CREATIVE CLARITY PRESENTS
TOGETHER IN ISOLATION A Movement in Music
PROPOSAL OUTLINE KEY DISCUSSION POINTS
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The Why Key Question Creative Answer The Magic of Music The Power of Collaboration Universal Appeal Technical Wizardry The Message The Coverage The Extension Campaign The Opportunity The Rights The Creatives The Vision The Call
THE WHY IT MATTERS
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Because we are facing the biggest challenge to our society, our economy, our livelihoods, our cultures, our friends and families ever in living memory. Becau se not enough people know nearly enough about Covid-19 to keep themselves and their lovedones safe. Because whilst the government is doing all it can – we as citizens need to do more. Because now is the time to come
KEY QUESTION
How do you bring a nation together, when you are asking people to self-isolate?
CREATIVE ANSWER
You create a virtual movement; a mass of people who come together around a vision, a purpose and a shared desire to prevail over the pandemic.
THE MAGIC OF MUSIC And you centre that movement on the most powerful art form in the world – music.
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THE POWER OF COLLABORATION But this is not just a great song with massive appeal; it’s a symbol of collaboration, of collective responsibility, of communal care. www.creativeclarity.co.za
UNIVERSAL APPEAL It's a song performed by some of the country’s best-loved and brightest musical stars. Drawn together from every musical style, from every part of the country, to appeal to every citizen of South Africa. www.creativeclarity.co.za
TECHNICAL WIZARDRY And they perform together in isolation. Using a common brief from our composer, each artist records their own section of the song in the isolation of their own studio. Our producers then compile all the pieces and make the world’s first anthem in the fight against the coronavirus pandemic. www.creativeclarity.co.za
THE MESSAGE IN A NUTSHEL
The lyrics of the song are upbeat, uplifting, informative and inspirational. Covering the reason why we all need to work together to flatten the cure of infection. With practical advice on health and hygiene habits that we all need to adopt. The song is a call to action – a war cry – to come TOGETHER IN ISOLATION to help heal our nation. www.creativeclarity.co.za
THE COVERAGE
WE LEVERAGE OUR RELATIONSHIPS IN THE MUSIC AND BROADCAST INDUSTRIES TO PRODUCE AND BROADCAST THE SONG AND WE MAKE IT AN ANTI-VIRAL ANTHEM THAT GOES VIRAL IN ITS IMPACT.
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THE EXTENSION CAMPAIGN
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But we don’t stop there. Once we have highlighted the social, emotional and physical importance of fighting the virus with new behaviours, we then package more and more information in pop-culture formats that we send out on traditional platforms and on social media. www.creativeclarity.co.za
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THE OPPORTUNITY TO GET INVOLVED
AND THESE MESSAGES OF SUPPORT, AND SUPPORTING BY BUSINESSES AND CORPORATES THAT WANT TO BE SEEN TO BE FUELLING THIS MOVEMENT. messages, are sponsored
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THE RIGHTS
In return we give companies that we produce around the programme.
the rights to use the song, the lyrics, the visual
identity, the logo and all of the brand content and collateral
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THE CREATIVES WE USE OUR CELEBRITY ARTISTS AND INHOUSE CREATIVES TO PRODUCE A GALLERY OF PRINT, DIGITAL, VIDEO, ANIMATION, GIFS, TWEETS, BLOGS, VLOGS, PODCASTS, VOICE NOTES, AND POSTS OF EVERY KIND ON EVERY PLATFORM. www.creativeclarity.co .za
GOING DEEPER
THE VISION From the seed of an idea – a song – grows the birth of a movement. A nation brought together through collective self-isolation. A light that promises the end to the tunnel we are all travelling through.
SUMMARY
BIG IDEA FOR A BIG CHALLENGE Using our biggest and brightest stars.
COLLABORATIVE AND CONFIDENT Together we can beat this!
PROUDLY SOUTH AFRICAN Let's lead the world. www.creativeclarity.co.za
THE ROLL OUT PROPOSED TIMELINE
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CORE TEAM WHO WE ARE
LEAH MCCRAE
CRAIG HINES
KEVIN FINE
Head of Marketing
Composer
Head of PR
THE CALL If you would like to be a part of a campaign that is set to rock our world, get on board today!
CONTACT TOGETHER IN ISOLATION
EMAIL leah@ angi@
CALL 000 000 0000 000 000 0000