MUSIC FOR A BETTER WORLD by Artplan Rio de Janeiro for Rock In Rio

Adsarchive » Promo , Case study » Rock In Rio » MUSIC FOR A BETTER WORLD

MUSIC FOR A BETTER WORLD

Pin to Collection
Add a note
Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Brazil
Agency Artplan Rio de Janeiro
Director Kiko Lomba
Executive Creative Director Roberto Vilhena
Creative Director Gustavo Tirre, Alessandra Sadock
Art Director Jorge Falsfein, André Sampaio, Leandro Valente
Copywriter Toninho Lima, Betoca Jencarelli
Released September 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: ROCK IN RIO
Product/Service: FUNDRAISING
Agency: ARTPLAN
Executive Creative Director: Roberto Vilhena (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Creative Director: Alessandra Sadock (Artplan)
Copywriter: Toninho Lima (Artplan)
Copywriter: Betoca Jencarelli (Artplan)
Art Director: Jorge Falsfein (Artplan)
Art Director: André Sampaio (Artplan)
Art Director: Leandro Valente (Artplan)
Art Directors: Ana Paula Esteves/Carolina Saade (Artplan)
Account Manager: Rodolfo Medina (Artplan)
Account Manager: Elisa Simões (Artplan)
Account Manager: Mariana Lellis (Artplan)
Agency Producer: Rodolpho Donato/Rafaella Leme (Artplan)
Agency Producer: Ana Ourique (Artplan)
Director: Kiko Lomba (Tycoon Estúdios)
Production Company: Tycoon Estúdios (Tycoon Estúdios)
Photography: Flavio Zangrandi
General Director: Beth Garcia (Approach - Press Office)
Media Manager: Fabiana Guimarães Lavinas (Approach - Press Office)
Account Manager: Carolina Bellei (Approach - Press Office)
Media placement: TV - Fantastico - TV show - 09/06/2011
Media placement: TV ad - TV - 09/06/2011

Summary of the Campaign
After 10 years away Rock in Rio, the world's largest music festival, was back to Brazil. But in addition to the music, the festival also wanted to be recognised for its work in favour of social causes. But how? We invited the public to donate new, used, or even damaged musical instruments. Thanks to a partnership with the Brazilian Post Office, people from all over the country could send their instruments by express order, free of charge.

The Situation
After 10 years away Rock in Rio, the world's largest music festival, was back to Brazil. But in addition to the music, the festival also wanted to be recognised for its work in favour of social causes.

The Goal
In addition to the music, the Rock in Rio Festival also wanted to be recognised for its work in favour of social causes.

The Strategy
We invited the public to donate new, used, or even damaged musical instruments.

Execution
Thanks to a partnership with the Brazilian Post Office, people from all over the country could send their instruments by express order, free of charge.

Documented Results
In 2011, Rock in Rio collected 2,200 instruments for donation. The campaign won support from media, and singers collaborated by donating autographed musical instruments to be auctioned. Thanks to the campaign, 10 music rooms were built in public schools, and most importantly thousands of young people have taken an initiative to build a better world.