Posts

Students riff on Apple’s “Shot on iPhone” campaign to highlight issue of gun violence

Starting on the 24th March, the day of March of Our Lives, a series of posters were plastered across Manhattan to call attention to gun violence.

The guerrilla ads were created by two 26-year old School of Visual Arts students, Ji Kim and Andy Koo. They took inspiration from the Apple “Shot on iPhone” campaign, which showcased the quality of the iPhone camera and personal photography. They have kept the campaign dimensions and fonts very similar but swapped the tag line to “Shot with AR-15”, replaced the Apple icon with the National Rifle Association’s logo and the images focus on devastating scenes of gun violence tragedies.

Kim states “We thought about what would be the most powerful way to raise awareness about this issue, and Apple’s iconic ‘Shot on iPhone’ came up in my head, because the word ‘shot’ has two different meanings…We thought it was ridiculous that AR-15 was used in most of the recent mass shootings in the United States. And AR-15 was initially developed as a weapon of war, not for home or personal protection.”

Kim and Koo created 12 different designs, which they printed over 80 times. The images focus on people mourning victims of recent AR-15 rifle massacres at Sandy Hook Elementary, Marjorie Stoneman Douglas High School in Parkland, Las Vegas and Pulse Nightclub in Orlando. They now intend to expand the campaign beyond New York to other cities in the United States.

These concrete dog statues drew attention to a tragic pattern many were overlooking

When you see a dog tied to a lamppost, park bench or bicycle rack, you expect its owner to return soon and take the animal home.
It wouldn’t occur to most of us that such dogs might, in fact, simply have been abandoned.
But it happens all too often. For example, some 1,400 pets , including 760 dogs, were discarded on the streets of Barcelona last year. That’s a 13 percent increase from 2016.
To raise awareness of the issue and fetch new owners for some of the 200 critters awaiting adoption in city shelters, Ogilvy Barcelona placed 20 life-sized concrete dog statues around town on behalf of the City Council.
Tethered to posts, polls and other urban structures, the figures were cast from 3-D printed molds by Ingi Guðjónsson, product designer at Fab Lab Barcelona and the Institute of Advanced Architecture Catalonia. Each statue includes an ID tag with a code that links to the City Council’s animal welfare site, where viewers can get information about real furry friends in desperate need of loving homes.
Two shelter dogs—4-year-old mixed-breed Neula and 5-year-old American Staffordshire Samsó—served as models for the statues.
“Neula and Samsó represent all the dogs that have been waiting a second chance,” says Jofre Banquells, creative director of Ogilvy Barcelona. “They both waited for at least a year at Barcelona’s animal shelter. Fortunately, Neula has been quickly adopted as soon as the campaign has been launched (on April 9).”
Of course, the pet adoption issue has generated plenty of notable work in recent years. Such efforts include Pedigree’s lauded films from 2015 about ex-cons whose lives changed for the better after they began caring for dogs, and the brand’s flip-the-script take from last year that showed humans longing to escape cramped shelter cages. In January, two different appeals used music playlists as a focal point, one from Spotify, and another from Dallas Pets Alive.

“Installing the dogs attached to lampposts, as if they were really abandoned, helps people visualize the situation. People don’t only see a dog, they see the problem.”
Jofre Banquells, creative director, Ogilvy Barcelona

Dubbed “Dogs S.O.S.,” the Barcelona City Council effort cuts especially close to the bone by confronting people where the problem occurs and challenging them to become part of the solution.
“Installing the dogs attached to lampposts, as if they were really abandoned, helps people visualize the situation,” Banquells says. “People don’t only see a dog, they see the problem. In addition, it gained media attention with no investment at all.”
The sculptures will sit and stay on the streets another week, then move to other public spaces, such as libraries.
Via: AdWeek

Calm installs 84 male suicide sculptures on ITV Tower to raise awareness

Calm, the charity that works to prevent male suicide, has installed 84 sculptures of men with a hood pulled over their faces on top of the ITV Tower to raise awareness of the number of men who take their lives every week.

