We set about generating a big conversation about the best music-inspired art.Influential radio presenters discussed their favourite album covers and launched a major competition asking audience members to design their own. The winners would see their music-inspired art on special Becks labels, and these bottles instantly became collectibles.And we set to generating music-inspired art in numerous other ways, too.Three up-and-coming artists produced giant murals for the front of three of London’s coolest music venues, pieces of art that certainly had the wow factor.And we produced digital Adshels, where users could plug in their iPods to create their own designs inspired by their music – turning London commuters’ route home into a music-inspired art gallery. As befits a cutting-edge campaign, the interactive Adshels were a first.We were also the first to wrap the cover of The Observer’s respected Music Monthly Magazine with ads featuring campaign artwork.

Entries to our competitions were in the thousands. Social media mentions were in the hundreds. Our pub murals were even featured in the national press.The campaign really inspired people.Two thirds of consumers said they liked Becks more as a result. Some 57 per cent said they were more likely to choose Becks.And they did.In large bar chains, where sales had been falling for five years, we started a reversal, with an 11% year-on-year gain. Similarly, off-trade sales were up 4%.