91 Radio Rock Werbung durch Druckerzeugnisse Every Breath You Take [spa] Master Comunicacao

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Every Breath You Take [spa]

In die Sammlung hinzufügen
Notiz hinzufügen
Branche TV- und Radioprogramme und -sender, Against violence (en)
Medien Rundfunk
Markt Brasilien
Agentur Master Comunicacao
Creative Director Felippe Motta
Copywriter Felippe Motta, Bruno Trindade, Cícero Rohr
Produktionsagentur Jamute Audio
Veröffentlicht Februar 2018


Lions Communication 2018
Radio & Audio Lions Sectors > Corporate Social Responsibility (CSR) / Corporate Image Bronze Lion

Kredite und Beschreibung

Brand 91 ROCK
MASTER Curitiba, Brazil Entrant Company
MASTER Curitiba, Brazil Idea Creation
JAMUTE AUDIO Curitiba, Brazil Production
Felippe Motta Master Creative Director
Bruno Trindade Master Copywriter
Felippe Motta Master Copywriter
Cícero Rohr Master Copywriter
Mayane Milinavicius Master Agency Producer
Ana Mulati Master Agency Producer
Cícero Rohr Master Account Director
Aldo Malucelli 91 Rock Radio Marketing Manager
Bruno Vilani 91 Rock Radio Marketing Manager
James Pinto Jamute Audio Producer

Entry Summary
Despite being a worldwide problem, domestic violence affects two million women in Brazil each year. An issue that goes far beyond physical violence, these hostages of abusive relationships, also suffer daily from sexual, psychological and verbal violence. Plus almost half the female victims do not report the aggressor. To raise awareness about this problem 91 Rock Radio has launched a campaign of radio spots with the theme "When your music songs has another meaning". The purpose of these radio spots was to help women identify if they are living a toxic relationship that is often viewed as normal and the most important: encourage them to report it.
Brief Explanation
The verses of The Police's song Every Breath You Take are spoken by a man in a totally threatening and oppressive way, showing exactly the same behavior a man who stalks and harrases a woman would have. At the end of the spot, the concept phrase explains why that man is so creepy and disturbed: "If what used to be your song plays now a different tune you may be living an abusive relationship. Report: Call 180".

Script (English)
Radio Spot 45”
Client: 91 Rock Radio.
“Every Breath You Take”
A man, in a low voice and threatening intonation, totally psychotic starts to speak. The words he is saying are exactly the same as the lyrics of the song Every Breath You Take by The Police. The man's interpretation takes it to a psychotic and unhealthy level.
“Every breath you take
Every move you make
Every bond you break
Every step you take
I'll be watching you
Every single day
Every word you say
Every game you play
Every night you stay
I'll be watching you
Oh can't you see
You belong to me”
At the end, before the concept phrase enters, we hear some chords that refer to the song that was played. Then we hear the announcer in a serious and slow voice.
Announcer: If what used to be your song plays now a different tune you may be living an abusive relationship. Report: Call 180. 91rock.com.br