頂尖專題 | Best ads of the world （第4期）：讓世界充滿愛(ài)——頂尖文案公益廣告新年特輯
Best ads of the world
A selection of the best ads of the world by theme
TOPYS將按主題選擇了世界上最好的廣告創(chuàng)意作品，與諸位分享
這一期的主題是：
讓世界充滿愛(ài)——頂尖文案公益廣告新年特輯
圣誕到，新年到，禮物、祈禱、祝福、歡笑……但，別忘了，世界上依然有陽(yáng)光不曾照到的角落。
戰(zhàn)爭(zhēng)，貧窮，饑餓，疾病，歧視，暴力，墮落，抑郁，日益惡化的環(huán)境……它們吞噬著比我們想象的更多的人。
這個(gè)世界會(huì)好嗎？
會(huì)的，如果有更多的愛(ài)。
伸出援手，讓一些曾不被命運(yùn)眷顧的人們走出深淵。
自尊自愛(ài)自強(qiáng)自立，讓自己進(jìn)化成更好的人。
頂尖文案推出公益廣告新年特輯，同時(shí)宣告頂尖文案公益基金正式啟動(dòng)。
TOPYS將捐獻(xiàn)一個(gè)廣告位的所有營(yíng)運(yùn)收入，同時(shí)開通讀者捐贈(zèng)渠道，與NGO組織協(xié)商共建，共盡綿薄之力。
具體公益活動(dòng)方案稍后待續(xù)，請(qǐng)關(guān)注。
A 電視廣告
NO.1
Embrace Life公益廣告：寧?kù)o的張力: 請(qǐng)系上安全帶！
Advertiser: The Sussex Safer Roads Partnership
Project: Embrace Life
Agency: Meteorite London
Head Of Digital: Marcus Hadfield
NO.2
IKEA 60 周年：每天都是值得慶祝的
NO.3
One Life：“Take Action”
文/VIVI
危險(xiǎn)，看不見(jiàn)，不等于不存在；存在，不會(huì)只對(duì)別人存在。
針對(duì)這個(gè)廣告，國(guó)外網(wǎng)友的留言出現(xiàn)最多的詞是“confused”。不是認(rèn)為上述概念表達(dá)不清晰，而是其針對(duì)性不強(qiáng)，標(biāo)語(yǔ)若換成“請(qǐng)勿酒后駕車”之類的似乎也行得通。
影片的制作，光影、音樂(lè)、節(jié)奏等，則得到一致贊賞。
Shedding light on a forgotten predator…For a predator that has faded into the darkness, One Life intends not to leave it there.
Country: Canada
Agency: Bleublancrouge
Brand: One Life
Advertiser: Bristol-Myers Squibb
NO.4
Aides 法國(guó)防艾公益廣告 : A Life 美好的一生
NO.5
彪馬（Puma）：堅(jiān)強(qiáng)之歌 向至愛(ài)的足球獻(xiàn)禮
賽日適逢情人節(jié)，球員鏗鏘演唱野人花園（Savage Garden）的經(jīng)典情歌，向至愛(ài)——足球獻(xiàn)禮。
When Valentine& #39;s Day falls on game day.
Droga5 and Puma help you send Valentine wishes to the one you love because they know where your heart will really be on February 14, as part of the Love=Football campaign. The site features a chorus of British blokes earnestly singing Savage Garden& #39;s cheesy love classic, as well as a group of Italian crooners belting out their own tune of amore.
