| Title | PLAYLISTS FOR LIFE |
| Brand | DOCTORS WITHOUT BORDERS |
| Product/Service | DOCTORS WITHOUT BORDERS |
| Category |
B02. Use of Audio Platforms |
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Entrant
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Y&R PRAGUE, CZECH REPUBLIC
|
|
Idea Creation
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Y&R PRAGUE, CZECH REPUBLIC
|
Credits
| Jaime Mandelbaum |
Y&R |
Regional Chief Creative Officer |
| Tereza Sverakova |
Y&R Prague |
Executive Creative Director |
| Santiago Cosme |
Y&R Prague |
Copywriter |
| Atila Martins |
Y&R Prague |
Head of Art |
| Martin Stastny |
Freelance |
Web Programmer |
| Carlos Baer, Veronika Jelsikova |
Telegram Films |
Production |
| Delio Augusto |
Y&R Prague |
Intern Copywriter |
| Jan Svoboda |
Y&R Prague |
Designer |
| Petra Bicikova |
Beep studio |
Head of Music Production |
| Igor Paleta |
Freelance |
Music |
| Ales Brichta |
Y&R Prague |
Copywriter |
| Tomas Dvorak |
Y&R Prague |
Managing Director |
The Campaign
Introducing “Playlists for Life”: the first playlists where the songs compose the brand message. A series of playlists with a common goal of raising awareness among young people in the Czech Republic with a media that we know they love: music.
Creative Execution
Playlists For Life are the first playlists where the songs compose the brand message. As you read the song titles of the playlists, you discover a different message in each, but all of them have one common goal: to spread a word of hope around the world. Playlists turned into a new platform to raise awareness through the power of music. The playlists featured some of the world’s biggest stars and songs such as Beyoncé, U2, Kanye West, Adele, Daft Punk and many more, and covered 6 musical genres: Pop, Rock, Hip-Hop, Electronic, Reggae, and mix. They were aired on Spotify (Digster Czech Republic), and were promoted via a Youtube video and a microsite (www.PlaylistsForLife.com) simultaneously.
During the first week, we reached 10million people through the generated media. As per Google analytics, the average time spent on the site was 2 minutes, and we had a rate of returning visitors of 20%.
With Playlists for Life, an idea that appeals to a younger crowd, we created a new communication channel by being the first to use songs from spotify to convey the brand message. Playlists For Life became the media that helped Doctors Wihout Borders reach our target audience.
Insights, Strategy and the Idea
The Communication objective was to make young people think about those who need our help around the world. With Playlists for Life, we wanted to take music to a different level and turn it into an element of communication and a tool to bring hope to the world.