| Title | LoFi Beats Suicide |
| Brief | The 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 | McCann London |
| Campaign | Lo-Fi beats suicide |
| Advertiser | College Music |
| Brand | College Music |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Length | |
| Founder | J...y L...on Subscribers Only |
| Founder | L..e Pr.....rd Subscribers Only |
| Executive Creative Director | S...iv M...ry Subscribers Only |
| Executive Creative Director | J...e M...z Subscribers Only |
| Chief Creative Officer | ..b D...al Subscribers Only |
| Chief Creative Officer | La....ce T....on Subscribers Only |
| Senior Account Manager | R...rt St....on Subscribers Only |
| President | ..b D...al Subscribers Only |
| President | La....ce T....on Subscribers Only |
| Communications Director | K...a E...la Subscribers Only |
| Head of Business Affairs | El.....th Be.....in Subscribers Only |
| Senior Project Manager | P..l Gi.....ie Subscribers Only |
| Account Director | L...a T...an Subscribers Only |
| Senior Planner | E...a Cha.......aldi Subscribers Only |
| Creative Team | R...n G...on Subscribers Only |
| Creative Team | E..a M...i Subscribers Only |
| Designer | M....ew T...as Subscribers Only |
| Editor | Al....ir G...am Subscribers Only |
| Sound Company / Music Company | C...t L...on Subscribers Only |
| Sound Engineer | Gi....le H..l Subscribers Only |
| Sound Engineer | W..l F....es Subscribers Only |
| Illustrator | G...ia Ge.....ni Subscribers Only |
| Animation | G...ia Ge.....ni Subscribers Only |
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- BRAND:
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- AGENCY:
- McCann London
LoFi Beats Suicide
- BRAND:
- College Music
- AGENCY:
- McCann London
Toxic Toby
- BRAND:
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- AGENCY:
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