If You Knew What Went into It, You Wouldn’t Steal It

ArabAd - - AWARDS -

In­ge­nu­ity, when it comes to cre­at­ing copy for ads, has taken a back seat as vi­su­als took cen­tre stage con­sid­er­ing that to­day’s au­di­ence pre­fer a quick fix rather than rel­e­vant com­mu­ni­ca­tion. Un­de­terred by cur­rent trends, the cre­atives at Leo Bur­nett Beirut thought it op­por­tune to re­vive the lost art of sto­ry­telling by cook­ing up a me­dia cam­paign against mu­sic piracy for Vir­gin Ra­dio, which was sub­mit­ted to the Clio awards but was only short­listed.

This cam­paign, builds on a sim­i­lar strat­egy of last year’s award­win­ning work en­ti­tled 'Mak­ing Mu­sic' com­prised of three vi­su­als map­ping the way the mind pro­cesses in­for­ma­tion.

The new ra­dio ad tells the life sto­ries of three renowned mu­si­cians (Amy Wine­house, Elvis Pres­ley and Marvin Gaye) by us­ing words from their song ti­tles lead­ing the au­di­ence to sym­pa­thise with the artists’ strug­gle and in turn sway the lis­ten­ers who ap­pre­ci­ate such works to ac­quire the mu­sic le­gally.

Tack­ling a wide-spread and prob­lem­atic re­al­ity, which plagues 95 per­cent of mu­sic down­loaded il­le­gally through­out the Mid­dle East, re­mains an un­re­solved is­sue, which the cre­atives be­hind this cam­paign hope to af­fect.

Al­though, the cam­paign did not scoop any award, we pre­dict it will have a bright fu­ture.

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