WE collaborated with Room Eleven on a new execution of the song.The music video was produced by WE and featured the WE models as extras.The Room Eleven song was officially released and immediately picked up by radio stations and MTV.When the actual campaign was launched four weeks later, the link with WE became apparent.A ‘Making Of’ aired on MTV to explain the whole story.

- Free publicity on TV, radio, in newspapers and fashion magazines.- Positive public response on blogs, You Tube, Room Eleven website etc.- Increasing WE retail and CD sales as the campaign is in its 3rd week at date of entry.