VIRGIN RADIO MAKING MUSIC
Brand | VIRGIN RADIO |
Product/Service | RADIO |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Posters |
Entrant Company
|
LEO BURNETT BEIRUT, LEBANON
|
Advertising Agency
|
LEO BURNETT BEIRUT, LEBANON
|
Brief Explanation
Nearly 95% of music distributed in the Middle East is downloaded illegally. Rampant piracy has not just harmed the industry, but has also put the entire region in the spotlight for the wrong reason. We were challenged to use Virgin Radio’s brand equity and popularity to address online piracy by educating people about the value of great music, what goes into making it, and the importance of respecting the artistic process.
The Brief
Music piracy not only compromises the ability of record labels to continue producing music and unearth new talent. It undermines the efforts of the musicians themselves, and damages the sustainability of a rewarding career within the industry. Virgin Radio tasked us to address this issue by communicating the negative impact of downloading music illegally to music lovers who harm the very music and musicians they love through online piracy.
How the final design was conceived
A format was employed that could communicate our message through a medium that was relevant to our targets: the LP. This format enabled us to explore design and typography styles from the 50’s, 70’s, 80’s and 2000’s, a decade which saw a resurgence of Vinyl after nearly twenty years of Compact Disc ubiquity. Careful consideration was given to the integrity of these styles when developing the campaign, authenticity being crucial to the resonance of our communication.
Indication of how successful the outcome was in the market
Initial results proved favorable, with the importance of accessing music legally becoming an increasingly vocal part of international debate about music, musicians and the industry as a whole.
In a market where piracy is very common, we are addressing the young who are into music to sensibilize them on the harm they can do to their idols when illegally downloading music. Virgin Radio Lebanon has established itself in no time with the concept of 10 hits in a row and its aggressive online presence and is today a respected radio station who has the authority to approach this sensitive matter in the Lebanese market.
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Regional Executive Creative Director |
Jo Chemali |
Leo Comm |
Managing Director Pr Levant |
Andre Nassar |
Leo Burnett Dubai |
Executive Creative Director |
Rafael Augusto |
Leo Burnett Dubai |
Creative Director |
Zaid Alwan |
Leo Burnett Dubai |
Associate Creative Director/Copywriter |
Daniel Salles |
Leo Burnett Dubai |
Head Of Art |
Hana Kawalit |
Leo Burnett Dubai |
Art Director |