相關(guān)網(wǎng)址: http://www.pumahardchorus.com/
Credits:
Agency: Droga5, New York
Client: Puma
Creative Chairman: David Droga
Executive Creative Director: Ted Royer
Copywriter: Petter Hernmarck
Copywriter: Erik Hogfeldt
Agency Producer: Dana May
Director: Ben Gregor
Production Company: Knucklehead
Producer: Ben Mann
Production Manager: Hannah May
Director of Photography: John Lynch
Post House: The Mill
Edit House: The Whitehouse
Editor: Alaster Jordan
Sound House: Envy
Music: Savage Garden "Truly Madly Deep"
NO.6
P&G寶潔：Proud sponsor of Moms
2010年2月，威登肯尼迪（W+K）廣告公司為寶潔（P&G）打造了這支全新品牌形象廣告。內(nèi)容上使用了超熱門冬奧會(huì)，創(chuàng)意是將所有運(yùn)動(dòng)員替換成了小孩子，鏡頭很漂亮也很動(dòng)人（創(chuàng)意中用孩子一般比較討好），而最后的文案灰常重要……
“對(duì)于他們的母親來(lái)說(shuō)，他們永遠(yuǎn)是孩子”，看來(lái)全世界的母親都一樣。最終落款：“寶潔，母親們的榮譽(yù)贊助商”。寶潔公司是美國(guó)奧會(huì)協(xié)會(huì)助商，但是卻沒(méi)有直接以此自居，而是另辟蹊徑，用更加動(dòng)人的角度去解讀了一下，比大批其他的無(wú)聊燒錢冬奧會(huì)贊助商廣告好多了。而同時(shí)，這也是寶潔公司“感謝母親”宣傳戰(zhàn)略中的一環(huán)，更多信息可參見(jiàn)寶潔官方網(wǎng)站中的欄目http://www.thankyoumom.com/
第二則，從另一個(gè)角度去解讀，對(duì)于運(yùn)動(dòng)員來(lái)說(shuō)，母親扮演了什么角色。整個(gè)廣告樸實(shí)溫馨，不失大氣（音樂(lè)是亮點(diǎn)?。?。當(dāng)最后一句文案——“thank you，mom”出現(xiàn)的時(shí)候，真的讓人蠻有感觸的。
NO.7
Leandrofeuz.com MTV Switch 公益TVC
B 平面廣告
NO.8
Unicef：不要忽略我
Advertising Agency: Ogilvy & Mather, Shanghai, China
Chief Creative Officer: Kevin Lee
Creative Directors: Kevin Lee, Ng Fan
Art Directors: Kevin Lee, Haibo Huang, Phoebe Liao, Stephen Zhong/Robin Wu
Copywriters: Adams Fan, Derek Huang, Raymond Yung, Andrew Lok
Artists: Haohui Zhou, Bin Liu
Designers: Spring Zhu, Chaowen Wu, Jinghua Pan
Print Producer: Ling Gu
NO.9
| Client: |
China Environment Protection Foundation
|
| Agency: |
JWT Shanghai
|
| Creatives: |
Yang Yong Liang (Photographer)
Yang Yong Liang (Illustrator)
Sean Tang (Designer)
Yang Yeo (Executive Creative Director)
Jacqueline Ye, Rafael Freire (Copywriter)
Lillie Zhong, Yang Yong Liang (Art Director)
|
| Country: |
China
|
| Other Credits: |
Print Production: Liza Law, Joseph Yu, Tao Shen
Client Service: Betty Tsai |
NO.10
國(guó)際人權(quán)協(xié)會(huì) International Society for Human Rights: Mouse
Advertising Agency: Ogilvy, Frankfurt, Germany
NO.11
PETA Asia Pacific 善待動(dòng)物組織亞太分部-"Alicia Silverstone
廣告主： PETA Asia Pacific 善待動(dòng)物組織亞太分部
演員：Alicia Silverstone 艾麗西婭?希爾維斯通
Sexy Hollywood star Alicia Silverstone bares all in PETA's first-ever naked veggie testimonial PSA. Watch Alicia's sexy video, directed by acclaimed director Dave Meyers, whose credits include videos for Britney Spears, OutKast, and Dave Mathews Band.
資料顯示：“她熱愛(ài)環(huán)保，是個(gè)素食主義者，她的婚禮上所有設(shè)施都是可以再生材料制成的”
英文版
NO.12
澳大利亞行人理事會(huì):KILL A KID. KILL A FAMILY
NO.13
TreeHouse,autism：關(guān)愛(ài)孤獨(dú)癥兒童
| Client: |
TreeHouse
|
| Agency: |
CHI & Partners, London
|
| Creatives: |
Craig Ward (Typographer)
Tim McPherson (Photographer)
Alan Cinnamond / Sandy Cinnamond (Art Director)
Alan Cinnamond / Sandy Cinnamond (Copywriter)
|
| Country: |
United Kingdom
|
NO.14
國(guó)家動(dòng)物保護(hù)協(xié)會(huì)（Ente Nazionale Protezione Animali—ENPA）: Make up
Social campaign against animal testing for cosmetic products. The aim of the campaign is raising funds to build a rehab center for the animals that survived the tests.
“請(qǐng)幫助我們治愈化妝品試驗(yàn)的受害者。只要發(fā)送短信到48585，捐出1歐元，就能幫助我們建立一個(gè)動(dòng)物康復(fù)中心。”
“Help us to cure the victims of cosmetic tests. Send a sms to 48585 to give 1 euro and to contribute creating a rehab center.”
