Monica Lewinsky - In Real Life
每年10月是美國的反欺凌月，社會活動家莫妮卡·萊溫斯基（Monica Lewinsky）呼吁人們通過現(xiàn)實生活的遭遇來關(guān)注網(wǎng)絡(luò)暴力問題。莫妮卡·萊溫斯基攜手BBDO紐約在今年10月推出「In Real Life」活動，該活動包含了一個同名短片和一套能夠在網(wǎng)絡(luò)中運用的反網(wǎng)絡(luò)暴力表情包 #BeStrong 。
短片提出一個問題：“如果這種行為（語言暴力）在現(xiàn)實生活中是不可接受的，為什么在網(wǎng)上如此正常？”在短片中，我們看到有人在語言暴力他人，例如咖啡館里的一個人斥責(zé)同性戀夫婦應(yīng)該去自殺，見到一個稱穆斯林婦女就指責(zé)其是恐怖分子。在這個社會實驗中，雖然欺凌者和受害者都是演員，但站出來調(diào)解的卻是社會中毫不相干卻具有正義感的路人。
該廣告最終引起人們注意網(wǎng)上行為與現(xiàn)實生活之間的差異，而 #BeStrong 表情包則為那些目睹網(wǎng)絡(luò)暴力的人提供自衛(wèi)反擊的工具。
欺凌行為者所說的所有話語內(nèi)容，實際上取材于現(xiàn)實中人們在社交媒體上的真實評論。
Agency: BBDO New York
Client: Monica Lewinsky / Anti-Bullying
Campaign: In Real Life
David Lubars, Chief Creative Officer, Global
Greg Hahn, Chief Creative Officer, BBDO New York
Danilo Boer, Executive Creative Officer
Marcos Kothlar, Executive Creative Officer
Bianca Guimaraes, Associate Creative Director, Art Director
Roberto Danino, Associate Creative Director, Copywriter
David Rolfe, Head of Integrated Production
Angela Narloch, Executive Producer
Rani Zarina Vaz, Head of Music Production
Steven Panariello, Account Director
Lindsey Cash, Account Director
Carrie White, Account Director
Nora Stanton, Account Executive
Christina Stoddard, Planning Director
Dexter Blumenthal, Junior Brand Planner
Yin Chung, Engagement Planning Director
James Mullally, Communications Planner
Lucy Bennett, Influencer Manager
Bernadette Naughten, Director of Business Affairs
Production Company: BBDO Studios
Win Bates, Director
Michael Gentile, BBDO Studios Lead
AJ Rowe, BBDO Studios Manager
Persis Koch, EP
Edit: Work Editorial
Adam Witten, Editor
Jamie Perritt, Producer
Color & Finish: The Mill
Fergus McCall, Colorist
Corey Brown, Colorist
Kyle Zemborain, 2D Assist
Luis Martin, Producer
Mix: Heard City
Dan Flosdorf, Audio Mixer
Gloria Pitagorsky, EP
Music: Human
Andy Bloch, Composer and Creative Lead
James Dean Wells, EP
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