2020 Winner

CASE SUMMARY

The Regent Park School of Music (RPSM) is a community music school in Toronto that serves underprivileged neighbourhoods in the city. After provincial arts and music funding was slashed by 50%, RPSM turned to BBDO for a campaign that could help it become less reliant on government funding. The agency partnered with local producer Frank Dukes to compose an 11-track album called “Parkscapes,” played entirely by RPSM students. The work was promoted in a campaign targeting musicians, with the goal of getting them to sample “Parkscapes” in their own music – generating royalties and residuals for the school every time the artist’s song was streamed, downloaded or licensed. One of the compositions was sampled in Taylor Swift’s 2019 best-selling album “Lover” (streamed more than 266 million times in its first week alone) and subsequently licensed in the DreamWorks movie Abominable. More than 130 pieces of earned media helped the campaign reach close to 3.5 billion viewers.

Credits

Creative Agency: BBDO Toronto
Chief Creative Officer: Todd Mackie
Chief Creative Officer: Denise Rossetto
Associate Creative Director, Copywriter: Rana Chatterjee
Associate Creative Director, Art Director: Jeff Cheung
Sr. Designer: Mike Nugent
SVP, Planning: Tom Kenny
Group Account Director: Tania Montemarano
Account Supervisor: Sagi Mamalider
Director, Data Analytics and Insights: Curtis Rushing
PR: Shannon Stephaniuk, Glossy
Sr. Project Manager: Sarah Ng
VP, Digital Production: Jason Dick
VP, Director SGL Studios: Matt Eves
Sr QA Analyst: Della Lytle
Developer: Douglas Glover
Proofreader: Sheila Gray

Production Company: Flare BBDO Toronto
Executive Producer: Dave Lembke
Director: Jordan Dashner
Director of Photography: Luke McCutchenson
Audio: Stuart McLean
Post/Editor: Ted Husband

Composer: Frank Dukes, Matthew Tavares

Client: Regent Park School of Music
Faculty, Regent Park School of Music: Jasper Gahunia
Faculty, Regent Park School of Music: Wes Allen
Executive Director, Regent Park School of Music: Richard Marsella
Executive Director, Regent Park School of Music Foundation: Jane O’ Hare