2020 Winner

CASE SUMMARY

With government arts funding cut by 50%, the non-profit Regent Park School of Music (RPSM) in Toronto, which offers music lessons to kids who can’t afford them, needed a way to start funding itself. Working with BBDO, it created an album of original tracks called “Parkscapes,” composed by Grammy award-winning Toronto producer Frank Dukes and performed by RPSM students. The agency targeted musicians with the goal of having them sample Parkscapes compositions in their work. As a result, every time the songs were streamed, downloaded or licensed, the school recieved royalties and residuals. Taylor Swift, for example, sampled Parkscapes in “It’s Nice to Have a Friend” (streamed more than 50 million times online) in her top-selling album “Lover.” The song was also licensed for Dreamworks’ Abominable, creating an ongoing source of revenue for RPSM.

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