How does the state health department talk to young women about taking care of their health and life without sounding preachy or old, without getting tuned out?
Enter the TUNE project.
Instead of the typical advertising and marketing mix, we created TUNE. A brand which used original and empowering music to talk to these young women. We decided to hold a worldwide songwriting contest. We selected 15 artists out of more than 300, who wrote, recorded and performed their exclusive songs for our brand. We housed them on a microsite which allowed young women to read the lyrics, download the song, watch behind-the-scenes video, read about health topics and encourage them to talk to people who could help them. We also posted the songs with behind-the-scenes videos on Youtube, distributed the songs during live concerts, appearances and events via artist cards, produced CDs and DVDs we handed to counselors at high schools across the state.
RESULTS: Over 44,000 website visits, including health pages, more than 1,400 song downloads, 5 ½ hours of free media coverage, numerous TV and radio interviews, live performances and concerts with TUNE artists.
Letterpress Poster by Studio on Fire
Letterpress Poster by Studio on Fire
Letterpress close-up. Posters used a 2-color split fountain ink. Printed on French Paper Poptone Whip Cream 140lb.
Artist Dowload Cards
DVD and CDs given out to health professionals and school counselors and teachers.
On our homepage, our audience can rollover the song names and get a preview of the songs. Visit website.
On the music pages, teens can read lyrics, download songs and share.
On the video pages, our audience can watch the inspiration behind the songs.
Girls can also visit the health section of the site to find encouraging information.
CREDITS:
Marcelo Plioplis - Art Direction, Concept, Design
Brandon Oltman - Design
Rainbow Rowell / Neveen Hegab - Concept & Copywriting
Carter Weitz - Creative Director
Scott Rutz - Concept & Producer
Levi Nelson - Videographer
Dan Cooper - Web Design
CODA Record House - Music Production
Rilla Alexander - Illustrations
Studio on Fire - Letterpress
Brandon Oltman - Design
Rainbow Rowell / Neveen Hegab - Concept & Copywriting
Carter Weitz - Creative Director
Scott Rutz - Concept & Producer
Levi Nelson - Videographer
Dan Cooper - Web Design
CODA Record House - Music Production
Rilla Alexander - Illustrations
Studio on Fire - Letterpress
DUTIES:
Overall Concept, Overall Design, Logo Design, Art Direction
