Finalist
Zig

Lipton Cup-A-Soup   Canadian Value Of Music Coalition   YWCA   Night Exchange   Danier Leather

CANADIAN VALUE OF MUSIC COALITION

Convincing teens to pay for something they can get for free is an audacious advertising goal but the Canadian Value of Music Coalition - a team of representatives from the big five record labels - was determined to send a message. Zig's ethnographic research quickly showed that finger-wagging would have no effect. Instead, the goal was to buy time until new business models could be put in place that would let teens buy music the way they wanted to: online, one song at a time. Zig's idea was to give kids who still buy music the words to defend that choice. Those words were "Buying music helps make more music." Two different versions of the campaign ran as PSAs in teen-targeted media at high frequency.

Television

Guitar	Harmonica
Drowning	Pumped
Drive

Radio

Silence	Bird calls
Bodily sounds	Drums
Hippity Hop

Print

CVOMC 1

CVOMC 2