Music For Life: Changed Opening Credits & Episodes

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Released:	June 2009
Advertiser:	STUDIO BRUSSELS RADIO STATION
Brand name:	Music For Life Charity Event
Agency:	MORTIERBRIGADE Brussels
Country:	Belgium
Category:	Public awareness messages
Awards:	Cannes Lions 2009 Film Gold
Tags:	Cannes Lions 2009

Credits:

Type of Entry: Other Film Content
Category: Other Screens
Title: CHANGED OPENING CREDITS & EPISODES
Advertiser/Client: RADIO STATION STUDIO BRUSSELS
Product/Service: MUSIC FOR LIFE BRANDED CONTENT
Entrant Company: MORTIERBRIGADE Brussels, BELGIUM
Advertising Agency: MORTIERBRIGADE Brussels, BELGIUM
Creative Credits
Creative Director: Jens Mortier/Joost Berends/Philippe Deceuster
Copywriter: Paul Popelier
Agency Producer: Patricia Vandekerckhove
Advertiser's Supervisor: Peter Claes/Jan Van Biesen
Production Company: VRT Brussels, BELGIUM
Director: Dieter Vanhoof
Art Director: Dieter Vanhoof
Details
Brief Explanation:
The yearly Belgian charity event ‘music for life’ organised by Radio Studio Brussel and the Red Cross, this year was all about mothers on the run. Millions of mothers and children need to escape due to violence and war without care and help. These events occur so far away. We literally needed to bring this subject home, and infiltrate in people’s daily lives. So we decided to do something with Belgium’s most watched tv series ‘thuis’ (= dutch for ‘home’ ). It is a series like Neighbourgs. It’s all about families and their households. It is watched by a million viewers every day. The original serie starts with the opening credits showing all the actors, and a song that is all about ‘home sweet home’. We took the same graphic look and the song. When the viewers of ‘thuis’ were all set to watch their favorite show, instead of seeing the normal credits, the viewers saw this. With footage that we shot in Oeganda, we created 5 different episodes, where people could follow 5 mothers on the run, and what they had gone through. These episodes were aired on television and online. The viewers were asked to help. In no time we sensitized the Belgians and prepared them for the charity event. During 6 days and 5 nights, in exchange for a donation, 3 DJ played your favorite song. Music for life was a huge success. In 6 days time, 3.5 million euro was raised.