Air Malta: Music is...
When Air Malta asked us to create a video to promote the sales of branded Isle of MTV concert T-shirts which were being sold to raise funds for the YMCA Foundation, we decided to go the route of engage, inspire and educate before finally asking people to buy a T-shirt. We engaged and inspired viewers with motivational messages related to the concepts of ‘music’, ‘home’ and ‘helping others’, presented in a visually compelling series of quick edits on a beach at sunset. Next we educated our audience about the YMCA’s mission using images of their premises as a backdrop before going on to explain that each T-shirt sold would result in profits being donated for the renovation of a new youth shelter. We also brought in tenor Joseph Calleja and Maltese starlet Ira Losco to be the familiar faces of the campaign and help spread our message.
