The challenges were communicating to an extremely fickle, fashion sensitive and music savvy audience of 14 to 35 year olds.

Launching an unknown product in Denmark.

A very limited budget of GBP 6000.

Key objectives:

Creating effective launch material that lived up to the innovative and highly regarded lifestyle image of the Urbanears brand.

Create a simple solution that could easily be translated into several channels including Outdoor, instore and sampling events.

The illustration design and interaction takes all of it's cues from genuine vinyl scratching techniques, translated into a new medium. The illustration is an interactive engraving that produces genuine sound true to scratching a vinyl record

We wanted to give the users a fun demonstrative experience of the products USP – portable music mixing. Our idea stemmed from bringing the experience to life in a selection of locations demonstrating the omnipotent nature of the product.

We took the experience of scratching records to the streets in the shape of an analogue interactive scratch poster that in an innovative way lets the consumer play with the idea of mixing music anywhere.

They could now scratch anywhere.

The project launches one day after point of Cannes entry therefor measurement of success can't be entered. However initial presentation of the project to the Danish music industry has been met with a fantastic response. DJ's and sound engineers have all voulunteered to generate music and film content using the posters and tests groups with the target audience have been overwhelming with enthusiasm, with many of them spending hours playing with our poster.