Advertising Agency: Lowe Pirella Fronzoni, Milan, Italy
Creative Director: Umberto Casagrande, Mauro Manieri
Art Director: Lorena Cascino
Copywriter: GB Oneto
Photographer: Mauro Turatti
Post-producer: Mattia Giani
Published: Settembre, 2009
NO.15
“反抗兒童虐待，你不做，誰(shuí)做？！
“反抗兒童虐待，你不做，誰(shuí)做？！ 請(qǐng)通過(guò)www.unicef.org/southafrica援助。”
“If you don’t fight child abuse, who will? Please make a contribution at www.unicef.org/southafrica”
Advertising Agency: Y&R, Johannesburg, South Africa
Chief Creative Officer: Michael Blore
Executive Creative Director: Liam Wielopolski
Art Directors: Alison Stansfield, Mbuso Ndlovu
Copywriters: Ian Franks, Sebastian Schneider
NO.16
Bangalore 印度班加羅爾交管局：請(qǐng)勿在駕駛時(shí)打電話
“Don’t talk while he drives.”
Advertising Agency: Mudra Group, India
Executive Creative Director: Joono Simon
Art Director: Vinci Raj
Copywriter: Akhilesh Bagri
Photographer: Mallikarjun
Retouching : Sathish
Published: 2009
NO.17
瞌睡不開車 Sleepiness is stronger than you.
文/VIVI
好的廣告應(yīng)該如此——把要說(shuō)的說(shuō)完，讓點(diǎn)評(píng)者無(wú)話可說(shuō)。
所以我只能說(shuō)，也許我們?cè)搶W(xué)習(xí)的，是如何將車禍、瞌睡等等元素，集中在這樣一個(gè)小小的范圍內(nèi)呈現(xiàn)，讓肇事者與觀眾，雙雙無(wú)處可逃。
最后，為了彌補(bǔ)冷場(chǎng)的尷尬，讓我們來(lái)唱一句應(yīng)景的歌吧，“忽然天亮，忽然天黑，諸如此類……”
Sleepiness is stronger than you.
ThaiHealth
Don't Drive Sleepy Project
Advertising Agnency: BBDO Bangkok, Thailand
Chief Creative Officer: Suthisak Sucharittanonta
Executive Creative Director: Subun Khow, Vasan Wangpaitoon
Creative Director: Taewit Jariyanukulpun
Copywriter: Pattrapong Lapjarupong
Art Director: Nirun Sommalardpun
Photographers: Aunchai Secharunputong, Nok Pipattungkul
Illustrators: Ploy Lumthong, Tharect Kangkrich
NO.18
法國(guó)Licra公益組織廣告：“不要讓膚色決定命運(yùn)”
Your skin color. Shouldn't dictate your future.
Advertising Agency: Publicis Conseil, Paris, France
Copywriter: Fabrice Dubois
Art director: Pascale Gayraud
Photographer: Yann Robert
Chief Creative Officer: Olivier Altmann
Account Supervisors: Gaelle Morvan, Elysian Fields
Art buyer: Jean-Luc Chirio
LICRA general secretary: Richard Serero
NO.19
Al Mar'a：抗家庭暴力專用護(hù)具
一味的隱忍、避讓、沉默，是躲不過(guò)施暴者的拳頭的，只會(huì)讓他更加放肆。
說(shuō)出來(lái)，告訴別人。不要鼓勵(lì)家庭暴力。
Talk. To someone else. Don't encourage domestic violence.
Agency: FP7, Oman
Creative Director: Noufal Ali
Copywriters: Sree Rekha, Noufal Ali
Art director: Noufal Ali
Graphic Designer: Sanoop Ramachandran
NO.20
LICRA公益組織廣告：膚色邏輯
文/VIVI
法國(guó)公益組織LICRA提醒人們關(guān)注種族歧視問(wèn)題。
膚色越深，失業(yè)率越高。膚色越深，越難找到房子……與這系列海報(bào)的邏輯同樣簡(jiǎn)單粗暴的，是現(xiàn)實(shí)。
LICRA呼吁：Let’s do something about discrimination.（行動(dòng)起來(lái)，拒絕種族歧視。）
The Colour Panels campaign was developed at Publicis Conseil Paris by creative director Olivier Altmann, copywriter Thierry Lebec and art director Benedicte Potel.
