Rob Doubal
Co Presidents & Chief Creative Officers at McCann London
London, Großbritannien
TitelLoFi Beats Suicide
BriefThe campaign hijacked a YouTube channel where thousands of students listen to LoFi music and watch a looping animation of a girl studying. A place where they frequently express feeling stressed, depressed and alone. The idea was to disrupt Study Girl's loop with a bold and relatable message. For the first time in 809 days, Study Girl stopped studying and considered taking her own life. After wrestling with her decision, she chose to seek help instead. This sequence was followed by a message crafted with support from the Samaritans.
Agentur
Kampagne Lo-Fi beats suicide
Werbende College Music
Marke College Music
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 4
Geschäftsbereich Online-Freizeit-Service
Story Amidst a growing student mental health and suicide crisis, Vice UK was determined to help.   The ‘Lofi beats suicide’ campaign hijacked a live YouTube channel, where thousands of students gather to listen to Lofi music and watch a looping animation of a studying girl. A place where they frequently express feeling stressed, depressed and alone. The idea was simple: disrupt the continuous loop, with a bold and relatable 2-minute message – designed to grab attention, get students talking and provide help.    For the first time in 809 days, Study Girl stopped studying and considered taking her own life. But chose to live. This short sequence was followed by a call-to-action, crafted with support from the Samaritans.   By taking an innovative, relatable approach, we landed a powerful message, seen by millions which helped thousands.
Medientyp Case Study
Länge
Gründer
Gründer
Executive Creative Director
Executive Creative Director
Chief Creative Officer
Chief Creative Officer
Senior Account Manager
President
President
Communications Director
Head of Business Affairs
Senior Project Manager
Etatdirektor
Senior Planner
Creative Teammitglied
Creative Teammitglied
Designer
Cutter
Sound Company / Music Company
Sound Engineer
Sound Engineer
Illustrator
Animation

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