Social and Influencer > Online Advertising
INDIE
VENABLES BELL & PARTNERS, San Francisco / NAPSTER / 2004
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Our brief was to relaunch Napster, the underground music-sharing site, as a pay-for-music site, without hurting its renegade status among downloaders and music lovers. Simply put, the ads couldn’t feel like ads. Creating a character out of the logo (usually a sacred image for advertisers) allowed us to tell the Napster story in a tongue-in-cheek way that reinforces the brand’s underground credibility. Using Flash and the web allowed for the episodes to be passed around virally, maximising our client's very low budget. And adding a further element of credibility.
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