Virgin Radio Making Music
The Epica Awards Grand Prix for Press has gone to Virgin Radio Lebanon 89.5 FM advertising campaign “Making Music”. Three print advertisements graphically present the thinking process that could have gone into writing the lyrics for Michael Jackson’s 1983 track “Billie Jean”, The Police 1983 track “Every Breath You Take” and Nirvana’s 1992 track “Come as you are”. “If you knew what it took, you wouldn’t steal it – say No to piracy”. 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. The campaign, launched in 2013, was awarded with Gold at the Dubai Lynx Awards in March 2014 and has gone on to win recognition through the year.
The Virgin Radio Making Music campaign was developed at Leo Burnett Beirut by chief creative officer Bechara Mouzannar, executive creative director Malek Ghorayeb, creative director/copywriter Abraham Varughese, copywriter Zaid Alwan, art director, illustrator and typographer Edward Poh, and communications consultant Jo Chemali.