Agency creatives can add coveted titles like Honky Tonk Hits to their record album collections as part of a new direct-mail and print campaign for Toronto-based production house Keen Music, Voice and Sound Design.
The campaign, by Toronto shop Taxi, launched at the beginning of May in trade mags such as Playback. Ads featured round objects like an onion or a stove top element with a record label and the tag, ‘Evrything’s inspiring if you’re keen.’ A few weeks later, agency creatives began receiving vintage LPs that you might find in your grandparents’ collections. Think titles like: Pipe Organ Hits and Sounds Tijuana!
Rose Sauquillo, art director at Taxi, explains that the offbeat approach of mailing obscure albums was used to communicate Keen’s philosophy, which is conveyed through the tagline. Says Sauquillo, ‘We found these albums that you might dismiss, but you might actually find them inspiring.’
The goal is to raise awareness and the profile of the production house, says Thomas Neuspiel, Keen’s president and CD. Neuspiel says people know Keen mainly for its work in sound design.
‘Different people know us for different things, but we’re equally strong in all areas,’ says Neuspiel, who adds that Keen also does radio work.
Sauquillo says the albums are being sent out in phases and she can’t say exactly how many will be sent out in total. All are original albums – with music untouched – that incorporate the Keen label on them. In all, about 600 creatives in Toronto and Vancouver will be targeted.
Client: Keen Music, Voice & Sound Design
Agency: TAXI
Creative Director: Zak Mroueh
Copywriter: Jane Murray
Art Director: Rose Sauquillo
Photographer: Shin Sugino
Account Executive: Kira Oatley
Producer: Connie Gorsline
