MUSIC PIRACY by Сleansheet Сommunications for Ole

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MUSIC PIRACY

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Industry Publishing, streaming & media
Media Design & Branding
Market Canada
Agency Сleansheet Сommunications
Art Director Tom Hurd, Denny Kurien
Released March 2012

Credits & Description

Category: Posters
Advertiser: OLE
Product/Service: INDIE MUSIC COMPANY
Agency: CLEANSHEET COMMUNICATIONS
Chief Storytelling Officer: Neil Mcostrich (Cleansheet Communications)
Art Director: Tom Hurd (Cleansheet Communications)
Art Director: Denny Kurien (Cleansheet Communications)
Writer: Neil Mcostrich (Cleansheet Communications)
Media placement: Poster - Wildpostings - March 1/12 - May 2012

Describe the brief from the client
The brief: 'ole' is an indie music company that was frustrated by all the music that was being downloaded illegally.

Their request of us was to create an arresting piece of work that would get people talking about the issue, so in turn, the government would be motivated to toughen copyright laws and protect singers and songwriters in this digital age.

Describe the challenges and key objectives
Challenges: Taking music from artists for free has never been easier in this digital age. And yet, many people don't see pirating music as a serious issue, because of the perception that musicians are filthy rich. The fact of the matter is, most artists are not – and taking their music for free is stealing from them. To create conversation around this issue and to get the government to toughen copyright laws in a digital age, we set out to create work that people would notice.

Describe how you arrived at the final design
Creating the image: The image of the pirate skull is readily associated with danger and lawlessness. The idea of replicating this iconic image with musical instruments seemed a fresh way of presenting piracy as a modern problem, of a digital age, that needs to be addressed.

Give some indication of how successful the outcome was in the market
Results: As a result of this campaign, our client was invited to our nation's capital to address parliament and present a case for toughening copyright in the digital realm. Additionally, the image proved so provocative that musicians, songwriters, record labels and other clients requested copies of the image that they could use as signatures themselves.