Monkey Week Music Festival is a big, independent music event that promotes new artists and helps amateur bands become pros.In this sense, MW wanted to make a statement about piracy and how it affects the future of the industry.

We found a way to give our message and engage with music fans, not accusing them of a crime, but sharing with them the stories behind the music.We created timelines with iconic song titles and we told the complex stories behind those few minutes of talent.In the end, we didn’t point the finger at fans. We inspired them.

The campaign has just launched, but the client already asked us to come up with more executions, using local artists and different media, like Facebook, radio and a website.