| 标题 | Siren - Billboard |
| 广告公司 |
M&C Saatchi Group
|
| 广告战役 |
Siren Posters
|
| 广告主 |
Clear Channel
|
| 品牌 |
The Ben Kinsella Trust
|
| Posted | 3月 2023 |
| 行业领域 | 机构/公益组织/非盈利组织
|
| 剧情简介 | The Ben Kinsella Trust is launching an innovative new machine learning campaign on Mother’s Day in the UK, to raise awareness of the devastating impact of knife crime. Last year, 315 people were admitted to hospital with knife-related injuries around Mother’s Day. Sadly, too many didn’t make it home. This campaign aims to raise awareness of the dangers of knife crime, highlighting the thoughts that go through a mother’s mind whenever she hears the sound of an ambulance siren. |
| 哲学 | This innovative poster campaign is based on anxious messages and text exchanges between real mothers and their sons imploring them to stay safe and not to carry a knife. In a world first, M&C Saatchi London worked with Clear Channel to develop a machine learning system which was trained to understand what an ambulance siren sounds like. Every time an ambulance drives past, or is in close proximity, its siren triggers the technology installed to show powerful messages from mothers to their sons, making the connection between ambulances and the genuine worry mothers have when they hear one stronger and more powerful than ever before. In addition to this AI-driven technology, the campaign also includes nearly 1,000 live digital billboards and Adshels across the UK. Some showcase the thoughts and fears of mothers, while others ask sons not to carry a knife this Mother’s Day. This is supported by organic social media activity. |
| 媒体类别 |
Digital Billboard/Poster
|
| Creative Partners |
Guy Bradbury
|
| Creative Partners |
Matt Lee
|
| 创意团队 |
Sara Mullane
|
| 创意团队 |
Becky Brice
|
| 创意团队 |
Nathan Bunting
|
| Design and Motion Graphics |
Elliot Pavesi
|
| 客户总监 |
Katie Mandel
|
| 制片 |
Ihsan Kemal
|
| Head of Creative Delivery |
Jonathan Acton
|
| Senior Project Manager |
Iona Joy
|
| Creative Agency Account Director |
Jason Jarvis
|
| Creative Technology Consultant |
Arthur Tindsley
|
| Creative Technology Engineer |
Jason Prout
|
| CEO of The Ben Kinsella Trust |
Patrick Green
|
