Creative Rationale:
The concept for Rocking The Daisies 2012 campaign is: medicalizing F.O.M.O.
F.O.M.O. is an acronym from contemporary western culture standing for the “ Fear Of Missing Out”. It is expressed when someone has the urge to be somewhere they are not and has been used as a term to describe one’s unfavourable absence from an (usually fun) event.
We decided to portray Rocking The Daisies 2012 as that exact event: the event that would not only be sacrilegious too miss, but actually harmful to one’s health to miss as well. To ‘go the whole nine yards’ it was necessary to push the concept of F.O.M.O. as being an actual “virus” or sickness one could catch. This meant creating media that would speak not only of the symptoms of ‘ contracting F.O.M.O.” but of the horrors it brings (radio). Off coarse, the sheer ridiculousness of creating such a medically dramatic scene about something so obviously not medical is how we lend humour to the overriding tone of the campaign. The message is hard- hitting but humourous: if you miss Rocking The Daisies 2012 you are basically condemning yourself to a life of painful inner-turmoil spiced with regret and self-blame. To relieve oneself from the mere thought of such a circumstance, we offer a simple and effective solution: attend Rocking The Daisies 2012... and save yourself.
We rely on already rooted semiotics for displaying medical conditions to add credence to the campaign, namely: medical jargon, prevention posters, symptomatic warnings and the doctor- patient dialogue.
In this way we indirectly hint at Rocking The Daisies being a soul- savior of sorts; allowing people to save themselves from their own “melancholic existences”. This off coarse brings us to our key benefit that is “eco-friendly fun” or in other words: the experience itself. By displaying the horrors and hardships (in a consciously dramatic manner) of missing the event, it therefore encourages people to seek out the opposite, the opposite being attending the event. It is through showing what life would be like without the memories, fun and joyousness of being at Rocking The Daisies that we create desire for audiences to actively seek out the event and gain what they fear to miss.
The concept for Rocking The Daisies 2012 campaign is: medicalizing F.O.M.O.
F.O.M.O. is an acronym from contemporary western culture standing for the “ Fear Of Missing Out”. It is expressed when someone has the urge to be somewhere they are not and has been used as a term to describe one’s unfavourable absence from an (usually fun) event.
We decided to portray Rocking The Daisies 2012 as that exact event: the event that would not only be sacrilegious too miss, but actually harmful to one’s health to miss as well. To ‘go the whole nine yards’ it was necessary to push the concept of F.O.M.O. as being an actual “virus” or sickness one could catch. This meant creating media that would speak not only of the symptoms of ‘ contracting F.O.M.O.” but of the horrors it brings (radio). Off coarse, the sheer ridiculousness of creating such a medically dramatic scene about something so obviously not medical is how we lend humour to the overriding tone of the campaign. The message is hard- hitting but humourous: if you miss Rocking The Daisies 2012 you are basically condemning yourself to a life of painful inner-turmoil spiced with regret and self-blame. To relieve oneself from the mere thought of such a circumstance, we offer a simple and effective solution: attend Rocking The Daisies 2012... and save yourself.
We rely on already rooted semiotics for displaying medical conditions to add credence to the campaign, namely: medical jargon, prevention posters, symptomatic warnings and the doctor- patient dialogue.
In this way we indirectly hint at Rocking The Daisies being a soul- savior of sorts; allowing people to save themselves from their own “melancholic existences”. This off coarse brings us to our key benefit that is “eco-friendly fun” or in other words: the experience itself. By displaying the horrors and hardships (in a consciously dramatic manner) of missing the event, it therefore encourages people to seek out the opposite, the opposite being attending the event. It is through showing what life would be like without the memories, fun and joyousness of being at Rocking The Daisies that we create desire for audiences to actively seek out the event and gain what they fear to miss.
