Design > Corporate or Brand Identity
MUSIC, SEE WHAT IT'S MADE OF
ALMAPBBDO, Sao Paulo / BILLBOARD / 2010
Awards:
Overview
Credits
Overview
BriefExplanation
Music. Understand what is done. A billboard campaign that displays all of your knowledge of world pop. Each artist is displayed in a composition made of their primary influences. In a second part of the campaign, consumers had the chance to interact with the concept. An interactive panel allowed the consumer to choose their influences in time and see the result. The campaign makes the consumer realise that he is made of music too. The intention is to increase the visibility of Billboard with its audience in a fun way.
ClientBriefOrObjective
The challenge was to show the new magazine in Brazil, to put the magazine at a high level, as big as other music/entertainment magazines in Brazil.
Effectiveness
Billboard is a new publication in Brazil. It needed to differentiate itself from competitors. The campaign positions Billboard as the great authority on music. The consumer had a chance torealise that authority in several ways. With an increase in the number of signatures and agreat number of visitors to Billboard.com, making that consumers immediately associate music to Billboard. On the web, many users Last FM received a link from Billboard in the message box.They clicked and saw the picture on your profile with the favorite stars. This image stamped on the cover of Billboard. Whoever signed the magazine won its poster as a gift.
Execution
First, the print media. The billboard itself, ads showed great stars of pop: Bono, Eminem, Marilyn Manson etc. It's a composite image of the influences and a touch of humor. Then, on the subway posters we showed the concept on a larger scale. A touch panel allowed the consumer to choose his favorite stars and then he become the stars.The consumer has the chance to see what he if made of music. In addition, pressing a button, the panel became a photobooth. This recorded image was sent to an account on flickr where consumers could download your image.
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