Studio Brussels Case study SONG FOR LIFE by Mortierbrigade Brussels

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Industry TV Channels/Radio Stations and Programmes
Media Case study
Market Belgium
Agency Mortierbrigade Brussels
Creative Director Joost Berends, Jens Mortier, Philippe De Ceuster
Creative Stijn Jansen, Bram Ceuppens
Released May 2013


Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Use of Other Digital Media in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Other Digital Media in a Promotional Campaign
Product/Service: MUSIC FOR LIFE
Movie: Jeroen Houben (Jeroen Houben)
Design: Frederick Feyfer (Uncompressed)
Web: Pascal Leroy (Group94)
Client Services Director: Veerle De Vos (Mortierbrigade)
Agency Producer: Evert Vermeire (Mortierbrigade)
Creation/Strategy: Vincent D'halluin (Mortierbrigade)
Creative: Stijn Jansen (Mortierbrigade)
Creative: Bram Ceuppens (Mortierbrigade)
Creative Director: Philippe De Ceuster (Mortierbrigade)
Creative Director: Joost Berends (Mortierbrigade)
Creative Director: Jens Mortier (Mortierbrigade)
Client: Gunther Van Acker (Studio Brussels)
Client: Jan Van Biesen (Studio Brussels)
Client: Peter Claes (Studio Brussels)
Describe the brief from the client
The yearly charity event ‘Music for Life’ by radio station Studio Brussels wanted to raise awareness around dementia.
Music has an important therapeutic effect on people with dementia. Your musical memory is stored in the back of the brain and is therefore affected last.
People who have forgotten even the names of their children, light up and start singing along when they hear their favourite music.
But who will remember your favourite music, when even you have already forgotten what it was?
Promotion Development
Song for Life, the world’s first link between your favourite music and your ID & medical record.
The ultimate warranty that if you need it one day, someone will make you listen to your favourite music.
It insures smiles and musical joys forever.
And brings back memories when almost everything is forgotten.
The Belgian secretary of Health Jo Vandeurzen backed the idea right away.
From now on every Belgian can officially register their ‘song for life’ on their ID, and the song is kept in their medical file forever.
Over 15.000 people have registered their Song for life in one week’s time, including the Belgian Prime minister Elio di Rupo (Jacques Brel’s ‘Le plat pays’).
Secreatary of Health Jo Vandeurzen has decided the service will stay online, so everybody will also in future be able to save his song for life.
We made people think about dementia via music and the beautiful memories it provokes.
Moreover, we made Studio Brussel’s baseline ‘Life is Music’ come true more than ever before.
After Music for Life, Belgian secretary of Health Jo Vandeurzen took over the webplatform so you can register your Song for Life forever and whenever.
Relevancy to Product/Service
Studio Brussels is a radio channel for music lovers. This campaign made these people think about the consequences of dementia for themselves and for the people they care about. Moreover, it’s a perfect illustration of Studio Brussels baseline ‘Life is music’.
During the week of charity event “Music for Life”, Studio Brussels aired the registered songs, accompanied by the stories that their listeners attached to them. Therefore, we needed 2012 songs to be registered.