Enjoy the Silence: A Campaign to Stop the Illegal Downloading of Music

With record sales on the decline due to piracy and internet file-sharing, the record industry is in need of an effective ad campaign that would tug at the ear drums of even it's tiniest consumer. The following is an idea for an ad campaign that would tune into the core audience known to download music illegally (10 - 24 year olds, according to the RIAA).

"Enjoy the Silence"
Depeche Mode
Directed by: Anton Corbijn





* the music video is not a part of the ad campaign; it was not created by me - it is here for your visual & audio pleasure.



The Big Idea:
Music is the heartbeat of our lives. We walk to it, dance to it, drive with it, make love to it. It is everywhere. It is always. Or is it? Imagine a world without new music. A world where all music is old, dated, no longer fresh. This is The Silence we dread.

Client Brief:
In an attempt to stop the illegal downloading of music, the recording & music industry, which will include any and all media that provides and/or believes in the production of music will endeavor on a month long boycott of music distribution. On an undisclosed date, all radio stations will cease to play music; music channels such as MTV, VHI, and BET will stop playing music videos; live acts will come to a halt - all in a month long silent protest.

The Goal:
By suddenly muting the ways in which consumers listen to music, the recording industry hopes to show the masses what it would be like to live in a world without music. The goal would be to demonstrate the potential consequences that may result if illegal downloading continues at the rate it currently exists at.

The Ads:
Print - One month prior to The Silence, ads will appear in magazines/newspapers that read: Enjoy the Silence (White/Bold/San-sarif font against a black background).

Billboards - Beginning 10 days before the boycott, billboards will countdown the days until the silence. They would read as follows: 1st day of billboard campaign - 10 Days, 2nd day - 9 Days, and so on, until the day of silence, on that day: Enjoy the Silence (same typography/layout as print ads)

Radio - On the designated day, at the designated hour, all radio stations that play music will play Depeche Mode's "Enjoy the Silence." When the song concludes at those precise lyrics - Silence for 24 hours. When those 24 hours have elapsed. Radio stations will go back on the air, however, no music will be played, in essence, turning into Talk Radio.

Television - 30 days before The Silence, a commercial counting down the days: hours: minutes: seconds (think Donnie Darko) will appear for 30 seconds each day, to correspond with the moment when The Silence will begin. Once the countdown is complete, a commercial will air.
Scene opens up with the sun rising over Manhattan - cue in music: Depeche Mode's "Enjoy the Silence" in the background.
Cut to a young woman showering, singing along to the song. Fade out...
Cut to a car occupied with several teenagers, listening to the song. Fade out..
Several more scenes in which people are living their lives, engaged into the song are shown, each one more rapid than the one before
Final scene: The sun setting - - the song ends withe the words "Enjoy the Silence." At that moment, all channels with broadcast music related content will go off the air for 24 hours. When those 24 hours have elapsed, only shows that contain no musical content will be aired for the next 30 days.

Internet - 30 days before The Silence, banners will go on websites such as Myspace, Facebook, and Suicidegirls. A website will be dedicated to the campaign 30 days prior to The Silence. Just as in the TV commercials, a countdown will continually display until The Silence. At which time, Enjoy the Silence will display for 24 hours. For the remainding 29 days of the protest, information will be updated daily on the history of music and the impact illegal downloading has on the music industry.

Naturally, there are some flaws in this ad campaign, but I believe something similar would be quite effective. Feedback, insight, suggestions and diatribes are welcome.