Cannes Lions

RAK'N'ROLL RECORDS

180HEARTBEATS+JUNG von MATT, Warsaw / RAK'N'ROLL FOUNDATION / 2013

Awards:

1 Silver Cannes Lions
1 Bronze Cannes Lions
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Overview

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Credits

Overview

Description

Our goal was to raise funds and awareness for Rak’n’Roll Foundation, a polish charity that helps women recover after cancer treatment and mastectomy, a surgical removal of one breast.

We started with a simple insight - life without a breast is incomplete. It’s a life in mono. Rak’n’Roll is there to help women to get their life back in stereo.

We created Rak’n’Roll Records - a charity record label. It’s a start up platform that offers free music in mono and sells it in stereo. All profits help women to overcome the trauma of loosing one breast.

As any other record label we provided our unique content to the radio, TV, online and beyond. All the major radio started playing our songs in mono, inviting listeners to purchase the stereo versions at our online store. MTV broadcast a first mono music video. Our artists are featured in many radio and TV talk shows. Polish celebrities shared the playlist on social media. Rapper Łona created a video supporting his premiere single, available only in Rak’n’Roll Records. Music video to 'Chce Ci Dać' by DonGruralEsko was also broadcast by MTV in mono.

Our exposition at the European Music Expo in Warsaw in November connected fans, artists, label executives and media. We also introduced our first physical EP - a debut of a punk rock band Holden Avenue.

In March we started a nationwide tour of our artists.

Execution

Rak’n’Roll is a modern, youth driven charity organisation that talks about cancer in an optimistic, vital manner. Their mission is to deliver therapy sessions for cancer patients and their families.

Outcome

In just three months, with over a hundred bands on board Rak’n’Roll Records went from a charity brand to the biggest independent record label in Poland.

So far, the idea earned reached over 30% of Poles and generated €200 000 worth of free publicity. Artists donate their songs - every week we sign contracts and release new content.

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