2017戛纳创意节促销狮金奖作品:Libé des réfugiés

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举报 2017-06

翻译自:D&AD

2017,欧洲被一场重大的移民危机影响。当谈到难民时,人们尤其是媒体,会谈论数据,关于统计、关于移民浪潮、甚至关于恐怖主义,但从来没有关于人类。他们不再被认为是男人和女人,他们是难民。

作为一家媒体,如何成为在法国总统选举前50天解放欧洲难民问题的社会变革催化剂?

2017戛纳创意节促销狮金奖作品:Libé des réfugiés

难民被描述为媒体中的一个问题,人们拒绝观看,因为他们不觉得自己有责任。要改变人们的看法,赋予他们自己的身份,最好的解决办法就是让他们代表自己说话。3月7日,我们决定给他们1天的全部报纸。一个完整的解放问题是由来自一系列起源的21名难民写的:一个挑战——解释今天的新闻之外他们是如何看待法国的。难民的文件,但不是难民。

2017戛纳创意节促销狮金奖作品:Libé des réfugiés

影响:

来自10个民族的21个难民
与平常相比,这个版本的销售量为35%。
10万纸的印刷和数字版阅读数400万遍
几乎每一个主要的法国媒体(电视、广播、新闻)都报道新闻并采访作者
国际媒体支持这项倡议
甚至法国总统弗兰索瓦·奥朗德,3名难民被邀请在Elysee会见他
在推特 #LibéDesRéfugiés 话题被1亿2600万人次看了24小时

项目信息
品牌/广告主
LIBÉRATION

营销机构

Creative Agency 创意代理商
FRED & FARID PARIS

参与者

奖项荣誉

NYF Advertising Awards
2018
NYF Advertising Awards
Best Use of Media: Public Service | Print
Second Prize
NYF Advertising Awards
2018
NYF Advertising Awards
Public Service Announcements / Communications: Print | Civic & Social Education
Grand Prize
NYF Advertising Awards
2018
NYF Advertising Awards
Direct & Collateral: Products & Services | Publications & Media
First Prize
NYF Advertising Awards
2018
NYF Advertising Awards
Public Service Announcements / Communications: Print | Civic & Social Education
First Prize
NYF Advertising Awards
2018
NYF Advertising Awards
Direct & Collateral: Products & Services | Publications & Media
Grand Prize
NYF Advertising Awards
2018
NYF Advertising Awards
Best Use of Media: Print | Newspaper
First Prize
NYF Advertising Awards
2018
NYF Advertising Awards
Public Service Announcements / Communications: Activation & Engagement | Civic & Social Education
First Prize
NYF Advertising Awards
2018
NYF Advertising Awards
Public Service Announcements / Communications: Collateral / Direct | Civic & Social Education
First Prize
NYF Advertising Awards
2018
NYF Advertising Awards
Activation & Engagement: Products & Services | Politics & Government
Second Prize
The One Show
2018
The One Show
Print & Outdoor | Promotional / Collateral / Promotional Items - Single or Campaign
Gold Pencil
The One Show
2018
The One Show
Branded Entertainment | Innovation in Branded Entertainment
Bronze Pencil
Cannes Lions
2017
Cannes Lions
Promo And Activation | Use of Print or Outdoort
Gold
Cannes Lions
2017
Cannes Lions
Direct | Use of Print or Outdoor
Bronze
Cannes Lions
2017
Cannes Lions
Promo And Activation丨Low Budget / High Impact Campaign
Silver
D&AD Awards
2017
D&AD Awards
PR | Creative Use of Media
Wood Pencil
D&AD Awards
2017
D&AD Awards
PR | In-Market Campaign
Graphite Pencil
D&AD Awards
2017
D&AD Awards
Creativity for Good | Advertising & Marketing Communications/Brand
Yellow Pencil
LIA
2017
LIA
Print | Media Promotion
Silver
LIA
2017
LIA
Design | Direct Marketing - Consumer
Bronze
LIA
2017
LIA
Integration | Integration
Gold
CLIO Awards
2017
CLIO Awards
Public Relations | Public Affairs
Bronze
CLIO Awards
2017
CLIO Awards
Public Relations | Cause Related
Bronze
CLIO Awards
2017
CLIO Awards
Public Relations | Multicultural
Bronze
CLIO Awards
2017
CLIO Awards
Branded Content | Print
Gold
CLIO Awards
2017
CLIO Awards
Brand Design | Editorial
Silver
CLIO Awards
2017
CLIO Awards
Direct | Print/Mail
Gold
 

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