The sculptures have been created by Mark Jenkins, with support from bereaved friends and families who have lost a loved one to suicide. Each family was guided in using Jenkins’ signature tape casting technique to produce a sculpture for the installation.

The activation runs for a week from today (Monday 26 March). The campaign, which has been created by Adam & Eve/DDB, will be supported by ITV show This Morning with three days of programming dedicated to male suicide.
The charity’s chief executive Simon Gunning said: “Achieving our goal of male suicide prevention requires everybody to take a stand. As a society we have to face this awful issue, discuss it and actively work to stop it, which is why we’re particularly invested in making this campaign a success.
“Project 84 is all about making the scale of the situation very clear and we hope it will drive change and encourage everyone, government included, to come together to take suicide seriously.”
Via: Campaign Live

WaterAid uses empty water buckets to raise awareness of child poverty

WaterAid has placed 800 empty water buckets along the River Thames to represent the number of children who die every day due to a lack of clean water.

The activation is part of the charity’s Untapped appeal which raises awareness of the one in nine children who don’t have clean water, and one in three without a “decent” toilet.
WaterAid says that each of the colourful buckets in the installation could hold enough drinking water for one child a week.
The work has been created by PR agency Tin Man with KGA supporting production.
Marcus Missen, director of fundraising and communications at WaterAid, said: “Every day, millions of children miss out on school and have no time to play with friends because they have to collect water for their families. Often, the water is so dirty it can kill them.”
Via: Campaign Live

Digital Mums grabs attention with carefully censored OOH campaign

Flexible work campaigner Digital Mums is today launching the next stage of its #WorkThatWorks initiative, with ‘Clean Up The F Word’ – a national campaign aiming to change perceptions of flexible working in business.
Taking over OOH sites across the UK, the campaign on first glance seems to be censoring another well known ‘F word’ with questions such as ‘Is today the day you ask your boss to do some f******** work?’ and ‘Ever thought about f******* working?’. On closer inspection, it’s revealed that the topic in question isn’t quite what it seems, and is in fact, talking about flexible work.
A concept and campaign created by creative agency Iris as part of a pro-bono partnership with Digital Mums, ‘Clean Up The F Word’ aims to drive social awareness among both employees and employers about the benefits of flexible work – and encourage people to pledge their support by petitioning the government to change how ‘flexible working’ is officially defined.

 Via: The Drum

Pet adoption campaign has surprising fix for a tattoo of your ex's name

A new campaign by Brazilian pet retailer Petz addresses the dilemma of what to do when your relationship ends, but your ex’s name is tattooed on your body.
Agency Ogilvy Brazil invited people who wanted their tattoos removed by a professional to come to Sao Paulo-based tattoo studio Tattoo You, and then surprised them. Instead of removing the tattoo, the tattoo artists came in holding a cute dog wearing a tag with the same name as the ex-partner. The message is this: why not adopt an abandoned dog, give them the name, and you’ll never have to explain your tattoo again?
According to the agency, the stunt came as a complete surprise to all the people in the film and one, Debora Santana, has agreed to adopt the dog.
The campaign was created to highlight the issue of abadonment in Brazil: News Agency on Animal Rights ANDA estimates that there are over 30 million stray animals living in Brazil alone, of which 10 million are cats and 20 million dogs.
[youtube width=”300px” height=”200px”]8-9uElQM8HI[/youtube]
Via: Creativity Online

Spotify fast forwards music when speeding to reduce traffic accidents

In Peru, 70% of traffic accidents are due to excess speeding, with many drivers not aware that they are over the speed limit when driving.
To raise awareness of excess speeding and encourage drivers to slow down, leading music streaming service Spotify introduced ‘Music Signs’. When drivers surpass the national speed restriction (100km p/h), the app automatically fast forwards the music track currently being played, matching the speed of the travelling vehicle, before showing a speeding alert. This encourages drivers to slow down, in order for the track to return to its normal playing speed.
[youtube width=”300px” height=”200px”]tjg7sVOxZ8o[/youtube]
Via: Guerilla Blog

Engagement uplift for Stena Line by adding a programmatic mobile campaign to Out of Home

