ABRSM

global campaign Celebrating music

Imagine a life without music, an art form and cultural activity intrinsic to our lives. The scientific benefits of experiencing and playing music are well documented. However, there’s a real power in hearing individuals talk about their positive relationship to music in their own words

 

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BECAUSE OF MUSIC

ABRSM is the UK’s largest music education body, one of its largest music publishers and the world’s leading provider of music exams.

 

They wanted to reach out beyond its traditional audience to inspire people to share stories about how music has benefitted their lives.


a campaign to inspire, encourage and celebrate the positive impact of music on people’s lives

 

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REAL PEOPLE, REAL STORIES

We reached out to musicians of all backgrounds  and abilities: young, old, amateur, professional, weird, wonderful and wacky. We identified themes that would help the client to continue to create content after the launch. In the meantime, we picked out a handful of stories to kickstart the campaign.

 

SHORT FILMS 

We made three short films placing spotlighting musicians who have an inspiring story to tell. We captured them performing in their own unique environments, revealing small moments and insights into their daily lives and personalities.

 

 

“WHY MUSIC?” STORIES and website

Short articles, capturing quotes & photographs of musicians revealing the benefits of music. We created a web framework to allow the content  to grow over time with a focus on the visual curated and user generated content.

 

 
 

IN A NUTSHELL

WHAT WE DID:

Ideas workshop

Brand and campaign strategy

Campaign films

Photography

Website

Article creation

Micro-content for social media

 
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