Rock 4 Aids DM Rock 4 Aids: Spark Hope Matchbook by Joe Public

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Rock 4 Aids: Spark Hope Matchbook

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Industry Arts, Public awareness
Media Direct marketing
Market South Africa
Agency Joe Public
Executive Creative Director Pepe Marais
Art Director Sinome Rossum, Sophia Strydom, Maciek Michalski, Freda Raubenheimer
Copywriter Clint Bechus, Jeanine Vermaak
Photographer David Prior
Released June 2011


Cannes Lions 2011
Direct Lions Dimensional Mailing Silver

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Dimensional Mailing
Advertiser/Client: ROCK 4 AIDS
Product/Service: ART FOR AIDS
Entrant Company: JOE PUBLIC Johannesburg, SOUTH AFRICA
DM/Advertising Agency: JOE PUBLIC Johannesburg, SOUTH AFRICA
Executive Creative Director: Pepe Marais
Creative Director: Maciek Michalski
Art Director: Maciek Michalski
Art Director: Sinome Rossum
Art Director: Sophia Strydom
Art Director: Freda Raubenheimer
Copywriter: Clint Bechus
Copywriter: Jeanine Vermaak
Photographer: David Prior
Describe the brief from the client:
Rock4AIDS is an annual benefit concert that aims to help combat HIV/AIDS by improving education in local schools. In order to raise enough money to make a meaningful difference, we had to create a piece of communication that would convince musicians to come and perform at this year’s concert for free. Target audience: each year, the Rock4AIDS invitation is sent to different international and local bands and musicians.
Creative Execution:
Over the years since Rock4AIDS’ launch, we created various invitations to the annual benefit concerts. For example, a guitar without strings, entitled ‘The silence is killing us’. In keeping with the theme of using the medium of rock music to affect a change against HIV/AIDS, we chose to use one of the most used rock instruments, drumsticks, to spread a positive message.
Describe the creative solution to the brief/objective.
Even though HIV/AIDS spreads like a fire in our country, we believe that a message of hope can spread just as easily. We created giant matchbooks containing drumsticks which can be pulled out and struck, and which can be used during a performance. Each matchbook serves as an invitation to local and international artists to join us at this year’s concert and to help us spark hope.
Describe the results in as much detail as possible.
We received a positive response from three of the four musicians that the invitation was sent to. Plans for the 2011 Rock4AIDS concert are underway