The campaign by KISS FM, titled "Shit Project," conveys a dual brand proposition centered on the preservation of rock’n’roll culture and environmental sustainability. By transforming “shitty songs” – those annoying, repetitive tunes that linger undesirably in listeners’ minds – into 100% organic fertilizer, KISS FM positions itself as a brand that not only acknowledges its audience’s musical frustrations but actively contributes to a greener, more vibrant world. This reflects a commitment to both cultural authenticity and environmental responsibility, suggesting that the brand values creativity and conservation equally.
Strategically, the campaign taps into a unique cultural insight: many listeners experience irritation from overly popular or low-quality songs that dominate airwaves, which can clash with a genuine appreciation for rock music’s essence. By focusing on this frustration, KISS FM targets an audience frustrated with mainstream music, likely younger, environmentally conscious listeners who also identify strongly with rock’n’roll heritage. The creative execution uses a metaphorical and participatory digital approach—encouraging users to “recycle” unwanted songs via a dedicated website, turning negative experiences into a positive ecological action. This leverages digital interactivity and humor to engage the audience, making the brand’s environmental message more memorable and relevant. The campaign’s choice to blend media, environmentalism, and cultural identity around a spirited, unconventional concept supports emotional engagement and brand differentiation in a crowded entertainment market.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign employs symbolism to address its central problem: the prevalence of "shitty songs" plaguing rock fans and radio listeners. Rather than literally showing or comparing these unwanted pop songs, KISS FM introduces the playful idea of “recycling” bad songs into fertilizer—turning something metaphorically "shitty" into actual shit that helps things grow. The narrative turns the annoyance of earwormy pop hits into a tangible, humorous analogy and uses it to reinforce KISS FM’s positioning as a rock defender. The campaign’s core mechanic, from its name to the recycling process, relies on this clever symbolic transformation.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Jovem Pan – Jovem Pan is Brazil's leading radio network specializing in news, sports, and entertainment. It differentiates itself with a strong focus on real-time news coverage and talk shows, appealing to a broad demographic seeking informative and engaging content.
2. Rádio Gaúcha – Positioned primarily in the South of Brazil, Rádio Gaúcha stands out for its in-depth journalistic approach and regional content. It emphasizes a trustworthy news format coupled with sports broadcasting, catering to listeners valuing credibility and local relevance.
3. 89 FM A Rádio Rock – This station occupies a niche in rock music, targeting a passionate and loyal audience interested in classic and alternative rock. It differentiates through specialized music programming and cultural engagement within Brazil’s rock community.
4. Mix FM – Mix FM capitalizes on the contemporary pop and dance market, attracting younger audiences with trendy music and energetic shows. Its strategic angle leverages digital integration and social media to maintain high listener interaction.
5. Rádio Globo – Rádio Globo blends news, entertainment, and sports with a focus on storytelling and emotional connection. It holds a strong presence in major urban centers by combining traditional radio with multimedia platforms for a comprehensive listener experience.
Q: What is Shit Project about?
A: Shit Project is a 2015 digital campaign created by BBDO for KISS FM in Brazil, targeting the media and entertainment sector. The campaign centers on a playful and participatory concept: inviting listeners to recycle annoying or overplayed songs—referred to as "shitty songs"—through a dedicated website. These submissions were metaphorically transformed into 100% organic, chemical-free fertilizer, aligning with KISS FM’s dual mission of preserving rock’n’roll culture and promoting environmental sustainability. The initiative leveraged digital engagement and humor to connect with an audience passionate about both music authenticity and ecological responsibility.
Q: What creative device does Shit Project use?
A: Shit Project employs FORMAT#3 SYMBOLIZE THE PROBLEM, as classified by Clapboard’s 12-format taxonomy. Rather than depicting unwanted pop songs literally, the campaign uses a symbolic analogy: it invites users to “recycle” irritating songs, turning them into organic fertilizer. This transformation of something metaphorically “shitty” into a positive, tangible outcome reinforces KISS FM’s identity as a rock defender and environmental advocate. The creative device is rooted in metaphor and humor, making the campaign’s message both memorable and distinctive within the digital media landscape.
Q: What is the campaign proposition for Shit Project?
A: The campaign proposition for Shit Project positions KISS FM as a champion of both rock’n’roll authenticity and environmental stewardship. By addressing the shared frustration of listeners overwhelmed by mainstream, repetitive songs, the brand speaks directly to a younger, environmentally conscious audience that values rock heritage. The campaign’s participatory digital mechanic—recycling unwanted songs into organic fertilizer—underscores KISS FM’s commitment to creativity, cultural preservation, and ecological impact. This dual focus differentiates the brand in the crowded media market, making its message relevant and resonant for its core audience.
Q: How does Shit Project rank in Clapboard's archive?
A: Shit Project holds a Clapboard Campaign Score of 73/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in KISS FM's category?
A: In the Brazilian radio and media landscape, KISS FM competes with several prominent brands. Jovem Pan leads with a strong emphasis on real-time news and talk shows, appealing to a broad, information-seeking audience. Rádio Gaúcha distinguishes itself through in-depth journalism and regional content, catering to listeners who prioritize credibility and local relevance. 89 FM A Rádio Rock targets a passionate rock music niche with specialized programming and deep cultural engagement. Mix FM attracts younger audiences with contemporary pop and dance, leveraging digital and social media integration. Rádio Globo combines news, entertainment, and sports, focusing on storytelling and a multimedia presence in major urban centers.
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