Cannes Lions

Imagine Home – music lessons for refugees

MORTIERBRIGADE, Brussels / VRT / 2018

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Overview

Entries

Credits

Overview

Description

Imagine Home is a music donation project by tv channel Canvas and it’s war reporter Rudy Vrankcx to give young refugees in Belgium the chance to play music. It is an online platform where you don’t just donate money to help, you buy music notes and bring a piece of music to life. The more notes are sold, the more music you hear and the more young refugees can play music. Users can buy notes by selecting one and giving the amount they want. Every sold note, can be shared on social media.

Execution

On imaginehome.canvas.be, you can find the partition of an exclusive track composed by Belgian composer Peter Baert and performed by young refugees in Belgium in collaboration with musicians in Mosul. When you pick a note and buy it, you can listen to it. The more notes are sold, the more the composition will reveal itself and the more music you can hear. Over 20 different instruments were recorded, each note was then isolated and exported as a separate track. All in all, we isolated almost 5.000 notes to compose the track in its entirety. when people buy a note, they are co-composing the song in real time. With zero notes sold, the song is a clean slate. The song only exists when people start buying notes.

Outcome

In only 22 days, we managed to sell all of our notes, raising more than €20.000 for Imagine Home. The collected money is used to enable almost 200 young refugees to practice music in local music academies in Belgium for a whole year. The topic proved worthy of the media’s attention: we reached 4.830.313 people in Flanders with an earned media value of €224.530. Imagine Home had a double effect: it made refugees feel more at home and helped humanize the debate around refugees. All of that through the power of music.

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