INITIATIVE MONEY FOR MUSIC by Ogilvy & Mather Frankfurt for Rolling Stone Magazine

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INITIATIVE MONEY FOR MUSIC

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Industry Magazines
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Frankfurt
Creative Director Helmut Meyer
Art Director Eva Stetefeld
Copywriter Dr. Stephan Vogel, Taner Ercan
Released April 2010

Credits & Description

Category: Posters
Advertiser: ROLLINGSTONE MAGAZINE
Product/Service: ROLLINGSTONE MAGAZINE
Agency: OGILVY FRANKFURT
Date of First Appearance: Apr 25 2010 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Executive Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Creative Director: Helmut Meyer (Ogilvy Frankfurt)
Copywriter: Taner Ercan (Ogilvy Frankfurt)
Copywriter: Dr. Stephan Vogel (Ogilvy Frankfurt)
Art Director: Eva Stetefeld (Ogilvy Frankfurt)
Art Buyer: Christina Hufgard (Ogilvy Frankfurt)
Account Management: Dr. Stephan Vogel (Ogilvy Frankfurt)
Chefredakteur: Rainer Schmidt (Axel Springer Mediahouse Berlin)
Consultant: Peter Heinlein
Media placement: Posters - Poster in Music Stores, Computer Stores - 25.04.2010

Describe the challenges and key objectives
If illegal copying continues, good music will disappear. Based on this premise, the key question was how to demonstrate the negative impact of copying on the original. Our answer was to show the effect of fading and disappearance in a unique and simple graphic visualisation.

Describe the brief from the client
Today, for every legal music download, there are six illegal downloads. Internet-piracy and illegal copying are destroying musicians livelihood – and those of a whole branch. Especially young artists are concerned about the impact on their revenue streams – and not least their entire existence as artists. In order to support musicians, Rolling Stones Magazine asked us to come up with a campaign to make this point very clear.

Describe how you arrived at the final design
Our solution: We took covers of legendary music albums and copied them with a standard photocopier – over and over again. Until the well-known album covers were only barely recognisable. This special technique impressively demonstrates the effects of copying: The more you copy, the more music will disappear.

Give some indication of how successful the outcome was in the market
The results were amazing. A large number of music lovers signed up to the 'money-for-music.de' website in order to support young musicians and their work. The website became a serious platform where a lot of people discuss what can be done against piracy and illegal copying in the future.