World’s largest community service organization, Lions Clubs International, has an old-fashioned image. That is my perception too. And they are aware of that also.
For breaking that image the came with this campaign two weeks ago.
While there are 46,000 clubs and 1.35 million members the around the world, Lions Clubs International is looking to recruit the next generation of Lions members. Therefore agency Serve Marketing made this rap video for them.
The music video features Lions members, young and old, singing and dancing to custom-written rap lyrics, while doing community service projects such as feeding the hungry, providing eyeglasses and planting trees.
It is an idea done many times before, mostly overacted, rarely good. This video from the Lions Club is ok, acted in the right proportions.
The Lions logo and yellow vest may be two of the most recognized brand symbols in the world, but many of the younger generation are not aware of what the 1.35 million members in more than 46,000 clubs throughout the world contribute to communities. “We hope that the rap video and our new PSAs, along with online and outdoor billboards and a radio PSA coming out later this year, will help us reach that younger generation and show them that we are not their father’s or grandfather’s Lions clubs,” said Dane LaJoye, LCI spokesperson.
A major social media push to take the videos viral is currently underway and the rap song is now available on iTunes.
Lions Clubs International
Creative Director: Gary Mueller
Art Director: Ryan Smith
Copywriters: Seth Gordon, Ross Lowinske
Executive Producer: Darlene Stimac
Associate Producer: Amanda Bergum
Director: Vinnie Besasie
Production Company: holymedia LLC
Producer: John Hoylman
Directors of Photography: Mike Gillis, Nick Collura
Editor: Dave Kuhnen, John Elmendorf, Wonder Wonder
Original Score: Peter Batchelder, Independent Studios
Vocal Performance: Peter Batchelder
Audio Mix: Peter Batchelder, Independent Studios