2015 Winners & Shortlists

SAVE THE MUSIC

Bronze

Case Film

Presentation Board

BrandMINISTRY OF ENVIRONMENT & MINISTRY OF EDUCATION
Product/ServiceCEDAR CONSERVATION
EntrantY&R DUBAI, UNITED ARAB EMIRATES
CategoryUse of broadcast in a promotional campaign
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency Y&R DUBAI, UNITED ARAB EMIRATES

The Brief

We were briefed to raise funds and awareness for cedar conservation in Lebanon. As the voice of the future, the Lebanese youth are the ones who need to get behind conservation efforts. But to help a generation preoccupied with life in one of the Middle East's most vibrant cities to take action, we needed to find a message that would be able to resonate with them.

Describe how the promotion developed from concept to implementation

We found a way to spread our conservation message in a language Lebanese youth could understand - music. We extracted high-frequency rhythms from inside a cedar tree with the help of bioacoustic engineers and gave them to Beirut's top DJs to remix. The result was House track called "3000 years ft Marlene Jaber" (a Lebanese singer who collaborated with us) that could be downloaded to generate funds for cedar conservation. Our goal is to reach $100,000. The track was and is still available on iTunes, Beatport, Soundcloud, Amazon and other music sites.

Describe the success of the promotion with both client and consumer including some quantifiable results

We launched at 5 of Beirut's most prominent nightclubs, reaching thousands of people within the first weekend. The track received free radio airplay and found its way onto the top stations' playlists, reaching a total listenership of 1.2 million. The story was shared, liked, tweeted about and covered in the media and it became a trending topic throughout Lebanon. Aside from paying the minimum amount for the track, you could donate more money if you wish. Our conservation drive is still in progress, and so far we have had over 10,000 downloads and raised over $38,000 for cedar conservation.

Explain why the method of promotion was most relevant to the product or service

For the first time ever, the Lebanese cedar's voice could be heard by the public. And the fact that we were able to create a unique House track through it, meant our conservation message became more relevant to the Lebanese youth than it had ever previously been. Since the start of the project, many other DJs have expressed an interest in the project and we are now collaborating with them on an album. This will allow us to reach out to even more people as the Album will go beyond a single house track and embrace different genres of music, all with the sound of the cedar at its core.

Credits

Name Company Role
Shahir Zag Y&R Dubai Chief Creative Officer
Kalpesh Patankar Y&R Dubai Executive Creative Director
Ash Chagla Y&R Dubai Executive Creative Director
Ryan Reed Y&R Dubai Creative Director
Ryan Reed Y&R Dubai Art Director
Conor Barry Y&R Dubai Copywriter
Dane Ogilvie Y&R Dubai Art Director
Jed Dawson Y&R Dubai Copywriter
Mohamed Kotait Y&R Dubai Designer
Nadine Ghossoub Y&R Dubai Managing Director
Ribal Rayess VL Records Executive Producer/Composer
Jade Hazim VL Records Composer/Sound Engineer
Layal Moukahal Film Pudding Beirut Executive Producer
Camille El Khoury Film Pudding Beirut Executive Producer
Alain Abi Khalil Film Pudding Beirut Director
Rabih Felfly Film Pudding Beirut Dop Lighting Cameraman
Charbel Reaidy Montage Editor