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College Music - "LoFi Beats Suicide" by D&AD Impact 2019

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TitleLoFi Beats Suicide
BriefThe campaign hijacked a YouTube channel where thousands of students listen to LoFi music and watch a looping animation of a girl studying. A place where they frequently express feeling stressed, depressed and alone. The idea was to disrupt Study Girl's loop with a bold and relatable message. For the first time in 809 days, Study Girl stopped studying and considered taking her own life. After wrestling with her decision, she chose to seek help instead. This sequence was followed by a message crafted with support from the Samaritans.
Agency
Campaign Lo-Fi beats suicide
Advertiser College Music
Brand College Music

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Founder J...y L...on Subscribers Only
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Executive Creative Director J...e M...z Subscribers Only
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