标题 | Diana Chaves |
广告公司 |
Leo Burnett Lisbon
|
广告战役 |
Golden Dates
|
广告主 |
Associação Mais Proximidade
|
品牌 |
Associação Mais Proximidade
|
首次发布日期 |
2022 / 10
|
行业领域 | 人权
|
剧情简介 | At Portugal’s XXVI Golden Globes Gala, two of Portugal’s biggest stars — Jessica Athayde (nominated for Best Actress) and Diana Chaves (nominated for Best Entertainer) — instead of bringing their partners as their escorts, used their plus one invitation to bring actual isolated elders to the event as their “Golden Dates”. AMP wanted to show the audience of the most watched and photographed red carpet of the country, that even the most valuable companions need company. A stunt that created the perfect spotlight to create awareness towards the issue for jornalists, photographers and the over 1,2MM spectators watching everything. |
哲学 | Celebrities used their plus one invitations to take real isolated elders as their “Golden Dates”. |
问题
| In Portugal, approximately fifty thousand elders are now suffering from isolation. A problem that is expected to get even worse in the coming years: Portugal to be the third country in the world with the most aged population in 2030. To draw attention to this issue, Associação Mais Proximidade (AMP) – an NGO that provides care and companionship to elders in isolation — brought this matter to the event where celebrities dates are as important as celebrities themselves: Portugal’s XXVI Golden Globes. |
结果 | AMP wanted to show the audience of the most watched and photographed red carpet of the country, that even the most valuable companions need company. Two of Portugal’s biggest stars — Jessica Athayde (nominated for Best Actress) and Diana Chaves (nominated for Best Entertainer) — instead of bringing their partners as their escorts, used their plus one invitation to bring actual isolated elders to the event as their “Golden Dates”. On live TV, more than 1,2MM (in a country of 10MM) witnessed our Golden Dates walk down the red carpet and surprise the cameras. A perfect spotlight to create awareness towards this issue and make AMP known to a broader audience. Diana Chaves and Jessica Athayde, who have a combined following of 2,8M people, while being the lucky ones who got to enjoy the company of their dates, also voluntarily used their immense digital platforms to bring awareness to the matter. During the week after the Golden Globes live show, our elders were all over Portuguese TV, with appearances and comments in many different TV shows. Golden Dates is a campaign that had zero investment and earned many minutes of coverage in prime-time Portuguese television and is still simmering. |
媒体类别 |
Branded Content
|
市场 | 葡萄牙 |
更多信息 | www.maisproximidade.pt |
执行创意总监 |
Steve Colmar
|
Head of Strategy |
Patricia Araujo
|
Head of Client Services/Production |
Paula Lopes
|
创意总监 |
Lucas Yu
|
创意总监 |
Guilherme Nunes
|
美术指导 |
Bruno Barros
|
美术指导 |
Kissyla Clarkson
|
文案 |
Freddie Brando
|
文案 |
Hernâni Correia
|
Head of Production |
Cristina Almeida
|
Video Editor |
Inês Correia
|
客户总监 |
Rudolfo Gonsalves
|
客户主管 |
Inês Serras Blanche
|
广告公司执行制片 |
Pedro Varela
|
广告公司执行制片 |
Pedro de Oliveira
|
Head of Production |
Leonor Coelho
|
Head of Production |
Susana Lourenço
|
导演 |
João Lobo
|
摄影指导 |
Martim Plantier Varela
|
Camera Assistant |
Beatriz Constantino
|
Camera Assistant |
Carolina Abreu
|
摄影师 |
Armanda Claro
|
Make-Up |
Kateryna Kornilova
|
后期制作 |
Blanche Filmes
|
音频后期制作 |
Estúdio de Som - DMix
|
Mix |
João Azevedo
|
|
LIGHT FILM
|