THE FIRST CD LAUNCH FROM JAIL
| Title | THE FIRST CD LAUNCH FROM JAIL |
| Brand | SONY MUSIC ENTERTAINMENT GERMANY |
| Product/Service | JOHNNY CASH CD: "OUT AMONG THE STARS" |
| Category |
C06. PUBLICATIONS & MEDIA |
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Entrant Company
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SERVICEPLAN Munich, GERMANY
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Advertising Agency
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SERVICEPLAN Munich, GERMANY
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Media Agency
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MEDIAPLUS Munich, GERMANY
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Production Company
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NEVEREST Munich, GERMANY
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Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Ekki Frenkler |
Mediaplus |
Executive Creative Director/Producer |
| Valerie Koch |
Serviceplan |
Copywriter |
| Bernhard Fuchs |
Serviceplan |
Copywriter |
| Hans Zieringer |
Mediaplus |
Art Director/Graphic Design |
| Katrin Engelhardt |
Mediaplus |
Account Supervisor |
| Fabian Zarse |
Plan.net Solutions |
Graphic Design/Screendesign |
| Carsten Popp |
Plan.net Solutions |
Screendesign |
| Katy Pergelt |
Serviceplan |
Agency Producer |
| Alan Grund |
Freelancer |
Photographer |
| Daniel Neumann |
Sony Music Entertainment |
Programmer |
| Olga Kremenz |
Sony Music Entertainment |
Programmer |
| Katharina Seth |
Neverest |
Offline |
The Brief
The task was to publicize the release of the last and new CD from Johnny Cash, 'Out Among The Stars', to Cash fans as well as the increasing number of young country music fans who are not yet familiar with Johnny Crash and his life.
Creative Execution
Ever since the publication of his ‘Folsom Prison Blues’ song in 1955, ex-prisoner Johnny Cash began to receive numerous letters from prisoners.
To mark the release of the new Johnny Cash CD, we want to make reference to the artist’s social commitments during his life.
As such, we bring together two worlds which would normally have no access to one another and which are characterized by numerous prejudices. We want to work to change this in the name of Johnny Cash.
Describe the creative solution to the brief/objective.
The musician's legendary prison concerts have inspired us to link the new album with a social writing campaign in prisons.
The prisoners were given a chance to write letters for a literature competition. The jury was the public. The topic: 'Write about your dreams and hopes for your time after prison when you are out among the stars'. A colorful array of media reports and interviews with the prisoners made reference to the campaignpage, where the public could read and share the letters. All participants received the new album, the winners even a special limited edition of the CD.
Results
The target audience participated in the campaign by sharing and liking their favorite letters on facebook and twitter.
The album 'Out Among The Stars' reached the number one spot based on online sales figures and was therefore the album with the highest sales during the campaign period.
However the most important thing of all was to draw attention to an issue which was important to Johnny Cash throughout his life: to be the mouthpiece of a society where few stop to take a glimpse behind the walls.