SEE THE PERSON
|Entrant||LEO BURNETT Melbourne, AUSTRALIA|
|Type of Entry||Use of Direct |
|Title||SEE THE PERSON|
|Product/Service||DISABILITY SERVICES |
|Entrant Company:||LEO BURNETT Melbourne, AUSTRALIA|
|DM/Advertising Agency:||LEO BURNETT Melbourne, AUSTRALIA|
||Executive Creative Director
||Creative Group Head
Describe the brief from the client:
Our mission was to promote Rudely Interrupted, a band in which 5 of 6 members live with disability. By launching the band and their amazing single to nation, through television and radio, we would challenge attitudes towards disability. Commercial airplay is a tough assignment for any band, let alone one in which 5 of its members live with disability.
The film clip already airing on TV concealed the band so viewers appreciated the performance before they judged the performers. Similarly, we sent a completely black, unbranded demo CD to radio station producers preventing them from judging the musicians before they’d heard the music. Once they played the black disc a message written in thermo ink, activated by the heat of the CD player, revealed the true nature of the band.
Describe the creative solution to the brief/objective.
To achieve as much exposure for the band and for our message as possible we wanted to gain national radio airplay, on-air interviews and talkback conversation nationwide. We had a powerful single written and produced by the band, all we needed to do was get it into the hands of as many radio station producers as we could and convince them to listen to it. Once they did, we knew their perceptions would be changed and they would want others to experience the same process.
Describe the results in as much detail as possible.
The launch track, Close my eyes, was subsequently played on over 50 radio stations across the country. The band, Rudely Interrupted, was invited to share their story in 23 on-air radio interviews.