为支持LGBT,鲍勃·迪伦等6位音乐人推出同性之爱专辑

举报 2018-04

爱和音乐是最普遍的语言,为了支持LGBT群体,MGM美高梅国际酒店集团携手鲍勃·迪伦等6位音乐巨星推出同性之爱专辑:UNIVERSAL LOVE。

UNIVERSAL LOVE是MGM推出的一系列为LGBTQ社区重新设计的婚礼歌曲,旨在庆祝爱情和音乐的持久性和压倒性力量。UNIVERSAL LOVE提供六种新录制的标志性情歌,为同性伴侣提供他们自己的爱情故事配乐,并改变主题代词以反映LGBTQ关系的世界。

前年刚刚获得诺贝尔文学奖的美国民谣/摇滚传奇——Bob Dylan 鲍勃·迪伦从他出道起便相信音乐有着影响世界的力量,以抗议式的插电民谣而成为一代文化偶像。

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如今年过七旬的他,将目光投向了 LGBT群体。联合五位划时代音乐人——Valerie June,Kele Okereke,St. Vincent,Benjamin Gibbard,Kesha。Bob Dylan和他们共同出现在了一张叫做UNIVERSAL LOVE 、以同性恋为主题的专辑里,专辑已于今年4 月 5 日发行。

《UNIVERSAL LOVE》专辑歌单

Bob Dylan《He’s Funny That Way》
Valerie June《Mad About the Girl》
Kele Okereke《My Guy》
St. Vincent《And Then She Kissed Me》
Benjamin Gibbard《And I Love Him》
Kesha《I Need a Woman to Love》

六首歌的共同点都在于将一些经典并为人熟知的曲调进行了小幅度歌词修改,让主题倾向于同性之爱,再重新编曲录制、演绎出新曲。比如鲍勃·迪伦将一首 1929 年的老歌 She’s not funny that way改编成 He’s not funny that way 。


(艺术家访谈:Valerie June,Kele Okereke,St. Vincent,Benjamin Gibbard,Kesha分享他们对UNIVERSAL LOVE的见解)

简单来说,UNIVERSAL LOVE是一个重新想象爱情歌曲的平台,其核心是一张专辑。重新录制的六首标志性婚礼歌曲的汇编更具包容性,这些歌曲以代名词的变化来反映LGBTQ关系的世界。毕竟,爱是普遍的,歌曲不应该也是吗?

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UNIVERSAL LOVE是MGM美高梅国际酒店集团与LGBTQ社区进行的二十年宣传工作的自然延伸,公司希望借此推进联合人性的倡议。在同性婚姻合法化之前十多年,同性恋承诺仪式就在美高梅度假村的礼拜堂进行。2004年,美高梅度假村成为第一家为员工提供同性健康福利的酒店,并于同年加入拉斯维加斯人权运动(HRC)分会成为联合创始人。

项目信息
品牌/广告主
MGM Resorts International

营销机构

Creative Agency 创意代理商
McCann 麦肯 纽约

参与者

奖项荣誉

D&AD Awards
2019
D&AD Awards
Radio & Audio | Use of Branded Audio and Podcasts
Graphite Pencil
D&AD Awards
2019
D&AD Awards
Radio & Audio | Use of Branded Audio and Podcasts
Graphite Pencil
NYF Advertising Awards
2019
NYF Advertising Awards
Avant-Garde/Innovative | Social/Environmental Good: Brand
Third Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Branded Content/Entertainment | Travel/Leisure
Second Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Positive World Impact: Empowerment | LGBTQ
First Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Public Relations | Travel/Leisure
Third Prize
NYF Advertising Awards
2019
NYF Advertising Awards
Branded Content/Entertainment | Social/Environmental Good: Brand
Finalist Certificate
The One Show
2019
The One Show
Radio & Audio | Custom Content
Gold Pencil
The One Show
2019
The One Show
Creative Effectiveness | Creative Effectiveness | Single Country or Region
Bronze Pencil
The One Show
2019
The One Show
Branded Entertainment | Audio
Gold Pencil
The One Show
2019
The One Show
Intellectual Property | Digital Product
Silver Pencil
The One Show
2019
The One Show
Social Media | Social Engagement | Stunts & Activations
Bronze Pencil
The One Show
2019
The One Show
Social Media | Social Engagement | Community Building
Silver Pencil
The One Show
2019
The One Show
Public Relations | Integrated PR Campaign
Silver Pencil
ADC Awards
2019
ADC Awards
Advertising | Direct | Digital - Single
Silver Cube
Cannes Lions
2018
Cannes Lions
Entertainment Lions for Music | Artist as a Brand or Cause Ambassador
Bronze
Cannes Lions
2018
Cannes Lions
Entertainment | Audio Content
Silver
Cannes Lions
2018
Cannes Lions
Brand Experience & Activation | Leisure
Gold
Cannes Lions
2018
Cannes Lions
Brand Experience & Activation | Launch / Re-launch
Silver
Cannes Lions
2018
Cannes Lions
Entertainment Lions for Music | Production of Exclusive Artist Content in Partnership with a Brand or a Cause
Silver
CLIO Awards
2018
CLIO Awards
Branded Entertainment | Music
Gold
Cristal Festival
2018
Cristal Festival
Brand Entertainment & Content | Best Use of Music
Grand Prix
Cristal Festival
2018
Cristal Festival
Media | Integrated Campaign
Sapphire (Silver)
 

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