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  • SUB CATEGORY :
    USE OF TALENT
  • COMPANY ENTERING :
    IRIS, SINGAPORE
  • TITLE :
    UNSUNG
  • BRAND :
    WARNER MUSIC
  • ADVERTISER :
    WARNER MUSIC ASIA
  • AGENCY :
    IRIS, SINGAPORE
  • CHIEF CREATIVE OFFICER :
    SHAUN MCILRATH/GRANT HUNTER
  • EXECUTIVE CREATIVE DIRECTOR :
    ED CHEONG
  • COPYWRITER :
    MARILYN POH
  • ART DIRECTOR :
    JESSIE LAM
  • AGENCY PRODUCER :
    DENISE DECRUZ
  • ACCOUNT DIRECTOR :
    JODIE CHENG BRADSHAW/PREMA TECHINAMURTHI
  • PR DIRECTOR :
    RAHAT KAPUR
  • EDITOR :
    PAMELLA ANG
  • CAMPAIGN SUMMARY :
    SINCE THE FRONTMAN OF NIRVANA TOOK HIS OWN LIFE 26 YEARS AGO, THE MUSIC INDUSTRY IS STILL NO STRANGER TO THE ILLS OF DEPRESSION - OFTEN WITH DIRE CONSEQUENCES. WHILE MUSIC IS ONE OF THE PUREST FORMS OF SELF-EXPRESSION, MANY ARTISTS STILL STRUGGLE TO HONESTLY EXPRESS THEMSELVES. AS ONE OF THE TOP 3 RECORD LABELS IN THE WORLD, WARNER MUSIC WANTED TO CREATE A SAFER SPACE FOR VULNERABILITY, IN TURN DESTIGMATISING THE ACT OF SPEAKING UP. THE STRATEGY TO DO SO WAS TO REMOVE THE ONE THING THAT ARTISTS COULD STILL HIDE BEHIND - MUSIC ITSELF. HOW? BY GETTING ARTISTS FROM AROUND THE WORLD TO TURN THEIR MOST HEARTFELT LYRICS INTO MERE SPOKEN WORDS.
  • THE BRIEF :
    DESTIGMATISE MENTAL HEALTH AND INSPIRE A SAFER SPACE FOR ANYONE TO SPEAK UP - STARTING FROM WITHIN THE MUSIC INDUSTRY ITSELF.
  • THE STRATEGY :
    POPULAR CULTURE UNDENIABLY INFLUENCES ATTITUDES AND WHAT'S ACCEPTABLE IN MAINSTREAM CULTURE ITSELF. TO CHIP AWAY AT THE STIGMA OF SPEAKING ABOUT MENTAL HEALTH, THE STRATEGY WAS TO LEVERAGE UPON THE COLLECTIVE SOCIAL INFLUENCE OF WARNER MUSIC'S ARTISTS FROM AROUND THE WORLD, ON WORLD MENTAL HEALTH DAY ITSELF TO SPEAK TO A GENERATION THAT IS OPEN TO THE CONVERSATION THAT IT'S OKAY TO NOT BE OKAY. THE SIMPLE BUT HAUNTING RENDITION OF THESE ARTISTS SIMPLY USING THEIR LYRICS TO SPEAK UP WAS PIVOTAL TO GAINING THE ATTENTION OF PR OUTLETS FROM POP CULTURE TO MAINSTREAM NEWS MEDIA.
  • THE EXECUTION :
    IN ASIAN CULTURE, SPEAKING UP ABOUT MENTAL HEALTH IS EVEN MORE OF A TABOO. SO WE FOCUSED ON A GREATER ASIAN ARTIST REPRESENTATION FROM THE TOP 3 RECORD LABEL IN THE WORLD. INFLUENTIAL WARNER MUSIC ARTISTS FROM JAPAN, INDONESIA, SINGAPORE, MALAYSIA, HONG KONG, THAILAND AND PHILIPPINES, SPANNING MUSIC GENRES FROM ROCK TO HIP HOP TO POP AND R&B, WERE JOINED BY RENOWNED ARTISTS FROM DENMARK, UK, USA AND NETHERLANDS. THE UNPRECEDENTED MOVE TO PERFORM SPOKEN RENDITIONS OF THEIR MOST HEARTFELT LYRICS DISRUPTED THE NORM AND GOT OVERDUE CONVERSATIONS GOING AS THE ARTISTS ALSO LAID THEIR OWN VULNERABILITIES TO BARE.
  • THE RESULT :
    WITH $0 MEDIA BUDGET, WE RECEIVED OVER 1 MIILLION WORTH OF EARNED MEDIA FROM POPULAR CULTURE MUSIC PLATFORMS LIKE 6 K-POP, BANDWAGON, OKE CELEBRITY, MUSIC INDUSTRY VOICES LIKE RECORDING INDUSTRY ASSOCIATION SINGAPORE TO MAINSTREAM NEWS MEDIA IN ASIA. IN ASIA ALONE WITH WARNER MUSIC OWNED SOCIAL PLATFORMS, THE PROJECT REACHED OVER 58 MILLION FOLLOWERS. IN INDONESIA ALONE WITHIN A WEEK, WE RECEIVED OVER 300,000 VIEWS VIA WARNER INDONESIA SOCIAL PAGE AND THE ARTISTS' SOCIAL PLATFORMS, WITH OVER 19,000 INTERACTIONS OVER A TABOO SUBJECT.