Нестандартная реклама "Spark Hope Matchbook", рекламодатель: ROCK 4 AIDS, агентство: Joe Public

Название: Spark Hope Matchbook
Агентство: Joe Public
Рекламодатель: ROCK 4 AIDS
Страна: Южная Африка
Сектор бизнеса: Некоммерческие организации
Год выхода: 2011
Вид рекламы: Нестандартная реклама

Describe the brief from the client: Rock4AIDS is an annual benefit concert that aims to help combat HIV/AIDS by improving education in local schools. In order to raise enough money to make a meaningful difference, we had to create a piece of communication that would convince musicians to come and perform at this year`s concert for free. Target audience: each year, the Rock4AIDS invitation is sent to different international and local bands and musicians.

Creative Execution: Over the years since Rock4AIDS` launch, we created various invitations to the annual benefit concerts. For example, a guitar without strings, entitled ‘The silence is killing us`. In keeping with the theme of using the medium of rock music to affect a change against HIV/AIDS, we chose to use one of the most used rock instruments, drumsticks, to spread a positive message.

Describe the creative solution to the brief/objective. Even though HIV/AIDS spreads like a fire in our country, we believe that a message of hope can spread just as easily. We created giant matchbooks containing drumsticks which can be pulled out and struck, and which can be used during a performance. Each matchbook serves as an invitation to local and international artists to join us at this year`s concert and to help us spark hope.

Describe the results in as much detail as possible. We received a positive response from three of the four musicians that the invitation was sent to. Plans for the 2011 Rock4AIDS concert are underway.

Награды:

• Cannes Lions, 2011 (2 место) Direct Lions (Dimensional Mailing)

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