頂尖專題 | Best ads of the world （第4期）：讓世界充滿愛——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——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，世界上依然有陽光不曾照到的角落。
戰(zhàn)爭，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。
這個世界會好嗎？
會的，如果有更多的愛。
伸出援手，讓一些曾不被命運眷顧的人們走出深淵。
自尊自愛自強自立，讓自己進化成更好的人。
頂尖文案推出公益廣告新年特輯，同時宣告頂尖文案公益基金正式啟動。
TOPYS將捐獻一個廣告位的所有營運收入，同時開通讀者捐贈渠道，與NGO組織協(xié)商共建，共盡綿薄之力。
具體公益活動方案稍后待續(xù)，請關注。
A 電視廣告
NO.1
Embrace Life公益廣告：寧靜的張力: 請系上安全帶！
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，看不見，不等于不存在；存在，不會只對別人存在。
針對這個廣告，國外網(wǎng)友的留言出現(xiàn)最多的詞是“confused”。不是認為上述概念表達不清晰，而是其針對性不強，標語若換成“請勿酒后駕車”之類的似乎也行得通。
影片的制作，光影、音樂、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 法國防艾公益廣告 : A Life 美好的一生
NO.5
彪馬（Puma）：堅強之歌 向至愛的足球獻禮
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——足球獻禮。
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。內容上使用了超熱門冬奧會，創(chuàng)意是將所有運動員替換成了小孩子，鏡頭很漂亮也很動人（創(chuàng)意中用孩子一般比較討好），而最后的文案灰常重要……
“對于他們的母親來說，他們永遠是孩子”，看來全世界的母親都一樣。最終落款：“寶潔，母親們的榮譽贊助商”。寶潔公司是美國奧會協(xié)會助商，但是卻沒有直接以此自居，而是另辟蹊徑，用更加動人的角度去解讀了一下，比大批其他的無聊燒錢冬奧會贊助商廣告好多了。而同時，這也是寶潔公司“感謝母親”宣傳戰(zhàn)略中的一環(huán)，更多信息可參見寶潔官方網(wǎng)站中的欄目http://www.thankyoumom.com/
第二則，從另一個角度去解讀，對于運動員來說，母親扮演了什么角色。整個廣告樸實溫馨，不失大氣（音樂是亮點?。?。當最后一句文案——“thank you，mom”出現(xiàn)的時候，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
國際人權協(xié)會 International Society for Human Rights: Mouse
Advertising Agency: Ogilvy, Frankfurt, Germany
NO.11
PETA Asia Pacific 善待動物組織亞太分部-"Alicia Silverstone
廣告主： PETA Asia Pacific 善待動物組織亞太分部
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：“她熱愛環(huán)保，是個素食主義者，她的婚禮上所有設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:KILL A KID. KILL A FAMILY
NO.13
TreeHouse,autism：關愛孤獨癥兒童
| 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
國家動物保護協(xié)會（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.
“請幫助我們治愈化妝品試驗的受害者。只要發(fā)送短信到48585，捐出1歐元，就能幫助我們建立一個動物康復中心。”
“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，誰做？！
“反抗兒童虐待，你不做，誰做？！ 請通過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：請勿在駕駛時打電話
“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
好的廣告應該如此——把要說的說完，讓點評者無話可說。
所以我只能說，也許我們該學習的，是如何將車禍、瞌睡等等元素，集中在這樣一個小小的范圍內呈現(xiàn)，讓肇事者與觀眾，雙雙無處可逃。
最后，為了彌補冷場的尷尬，讓我們來唱一句應景的歌吧，“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Licra公益組織廣告：“不要讓膚色決定命運”
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：抗家庭暴力專用護具
一味的隱忍、避讓、沉默，是躲不過施暴者的拳頭的，只會讓他更加放肆。
說出來，告訴別人。不要鼓勵家庭暴力。
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
法國公益組織LICRA提醒人們關注種族歧視問題。
膚色越深，失業(yè)率越高。膚色越深，越難找到房子……與這系列海報的邏輯同樣簡單粗暴的，是現(xiàn)實。
LICRA呼吁：Let’s do something about discrimination.（行動起來，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.
