Moonshine Design & Branding LIFE'S A DANCE CAMPAIGN by Y&R Kuala Lumpur

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LIFE'S A DANCE CAMPAIGN

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Industry Shows, Events & Festivals
Media Design & Branding
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Director Gigi Lee
Copywriter Kor Siok Cheng
Designer Florence Lee
Account Supervisor Lee Yiu Yin
Released April 2011

Credits & Description

Category: Posters
Advertiser: MOONSHINE PRODUCTIONS
Product/Service: LIVE MUSIC EVENT
Agency: Y&R MALAYSIA
Date of First Appearance: Apr 20 2011
Entrant Company: Y&R MALAYSIA, Kuala Lumpur, MALAYSIA
Chief Creative Officer-Asia: Marcus Rebeschini (Y&R Asia)
Chief Creative Officer: Edward Ong (Y&R Malaysia)
Creative Director: Gigi Lee (Y&R Malaysia)
Copywriter: Kor Siok Cheng (Y&R Malaysia)
Art Director: Florence Lee (Y&R Malaysia)
Illustrators: Saifful Johan Foo/Florence Lee (Y&R Malaysia)
Typographer: Florence Lee (Y&R Malaysia)
Designer: Florence Lee (Y&R Malaysia)
Art Buyer: T L Tan (Y&R Malaysia)
Account Supervisor: Lee Yiu Yin (Y&R Malaysia)
Advertiser's Supervisor: Reza Salleh (Moonshine Productions)
Media placement: Posters - Laundry Bar - April 20, 2011

Describe the brief from the client
Moonshine was founded by musicians for musicians. It is a grassroots organisation that actively promotes and arranges live sessions for local independent musicians. Apart from a few hardcore fans, not many people have heard about the company. We needed to create and spread awareness, while at the same time connect with upcoming artistes.

Describe the challenges and key objectives
The most obvious thing to do would be to show pictures of upcoming bands/ solo artistes. But what if the musicians you promote are so new nobody has heard of them? Much less know what kind of music they play. We decided to take a route most people would be familiar with.

Describe how you arrived at the final design
Everything we do, whether it’s something mundane like hanging laundry, moving heavy furniture or even painting the house, is a form of dance. Dance is everywhere. Like music, it is part of life. As such, what better way to promote local independent music than to make it relevant to life itself. We intentionally used different illustration styles to showcase the different types of music.

Give some indication of how successful the outcome was in the market
The campaign was recently launched. It was supported by other media not shown in the entries. Quantitative results are still being tabulated.