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Category
Magazine / Full Page or Spread - Campaign
Annual ID
140673A
About the Work
95% of music distributed in the Middle East is downloaded illegally. Rampant piracy has not just harmed the industry, but has also put the entire region in the spotlight for the wrong reason. The campaign's objective was to persuade those who enjoy and appreciate music to give it a second thought before downloading, by dispensing any belief that great music comes easy.
We based our idea around the craft of song writing and the effort that goes into creating something unique with the potential to capture the listener's imagination. We found our answer in three iconic songs by artists who have managed to enthrall even the newer generation. Virgin Radio used its strong brand equity to reach out to not just its listeners but also anyone who enjoyed music.
We based our idea around the craft of song writing and the effort that goes into creating something unique with the potential to capture the listener's imagination. We found our answer in three iconic songs by artists who have managed to enthrall even the newer generation. Virgin Radio used its strong brand equity to reach out to not just its listeners but also anyone who enjoyed music.
2014 Awards
Total Points: 5
Merit
Credits
Agency
Leo Burnett / Beirut
Leo Burnett / Dubai
Art Director
Edward Poh
Chief Creative Officer
Bechara Mouzannar
Creative Director
Abraham Varughese
Executive Creative Director
Malek Ghorayeb
Writer
Zaid Alwan
Abraham Varughese
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