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

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.