에는 1200명 이상이 방문했는데요.
사람들이 평소 가깝게 느끼지 못하는 문제를 직접 깨달을 수 있게 해준 작품이었습니다.
The Refugee Collection
Advertiser/Client | Refugees International Japan
Brand | Refugees International Japan
Company | Ogilvy & Mather Japan GK
Refugees International Japan needed donations to fund its projects worldwide but collecting donations in Japan has always proven to be challenging.
The refugee crisis is seen as a distant problem and rarely makes the news. Last year only 11 people were granted asylum out of 5,000 applications.
So, if Japanese people weren’t reaching out to the problem we decided to bring the problem to Japan.
The idea behind The Refugee Collection was to showcase in the most powerful way the plight of refugees worldwide.
RIJ collected 100+ exclusive items in refugee camps from Somalia to Myanmar. All x-objects were donated by refugees who wanted to share an unforgettable personal message.
Each item was placed in a once in a lifetime bespoke piece of packaging that looked innocent on the outside but contained the tragedy inside. The packaging design was further complemented with the name of the donor and the story behind the x-object.
To promote the collection and the Pop-up shop, a series of posters purely focused on the items was created where all the info was contained on the striking packaging
The collection sold out in 48 hours breaking all RIJ’s donation records and the Pop-up shop was visited by more than 1200 persons.
The PR effort generated articles in the biggest Japanese newspapers, coverage on the most popular digital news platforms, generating more than 33,000,000 impressions. (Asahi Shiunbun, Buzzfeed Japan and Yahoo News, just to name a few). Due to this collection RIJ was invited to participate in the official UN ceremony on World Refugee Day, the 20th of June taking place at the UN University in Tokyo.
Print 부문 Silver 수상작 As Well As - Salmony Cricket
As Well As - Salmony Cricket
Advertiser/Client | Smile Bull Marketing Co.,Ltd.
Brand | Hiso Fried Insect Snack
Company | GREY (THAILAND) LTD.
Eating insects is ㅍnot unusual in Thailand. It was started long time ago from Thailand Northeast area where crops were hard to grow and raising cattle was out of questions. So, the locals had to be creative when it came to food. Insects then quickly became one of the sources of protein and nutritious supplements.
Although today insects are widely consumed as snacks to accompany beer and other drink, many people still undervalue insects because they are unsavory.
Our challenge is to bring knowledge to people that despite its look, insects are comparable to other common animal protein and nutrition sources.