In cooperation with Isobar and Amnet Posterscope Netherlands created an Out of Home awareness campaign combined with an online mobile 360° ad for ferry company Stena Line. Combining Out of Home with a location-driven mobile campaign and a mobile audience creates an uplift with more impact and engagement. By using a programmatic strategy, the best of both mediatypes is optimally utilized to reach the target group on the biggest and the smallest advertising screen at the same time.
From Goal to Strategy
With their core business on the holiday market, visibility just before the high season with a focus on branding and awareness were the main campaign goals. To translate this into a strategy Stena Line wanted to be visible from the end of May until July because during this period most potential clients get inspired and book their holidays. Until the end of July, the campaign will be exposed on digital highway billboards, big screens at subway/train stations and on mobile with a 360° ad.
Cross channel boosting effect
For this campaign Out of home was the perfect medium to create awareness and generate exposure. The use of digital screens totally suited the campaign goals of Stena Line. To add an extra campaign layer, the programmatic trading desk Amnet purchased a mobile campaign based on geofencing (proximity) and a pre-defined audience. Therefore, they used gps-locations with a focus around train stations. The digital Out of Home screens were exposed on working days and during the weekends between 16:00 and 19:00. Whenever passersby were near a train station they both got to see the ad on the Out of Home screen and on their smartphone. To give this ad an extra brand experience Isobar created a rich media ad with the use 360°.
From insights to effectiveness
By using a mobile strategy and data it’s possible to provide insights on the effectiveness of the Out of Home campaign. It gives us the opportunity to define the number of clicks and the engagement by location. Overall the combination of Out of Home and Mobile enchances target group insights based on POI’s. We can also retrace passersby who interacted with the Out of Home object, which gives us the possibility to optimize the next campaign. This proofs that Out of Home and Mobile are the ingredients for a success formula and for creating a campaign uplift.
  
Credits
 Client:                                    Stena Line, Mariel Korpel, Stefan van Beek
Out of Home specialist:      Posterscope, Bas van den Hoogen, Roos Groesz
Experience design:              Isobar, Melvin van Gom
Programmatic:                     Amnet, Frank Meiland, Guido van Oosten
Media owners:                     CS Digital Media, Interbest, Ngage Media, OOHA media

Sticker stunt on cars encourages public to be sun-smart

South Africa has the 2nd highest rates of skin cancer in the world after Australia, and has one of the highest rates of melanoma worldwide, as far as Caucasians are concerned.
At least 20,000 South Africans are diagnosed annually with non-melanoma skin cancers, and a approximately 1, 500 are diagnosed with melanoma. However, many South Africans dismiss marks on their body and are reluctant to get checked out, and are more concerned about the marks on their cars than on their bodies.
CANSA (Cancer Association of South Africa) aim was to raise awareness of this and encourage the public to be sun-smart. Stickers mimicking that of melanoma were stuck onto the driver’s doors of cars at the beach. Upon noticing the stickers and peeling them off, the vehicle owners would see a message with sun-safe tips on the reverse, which also served as a token for a free screening down to identify potential melanoma risks.
169 dangerous melanomas were identified but due to early detection, could be easily treated.
[youtube width=”300px” height=”200px”]E4BP578bYWk[/youtube]

'Provactive' show during fashion week highlights victims of abuse

During Fashion Week, ‘The Guilty Clothes’  show was promoted using lines such as “The most provocative fashion show ever”, heavily playing on words like “erotic” and “tease”.
The invited audience sat down in anticipation, waiting for the show to start. When the models began to walk, the it quickly became apparent that the clothes weren’t erotic at all.
In fact, the models wore garments that were inspired by the clothes that victims of sexual assault wore at the time of being attacked, to portray the problem of blaming victims of sexual assault.
The Guilty Clothes project was created to show a society quick to condemn that it is not clothing that provokes rape. Victims have been returning home from work in a smart suit, running around the park in a tracksuit, or having a cup of coffee with an old friend in comfy jeans and a sweater.
[youtube width=”300px” height=”200px”]Mk18sAJnV_w[/youtube]
Via: Guerilla Blog