College Music - "LoFi Beats Suicide"

McCann London

McCann London London, Regno Unito

Premi

7828

Questo spot fa parte della collezione ACT Responsible

Marca: College Music
Paese: Regno Unito

Cliente: College Music

Titolo	LoFi Beats Suicide
Brief	The campaign hijacked a YouTube channel where thousands of students listen to LoFi music and watch a looping animation of a girl studying. A place where they frequently express feeling stressed, depressed and alone. The idea was to disrupt Study Girl's loop with a bold and relatable message. For the first time in 809 days, Study Girl stopped studying and considered taking her own life. After wrestling with her decision, she chose to seek help instead. This sequence was followed by a message crafted with support from the Samaritans.
Agenzia	McCann London
Campagna	Lo-Fi beats suicide
Cliente	College Music
Marca	College Music
Data di Prima Diffusione/Publicazione	2019 / 4
Settore	Online Leisure & Entertainment Services
Trama	Amidst a growing student mental health and suicide crisis, Vice UK was determined to help. The ‘Lofi beats suicide’ campaign hijacked a live YouTube channel, where thousands of students gather to listen to Lofi music and watch a looping animation of a studying girl. A place where they frequently express feeling stressed, depressed and alone. The idea was simple: disrupt the continuous loop, with a bold and relatable 2-minute message – designed to grab attention, get students talking and provide help. For the first time in 809 days, Study Girl stopped studying and considered taking her own life. But chose to live. This short sequence was followed by a call-to-action, crafted with support from the Samaritans. By taking an innovative, relatable approach, we landed a powerful message, seen by millions which helped thousands.
Tipo di Media	Case Study
Lunghezza	135 seconds
Founder	Jonny Laxton
Founder	Luke Pritchard
Executive Creative Director	Sanjiv Mistry
Executive Creative Director	Jamie Mietz
Chief Creative Officer	Rob Doubal
Chief Creative Officer	Laurence Thomson
Senior Account Manager	Robert Stockton
President	Rob Doubal
President	Laurence Thomson
Communications Director	Katya Escala
Head of Business Affairs	Elizabeth Bernstein
Senior Project Manager	Paul Gillespie
Account Director	Leyla Tezcan
Senior Planner	Elisa Chami-Castaldi
Creative Team	Robin Gordon
Creative Team	Ella Monti
Designer	Matthew Thomas
Editor	Alastair Graham
Sound Company / Music Company	Craft London
Sound Engineer	Gisselle Hall
Sound Engineer	Will Frances
Illustrator	Gloria Gemignani
Animator - Animation	Gloria Gemignani