Advertising agency Leo Burnett Melbourne and Scope, a not-for-profit organisation in Victoria, Australia, have won the Grand Prix for Good award at Cannes International Festival of Creativity, in recognition of the “See the Person” campaign’s music video, “Eyes Closed”. The campaign focused on the music of Rudely Interrupted, a Melbourne band in which five of the six members live with mental and/or physical illness. Scope and Leo Burnett worked with the band to release a single, create a film clip and take their talent to the nation. The music video begins with the band members performing in the dark, with lights coming up to reveal the people behind the music.
Click on the image below to play the Close My Eyes music video in YouTube (HD)
When people meet somebody with a disability, that’s often all they see. Scope wanted Australians to see the person and their abilities instead. The See the Person campaign was designed build awareness of individuals with abilities, raise funds for Scope’s work, and recruit advocates among a younger demographic.
“When people watch the music video or see the band play live, they experience a perception change. They are forced to listen to the music before they can form any judgments about who’s making it. When they discover who’s behind the music, they realise how capable people living with a disability really are. Once their mind has been opened, they want others to feel the same. To experience the same revelation they did. Instead of making people feel guilty like some charity ads, we surprise and inspire them. It’s an idea that continues to grow, as more people see ability.”
The message reached thousands of Australians through major music channels, over 60 different radio stations nationwide and sold-out live performances in all 5 states. The video has reached over 55,000 users online. Many of those who encountered the song were motivated to either purchase the CD, download the single from iTunes or buy tickets to live performances. Proceeds from ticket sales and sales of the track went directly to Scope to support other people living with disabilities. The campaign was the most successful in Scope’s history, both in awareness and monetary terms raising a further 70% on the previous year’s total.
Click on the image below to play the Leo Burnett case study video in YouTube (HD)
The Eyes Closed campaign was developed at Leo Burnett, Melbourne, by executive creative director Jason Williams, creative group head/copywriter Andrew Woodhead, art director James Orr, copywriter Elle Bullen, account manager Sally Cunningham, agency producer Mandy Celm