Made Event, the EDM promotional company that puts on Electric Zoo, has announced the launch of its communications micro-campaign, “Come to Life”. The campaign encourages attendees to organically enjoy the amazing sensations produced by one-of-a-kind light shows, the best electronic dance music and the incredible energy of the crowds.
At the heart of the campaign is the message that concertgoers don’t need to do drugs—particularly MDMA (Molly or Ecstasy)—to enjoy the festival. The campaign is intended to make fans think about the potential negative consequences of taking Molly and to avoid those risks. Made Event founders, Laura De Palma and Mike Bindra, commented on this in a joint 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. Fans will experience how great it is to ‘Come To Life’ at our concerts from lights, sounds and crowds.
The centerpiece of the campaign is a two-minute video called The Molly, which all concertgoers must view in order to validate their wristbands and gain entrance. The Electric Zoo festival will 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 alongside 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. “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,” Manos added.
Made Event believes the “Come To Life” campaign will help its younger fans (18-to-24 year olds) make responsible choices when it comes to having a good time and making decisions about drug use at Electric Zoo and other events. In fact, all festival attendees will have to watch the video before validating their wrist bands at this year’s festival.
Check out the two minute video and let us know what you think. Does it make you stop and think? Do you think it will be effective?
via Made Event