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Music________Distancing

Virgin Radio Romania

Issue 56 | September 2020

Agency

McCann Bucharest

Creative Team

Group Creative Directors: Lia Bira, Irina Popp Copywriter: Andrei Paduraru Art Director: Eugen Preda

Production Team

Head of AV: Tiberiu Munteanu AV Manage: Alex Ionescu

Other Credits

CCO McCann Worldgroup Romania, Regional CD McCann Central Eastern Europe: Catalin Dobre Senior Account Manager: Madalina Patachia

Date

July 2020

Idea

MUSIC______DISTANCING: HOW VIRGIN RADIO USED AMBISONIC AUDIO INNOVATION TO REMIND PEOPLE OF SOCIAL DISTANCING Virgin Radio and McCann Bucharest launched Music______ Distancing, a campaign to remind people to always be aware of social distancing rules and stay safe during these difficult times.

When the strict lockdown ended in Romania, people were quick to forget the social distancing rules when leaving their homes, which can lead to a rising number of Covid 19 cases in the following months.

Aiming to play their part and lend a helping hand to authorities, when the lockdown ended, Virgin Radio Romania was quick to launch Music_______Distancing, an innovative way to use music as a constant reminder to respect social distancing rules, especially since social distancing is required in those places where people normally listen to music on their headphoes, like public transportation, gyms or beaches.

How does it work? Famous hits by local and international artists were recreated using the surround sound effect of ambisonic sound, which creates a 360-degree sound environment, to give the effect that the singers were performing at a safe 2-meter distance from each other. To make a strong impact, the songs were played in heavy rotation on Virgin Radio, to a national audience, while artists also created IDs to promote them and a social media campaign was developed to support the initiative.

Since many countries around the world are facing the same problems, the Virgin Radio Romania campaign was asked by stations in other countries, contributing to keeping people safe and aware of public health issues.