Here’s an interesting approach to festival promotion. Made Event, the promoters of electronic dance music concerts, including , Electric Zoo, has launched “Come To Life.” The campaign encourages attendees to organically enjoy — rather than with chemical enhancement — the light show, the music and the energy of the crowds.
At the heart of the campaign is the message that concertgoers don’t need to do drugs, particularly MDMA, (aka Molly or Ecstasy) to enjoy the festival.
Of the effort, Made Event Founders Laura De Palma and Mike Bindra said in a statement, “Our message to concertgoers is simple: The Electric Zoo experience is exceptional and worth being present for. Molly can cause you to not only miss the moment, alienate your friends and have an overall adverse and unpleasant experience…but can also make you sick and can even be fatal.”
The centerpiece of the campaign, created by New York-based PLUM, is a two-minute video, entitled The Molly, which all concertgoers must view in order to validate their wristbands to gain entrance into the Electric Zoo festival, to be held August 29-31 at Randall’s Island Park in New York City.
Emmy Award-winning writer and creator of the TV series Dexter, James Manos, Jr., created, wrote and directed the video with his 19-year old daughter, Ellie Manos. “Ellie represents the target audience and she’s been to EDM concerts and seen the behavior of her peers on Molly. She was the perfect partner to help me write the spot,” the elder Manos said.
Of the work and its purpose, Manos added, “This is a really interesting and volatile time of life for teens and young adults, and I was up for the challenge of crafting the right tone, manner and overall approach to creating a PSA that would have a net positive influence in their behavior and lives, in an entertaining and authentic way.”
NOTE: The creators, annoyingly, have restricted viewership of the video via embed. If you can’t see it below, click here or click “Watch on Vimeo” below.
