文/十九

星星之火，愛(ài)心燎原。

為了呼吁更多的國(guó)內(nèi)外音樂(lè)人加入免費(fèi)演出，抗艾滋公益音樂(lè)會(huì)Rock4AIDS給他們寄出了這樣一份獨(dú)特的DM。

它是一個(gè)大型的火柴盒，里面有一排大火柴。擦亮火柴，寓意傳遞愛(ài)心和溫暖。

象征意義只是一方面，這些火柴更有實(shí)用價(jià)值，可以直接作為音樂(lè)會(huì)演出的鼓槌使用！

如果你是音樂(lè)人，當(dāng)這樣一根愛(ài)心接力棒傳到你手上，你好意思不接嗎？

Brief: Rock4AIDS is an annual benefit concert that aims to help combat HIV/AIDS by improving education in local schools. In order to raise enough money to make a meaningful difference, we had to create a piece of communication that would convince musicians to come and perform at this year’s concert for free. Target audience: each year, the Rock4AIDS invitation is sent to different international and local bands and musicians.

Creative Execution: Over the years since Rock4AIDS’ launch, we created various invitations to the annual benefit concerts. For example, a guitar without strings, entitled ‘The silence is killing us’. In keeping with the theme of using the medium of rock music to affect a change against HIV/AIDS, we chose to use one of the most used rock instruments, drumsticks, to spread a positive message.

Creative Solution: Even though HIV/AIDS spreads like a fire in our country, we believe that a message of hope can spread just as easily. We created giant matchbooks containing drumsticks which can be pulled out and struck, and which can be used during a performance. Each matchbook serves as an invitation to local and international artists to join us at this year’s concert and to help us spark hope.

Results: We received a positive response from three of the four musicians that the invitation was sent to. Plans for the 2011 Rock4AIDS concert are underway.

Advertising Agency: Joe Public, Johannesburg, South Africa
Executive Creative Director: Pepe Marais
Creative Director: Maciek Michalski
Art Directors: Maciek Michalski, Sinome Rossum, Sophia Strydom, Freda Raubenheimer
Copywriters: Clint Bechus, Jeanine Vermaak
Photographer: David Prior