The DCS Audiophile Equipment Campaign Urges People to 'Save the Music'
Meghan Young — June 7, 2012 — Tech
References: leoburnett & ibelieveinadv
The DCS Audiophile Equipment campaign is disturbingly inky. As though dripping in tar, or something very similar, these musical icons look to be melting away in the wake of pirating technology and other modern developments that threaten their very existence. As stated in the succinct tag line, "Save the music," the ad campaign appeals to music lovers around the world to not only do the right thing, but also invest in some decent audio equipment to better enjoy the sounds they love so much.
Conceived and executed by the ad agency Leo Burnett based in Paris, France, the DCS Audiophile Equipment campaign was art directed by Laëtitia Chrétien with creative direction by Xavier Beauregard. Photographed by Vincent Dixon and post-produced by Kilato, the campaign is simple and creative.
Conceived and executed by the ad agency Leo Burnett based in Paris, France, the DCS Audiophile Equipment campaign was art directed by Laëtitia Chrétien with creative direction by Xavier Beauregard. Photographed by Vincent Dixon and post-produced by Kilato, the campaign is simple and creative.
Trend Themes
1. Audiophile Equipment - The trend is a rise in audiophile equipment sales as people invest in equipment to listen to music as it was intended to be heard.
2. Music Piracy Prevention - The trend is an increased focus on preventing music piracy through ad campaigns and innovative anti-piracy technology.
3. Emotional Ad Campaigns - The trend is more emotional ad campaigns that create a connection with the viewer and target their emotions to create a stronger impact about the topic at hand.
Industry Implications
1. Audio Equipment - The industry has an opportunity for disruptive innovation through the creation and marketing of specialized audio equipment that enhances the listening experience beyond traditional headphones and speakers.
2. Advertising - The industry has an opportunity for disruptive innovation through the creation of emotionally impactful ad campaigns that connect with viewers on a personal level.
3. Music Streaming Services - The industry has an opportunity for disruptive innovation through the development of innovative anti-piracy technology to prevent illegal music streaming and promoting the use of legal streaming services.
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