The retouching I performed was for imagery for the website and apps to drive the campaign.
The campaign was built around a property called RizLab – a virtual music laboratory, creating experiments to break the boundaries of traditional music entertainment.
RizLab completed 3 musical experiments:
Chart topping act Friendly Fires embraced their personal passion, and presented the past, present and future of dance music at Bestival. During an extraordinary 8-hour performance the crowd was treated to a collaboration with acts that included the legendary Frankie Knuckles, A Guy Called Gerald and SBTRKT
Pioneering artist Jamie XX came together with the extraordinary 3D visual artist Quayola to create a 3-hour live fusion of art and music. A new track was created by Jamie XX which was accompanied by Quayola’s reactive visuals that were projected onto 2 30-metre high definition screens.
The first live interactive music video: Mike Skinner (The Streets) Rob Harvey (The Music) and Mercury nominated Ghostpoet collaborated to create a new track. They then gave over 20,000 fans the opportunity to vote live online. What spontaneous trouble to cause during the live 1-take recording of their new music video entitled Trouble! In addition, a limited vinyl of the single was hand-stamped and given to all attendees of the live event.
The campaign exceeded all business expectations, and surpassed previous business metrics based on an equivalent A&P budget. (Independently evaluated by Metrica)
Best digital performance( post campaign):
- 32,740 visits +86%
- 158,897,570 ots +132,000%
Best brand performance:
- 2011 17%
- brand advocacy +112%
- Sales up and positive brand sentiment up from 8% pre campaign to 30% during campaign
ART DIRECTOR: TOBY NORRIS