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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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How Virgin Radio Took a Stand Against Music Piracy

Leo Burnett Beirut tells backstories of Amy Winehouse, Marvin Gaye, Elvis Presley through print series

Virgin Radio “Amy Winehouse / Marvin Gaye / Elvis Presley,” GPC Rating: 7.3

With music piracy and illegal streaming on the rise, a musician’s talent and hard work can easily get disregarded. With the help of Leo Burnett Beirut, Virgin Radio turned up the volume on this problem.

The agency crafted a series of exquisite print and outdoor ads featuring music legends Amy Winehouse, Elvis Presley and Marvin Gaye. The alluring pieces explored the rich backstories of these popular artists, documenting their personal struggles that ultimately fueled their industry success. The goal was to create a connection to each musician and the blood, sweat and tears that created the now-legendary music. That connection is further driven home with the tagline “If you knew what went into it, you wouldn’t steal it.”

Virgin Radio’s anti-piracy posters received high praise for their meticulously written copy, strategic layout and impactful art direction. The agency built a strong future platform to build on for anti-piracy.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.