To promote their newly re-designed Culture magazine, The Sunday Times wanted to create a piece of communication that not only talked about culture but added to it in a small way.

From classic to contemporary, cultural references were shown together in one seamless continuous take. The TV ad featured on the Sunday Times iPad and mobile app, editorial and online video. It showed how The Sunday Times will help you find your new favorite things.

We needed a campaign to promote the relaunch of The Sunday Times Culture section in order to drive sales on the weekend of launch, drive subscriptions of the newspaper in a broader sense, and create brand fame in the UK. The creative brief was to showcase the four editorial themes of culture; art, TV, music & film and show how they are all interconnected. The creative execution was a direct expression of that idea - a one-take seamless journey through all four worlds of culture.

The response was unprecedented – with a buzz in both industry media and consumer channels alike.

The response was also overwhelming as globally it was fantastically received also:

• Over 3.3 millions views

• Watched in over 140 countries

• 95% watched the full length

• Tweeted to 4.6 million followers

• The track was subsequently released on Spotify and iTunes