| 标题 | Sleeps Here |
| 广告公司 |
Havas Partnership
|
| 广告战役 |
Sleeps Here - The Smith Family
|
| 广告主 |
The Smith Family
|
| 品牌 |
The Smith Family
|
| Posted | 6月 2003 |
| 产品 |
Early Intervention & Prevention programs
|
| 行业领域 | 慈善机构、基金、志愿者
|
| 广告口号 | We help kids like Annie stay in school, so they don't end up sleeping here. |
| 剧情简介 | The ad depicts a disadvantaged girl who has the potential to end up on welfare or worse, homeless. The Smith Family are calling up on the community to donate to their programs, to prevent this from happening. |
| 哲学 | To 'borrow' from the conventions of 'cure/fix it' advertising and deliver the prevention is better than cure message. So, prevent the disadvantaged from ending up on welfare and on the streets, by donating to The Smith Family's programs today. Utilising media that helped deliver this message in a 'real life' situation. ie: sleeping under the 'newspaper', sleeping under a roadway passover bridge, sleeping in a bus shelter. |
| 问题
| The community donates during this time of year (winter) predominately to 'welfare/cure' based organisations. (ie: homeless, poverty, meals.. etc). The Smith Family programs work to prevent these situations through early intervention and education. The problem was to make 'prevention' a more compelling reason to donate than helping 'fix' the problem once it's ocurred. |
| 媒体类别 |
户外广告
|
| 市场 | 澳大利亚 |
| 执行创意总监 |
Dale Rhodes
|
| 创意总监 |
Mike Rolfe
|
| 美术指导 |
Mike Rolfe
|
| 文案 |
Jason Ross
|
| 客户总监 |
Tui Horo
|
| 客户主管 |
Julijana Trajcevski
|
| 广告公司制片 |
Robyn Willis
|
| 摄影师 |
Anson Smart
|
| 广告经理 |
Linda Landini
|
