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Creative in association withGear Seven
Group745

First 'Shazam-Enabled Story' Radio Spot Completes The Cliffhanger for PFLAG

28/03/2012
Advertising Agency
New York, United States
142
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Draftfcb Toronto unveil the first radio component of the campaign

 

In a continuation of the latest PFLAG (Parents, Families and Friends of Lesbians and Gays) campaign, today Draftfcb Toronto will unveil the first radio component of the campaign in support of the non-for-profit organization which shares the inspirational testimonial of a gay woman facing a crisis. This work marks the first time that a story that begins on radio has been completed with mobile video, using Shazam technology to actually scan the dialogue. During any point of the message, listeners use the Shazam App to identify the ad, and to be redirected to a mobile site to view the full video revealing the conclusion of the story teased in the commercial.

 
The campaigns two additional radio spots, focusing on family tribulations, are set to release next month. Each mobile video leads to www.stories.pflagcanada.ca, which features real people sharing their own stories and encouraging supportive personal connections. Users can help grow the campaign by uploading their own stories and connect to videos created by their own friends and family. The website currently features 14 personal stories from the LGBT community, including:
 
  • Rex Harrington, former principal dancer with the National Ballet and guest judge on So You Think You Can Dance Canada
  • Terry Edward Briceland, sewing specialist for HGTV’s Divine Design
  • 12-year-old Bryce, who is being raised by four gay parents: three mothers and one father. Her story is connected to her father Terry Edward Briceland’s video.
  • Jazz, who is featured in our radio campaign, a young gay woman who credits her sister for saving her from a suicide attempt. Her video is connected to a video featuring her partner Nicole. 
  • Jennifer, whose grown-up daughter transitioned to become her son
 
Click the link to listen to the ad http://bit.ly/Hlsb54
 
 
Campaign Credits:
 
Draftfcb
Chief Creative Director: Robin Heisey
Associate Creative Director: Lauren Miller
Art Director: Elma Karabegovic
Account Director: Cynthia Roach
VP, Integrated Production: Judy Hamilton
Producer: Anna Neilson
Radio Production: Vapor Music
 
PFLAG
Executive Director: Cherie McLeod
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