The shop, Best Supermarket, Dalston, was radically transformed overnight from a typical neighbourhood store to an all-singing, all-dancing musical masterpiece by Red Stripe lager beer for their Make Music in the Corner Shop project which brought a little slice of Jamaica to the UK.

Products on the shelves became the most unlikely of instruments, triggered into performance when a customer chose a Red Stripe from the shelves. The reactions were captured on film, as they set off the corner shop to the well known rock steady tune of “A Message to You Rudy” by Jamaican musician, Dandy Livingstone.

We wanted to create an experience which would surprise and delight the audience — whether they experienced it in person in the store, or online when watching the film.

The location of the shop meant that we had direct access to our target audience, and the intentionally low, 'CCTV style' production value of the film content added authenticity, increasing the impact of the storytelling.

The film had genuine viral impact on YouTube, Facebook and Twitter, specifically amongst the target audience. The campaign also had hyper-local impact, with the shop owners continuing to get enquiries from customers as if they can make it happen again!

We made smart use of a low budget, and demonstrated that a good idea can often create exposure in the absence of a large media budget.