Cancer Research UK: Ashtray-to-Vases
星期三, 07月 30th, 2008对2007年7月1日实施禁烟生效，在每一个酒吧，俱乐部和餐厅横跨英格兰。它所作的封闭空间清洁和更健康的每一个人。我们简短的是要提高认识，努力营造健康的环境和作出的禁令更积极的为每个人都在英格兰的同时，鼓励进一步的捐款给癌症研究。
解决方案：
我们知道，烟灰缸，在酒吧，夜总会和餐馆将成为多余的和扔掉。因此，我们决定采取他们和改造他们成为了一些有利于大家的环境。这项倡议将扭转负协会的一个烟灰缸进入一个更符合环保原则的正面的。玻璃烟灰缸被收集在特别设计的门式袋，以及转化为独特的纯手工制作花瓶由一个主工匠。然后，我们拍卖的花瓶在eBay上，同所有的收益将会直接癌症研究英国。公关，然后建立在故事这一独特的努力。
结果：
第一花瓶出售￡ 86.00 ，在5天的拍卖。我们正继续出售花瓶在eBay上，平均￡ 77一块。随后的拍卖将持续整个2008年，所以充分的结果，所有活动将不知道，直到所有拍卖活动完成。
Brief:
On July 1st 2007 a smoking ban came into effect in every pub, club and restaurant across England. It made enclosed spaces cleaner and healthier for everyone. Our brief was to raise awareness of the efforts to create healthier environments and make the ban more positive for everyone in England whilst encouraging further donations to cancer research.
Solution:
We knew that ashtrays in pubs, clubs and restaurants would become redundant and thrown away. So we decided to take them and transform them into something that would benefit everyone’s environment. This initiative would turn the negative associations of an ashtray into a more environmentally-friendly positive. Glass ashtrays were collected in specially-designed door-drop bags and transformed into unique handmade flower vases by a master craftsman. We then auctioned the vases on eBay, with all proceeds going straight to Cancer Research UK. PR then built on the story of this unique endeavour.
Results:
The first vase sold for ￡86.00 in a 5-day auction. We are continuing to sell the vases on eBay, for an average ￡77 a piece. Subsequent auctions will be ongoing throughout 2008, so full results of all activity will not be known until all the auctions and activities are complete.
广告机构: OGILVY, London, UK
艺术总监: Rod Broomfield
广告文案: Mark Davies
Planner: Sarah Newman
Account Manager: Donna Buckingham
Account 首席: Emma Bottomley
Communications Manager: Kevin Whitlock
生产管理: John Thompson
首席 创意总监: Malcolm Poynton
创意总监: Colin Nimick
