Title	THE FIRST CD LAUNCH FROM JAIL
Brand	SONY MUSIC ENTERTAINMENT GERMANY
Product/Service	JOHNNY CASH CD: "OUT AMONG THE STARS"
Category	B06. PUBLICATIONS & MEDIA
Entrant Company	SERVICEPLAN Munich, GERMANY
Advertising Agency	SERVICEPLAN Munich, GERMANY
Media Agency	MEDIAPLUS Munich, GERMANY
Production Company	NEVEREST Munich, GERMANY

Name	Company	Position
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

Results and Effectiveness

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.

Creative Execution

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. Therefore 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 by the radio broadcasters made reference to the campaign page at www.letters-from-prison.de where the public had a chance to read and share the letters. All participants received the new album, the winners even a special limited edition of the CD with all the letters.

Insights, Strategy and the Idea

Ever since the publication of his ‘Folsom Prison Blues’ song in 1955, ex-prisoner Johnny Cash began to receive numerous letters from prisoners. For the release of the last and new CD from Johnny Cash, ‘Out Among The Stars’, the objective was to promote the new album to Cash fans as well as increasing the number of young country music fans who are not yet familiar with Johnny Cash and his life. We also want to make reference to the artist’s social commitments during his life. The musician’s legendary prison concerts have inspired us to link the new album ‘Out Among the Stars’ with a social writing campaign in prisons. We want to provide prisoners a platform to communicate with the public during their imprisonment and be a part of society. We also want to provide the public with a chance to partake in the thoughts and of the prisoners.