6.5m+ media reach
20m social impressions
5.5k petition signatures
MAKING THE UK #LOVEMUSIC
On the lead up to a pivotal EU vote on Copyright Legislation in September, we were recommended by one of our clients to build a campaign for UK Music, the umbrella organisation for the whole music industry in the UK.
We developed #LoveMusic to win hearts and minds of the British public and encourage them to support musicians and artists alike.
At a core event in front of a major tech giant’s offices we brought leading musicians including Newton Faulkner, Ed Harcourt, Brett Anderson of Suede and Dave Rowntree from Blur together to busk for British Music alongside politicians like Tom Watson MP. We then took the campaign to festivals and onto the streets of London.
After our launch, the campaign was widely reported in the media and on social media, with the number of UK petitions signed rocketing by 5,500.
When the day of the second vote finally came we were delighted to find out that our hard work and creative, visual campaign had helped sway the EU. MEPs approved the new piece of legislation, to the shock of many tech giants we had been fighting against.
On the lead-up to a third and final vote, The Playbook were once again enlisted to help raise awareness of #LoveMusic and the Copyright Directive the campaign was supporting. After weeks of intensive social engagement, UK Music and the music industry were delighted to find out that the European Parliament had once again voted in favour of the Copyright Directive.
This final vote means creators across Europe will be paid fairly for their work, allowing them to continue producing great music and art.
As extra incing on the cake, our #LoveMusic campaign was also shortlisted in the 2019 SABRE EMEA and The Drum Marketing Awards 2019!