| 标题 | Be Inspired |
| 广告公司 |
McCann Erickson
|
| 广告战役 |
Be Great - Boys & Girls Clubs
|
| 广告主 |
Boys & Girls Clubs of America
|
| 品牌 |
Boys & Girls Club of America
|
| 首次发布日期 |
2008 / 9
|
| 行业领域 | 机构/公益组织/非盈利组织
|
| 广告口号 | BE-GREAT.ORG/DENZEL |
| 剧情简介 | Boys & Girls Clubs of America launched a multi-platform brand campaign today that emphasizes a spirit of optimism and hope, reinforcing the positive benefits of the Clubs through the stories of its accomplished Alumni. Denzel Washington, a Boys & Girls Club alumnus and longtime spokesperson, will help to unveil the campaign the organization's first fully-integrated communications program, comprising interactive, broadcast, public relations, print, and outdoor components at an event on Capitol Hill September 17, 2008. |
| 哲学 | The campaign introduces the themeline, "Be Great," through the www.be-great.org website, online advertising, print, out-of-home and television commercials. The messaging debuted today with the website launch and a print ad in The Washington Post. Relying on donated media, the campaign aims to highlight the important role the Clubs play in the communities they serve, ultimately helping to drive community involvement and individual donations. |
| 问题
| Within the website, the alumni are taken out of traditional "celebrity" roles as spokespeople and given the opportunity to demonstrate how being members of the Boys & Girls Clubs helped shape their lives. The website also introduces an element of user-generated content, in that all Club alumni can add their names to the "wall of greatness." In the coming months, the site will be enhanced to enable visitors to share their own personal Club stories. |
| 媒体类别 |
Billboard
|
| 执行创意总监 |
Rob Bagot
|
| 执行创意总监 |
John McNeil
|
| 创意总监 |
Geoff Edwards
|
| 创意总监 |
Gerald Lewis
|
| Art Producer |
Lynn Sutliff
|
| Print Producer |
Jeffrey Leach
|
| 客户主任 |
Roxanne Spillett
|
| Media Rep. |
Anaka Kobzev
|
| Media Rep. |
Jennifer Vides Blake
|
