Category: Music
Media: Experiential
Category: Media
Brand: Filter Magazine
Element: Tattoo Studio
Country (Market): Mexico
Placement / Location: Mexico City
Advertising Agency: DDB Mexico and DDB Colombia
Сreatives:
VP Creative (Creative Director): Manuel Vega (DDB Mexico)
Chief Creative Officer: Leo Macias (DDB Colombia)
Copywriter/ Art Director: Miguel Herver (DDB Mexico)
Copywriter: German Genel (DDB Mexico)
Agency Producer: Violeta Lopez (DDB Mexico)
Film Director: Pablo Fusco (Arbol Cine)
Agency Producer: Annaiz Cortes (Arbol Cine)
Producer: Daniela (Arbol Cine)
Creative Director: Carlos Agudo (DDB Colombia)
Creative Director: Jorge Valencia (DDB Colombia)
Art Director: MigueL Angel Bommel (DDB Colombia)
Art Director: Maria Hernandez (DDB Colombia)
Art Director: Cesar Maya (DDB Colombia)
Copywriter: Natalia Prias (DDB Colombia)
Agency Producer: Dario Lozano (DDB Colombia)
Agency Producer: Alejandra Acosta (DDB Colombia)
Idea Creation Production PR (Production Company): ache producciones MEXICO
Launch Date: March 2017
Date: April 14, 2017
Translation of headline to English:
Good Music Will Prevail is the claim of Filter Indie Rock Magazine, and it has been for 15 years, so we transformed the claim in an actual tangible promise in the form of tattoos. Tattoos made from old scratched Vinyl records made of carbon, the same carbon that black tattoo ink has to create unique ink made of pure rock. That's a real deep-skin relationship between the brand and its audience.
Only true rock lives forever, but unfortunately the vinyl records wear out and end up in second-use stores to be sold. The brief: To make a strong statement of our 15 years on the game. The objective: to create relevance about our #GoodMusicWillPrevail concept in a different and low budget way.
Old Vinyl records are made of carbon. This type of carbon can be found in the black tattoo ink. So we create an extreme demo: we destroyed old records to transform them into an ink made of pure rock.
Description/Release synopsis:
Old classic rock vinyl records transformed into tattoo ink.
The audience are young people between 18 and 25. Real fans of rock that live it everyday. We needed to create relevance with a one-shot idea with a very limited budget on media investment. So we used our own social platforms to expose the idea. We took over a tattoo shop for one day. It was a 24 hours tattoo marathon summoned by our own social media. A relevant small idea to generate immersive engagement of our audience. So immersive that it was tattooed on the skin of our target.