Doubleyou
Thought-provoking Campaign and Movement
Technological advancements and globalization have allowed our capitalist world to institute and empower greedy conglomerates that are the enemies of individualism and creators of the new world’s alienated unity in support of consumerism. The focus, here, is on the commercialized music industry conglomerate as an inseparable, toxicaspect of daily lives influencing and in turnreshaping teens’ behaviors, attitudes, values, ideologies and beliefs at a very critical age in regards to self-formulation. Therefore we have devised a thought-provoking, trendy, anti-trend awareness campaign and movement intending to entice individuality encouraging teens to be true to themselves by exposing them to a wider range of music genres and by exposing the industry in ways that spark their curiosity into fetching and realizing the subliminal messages in commercialized music genres (Hip-Hop,R&B, Rap & Pop).
In order to tackle the problem and reach solution, objectives were identified.
Key message of the Strategy
Visuals
Song: Mash-up of different hit pop songs in the last 5 years.
Video: Mash-up of existing viral material off the internet posted by teenagers
The video will be uploaded on social media (Facebook, Instagram & YouTube) as these are the platforms that are most visited by teens and can make a post easily go viral through sharing, commenting. These platforms allow for ease of accessibly that backs up word of mouth to generate higher audience. The video is a mash-up of famous pop song lyrics that support our cause and message, provoking teens to rethink the commercial music content and realize the subliminal messages being sent in a creative innovate and a visually appealing manner. The visual language de- pends on collages that are attractive and rich in thought-arousing content through the juxtaposition of the elements in synchronization with the sound and lyrics. Overall the video depict juxtaposed content inspired from how the teens act to create surrealist images that will help strengthen the meaning of the lyrics used and are given a dramatic effect through the use of sound. The video is to become the basis and cornerstone of our movement, with a major role in hooking our audience and grabbing their attention.
Posters and stickers inspired from the video visual language will be used as space interventions and teasers where teens go frequently, to surround teens wherever they go in order to counteract the widespread and far outreach of the commercialized music industry.
Plansbook for detailing of the strategy and how the project should evolve.
