|Title||SEE THE PERSON|
|Product / Service||DISABILITY SERVICES|
|Entrant||LEO BURNETT Melbourne, AUSTRALIA|
|Entrant Company:||LEO BURNETT Melbourne, AUSTRALIA|
|DM/Advertising Agency:||LEO BURNETT Melbourne, AUSTRALIA|
|Jason Williams||Leo Burnett||Executive Creative Director|
|Andrew Woodhead||Leo Burnett||Creative Group Head|
|Elle Bullen||Leo Burnett||Copywriter|
|James Orr||Leo Burnett||Art Director|
|Sally Cunningham||Leo Burnett||Account Manager|
Our mission was to promote Rudely Interrupted, a band in which 5 of 6 members live with disability. By launching the band and their amazing single to nation, through television and radio, we would challenge attitudes towards disability. Commercial airplay is a tough assignment for any band, let alone one in which 5 of its members live with disability.
The film clip already airing on TV concealed the band so viewers appreciated the performance before they judged the performers. Similarly, we sent a completely black, unbranded demo CD to radio station producers preventing them from judging the musicians before they’d heard the music. Once they played the black disc a message written in thermo ink, activated by the heat of the CD player, revealed the true nature of the band.
To achieve as much exposure for the band and for our message as possible we wanted to gain national radio airplay, on-air interviews and talkback conversation nationwide. We had a powerful single written and produced by the band, all we needed to do was get it into the hands of as many radio station producers as we could and convince them to listen to it. Once they did, we knew their perceptions would be changed and they would want others to experience the same process.
The launch track, Close my eyes, was subsequently played on over 50 radio stations across the country. The band, Rudely Interrupted, was invited to share their story in 23 on-air radio interviews.