Monkey Week Design & Branding MUSIC TYPOGRAPHY by Leo Burnett Iberia Madrid

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MUSIC TYPOGRAPHY

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Industry Shows, Events & Festivals
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Art Director Bruno Nakano
Copywriter Francisco Cassis
Illustrator Bruno Nakano
Released April 2011

Credits & Description

Category: Advertising Typography
Advertiser: MONKEY WEEK
Product/Service: MUSIC FESTIVAL
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 29 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Francisco Cassis (Leo Burnett Iberia)
Copywriter: Francisco Cassis (Leo Burnett Iberia)
Art Director: Bruno Nakano (Leo Burnett Iberia)
Illustrator: Bruno Nakano (Leo Burnett Iberia)
Media placement: Posters - Music Stores, Bars, Restaurants, Universities - April 2011
Media placement: Press - El Periodico - April 2011

Describe the brief from the client
Monkey Week Music Festival is a big, independent music event that promotes new artists and helps amateur bands become pros.
In this sense, MW wanted to make a statement about piracy and how it affects the future of the industry.

Describe the challenges and key objectives
The task was difficult when 99% of our target downloads music for free everyday.

Describe how you arrived at the final design
We found a way to give our message and engage with music fans, not accusing them of a crime, but sharing with them the stories behind the music.
We created timelines with iconic song titles and we told the complex stories behind those few minutes of talent.
In the end, we didn’t point the finger at fans. We inspired them.

Give some indication of how successful the outcome was in the market
The campaign just launched, but the client already asked us for more executions including local artists and different media, like Facebook, radio and a website.