| Title | ALB - WHISPERS |
| Brand | ALB / SONY MUSIC ARTISTA |
| Product/Service | ARTIST PROMOTION |
| Category |
A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN |
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Entrant Company
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CLM BBDO Boulogne-Billancourt, FRANCE
|
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Advertising Agency
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CLM BBDO Boulogne-Billancourt, FRANCE
|
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Production Company
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FRENZY Paris, FRANCE
|
Credits
| Benjamin Marchal/Olivier Lefebvre/Matthieu Elkaim |
CLM BBDO |
Executive Creative Director |
| Kevin Salembier |
CLM BBDO |
Copywriter |
| Julien Boissinot |
CLM BBDO |
Art Director |
| Jacques Fouche/Thomas Laurent |
CLM BBDO |
Agency Producer |
| Anthony Hammelle |
CLM BBDO |
Deputy Managing Director |
| Pierre Deshayes |
CLM BBDO |
Case Study Edit |
| Lauren Weber/Amelie Juillet |
CLM BBDO |
Pr |
| Christina Murray/Jinjur Van Vogelpoel |
CLM BBDO |
Additional Credits |
| Willy Morence |
FRENZY PARIS |
Producer |
| Casper Balsley |
FRENZY PARIS |
Director |
| Niels Tasthum |
FRENZY PARIS |
Director Of Photography |
| John Hammarström |
ACNE PRODUCTION |
Interactive Director |
| Svante Hellberg |
ACNE PRODUCTION |
Technical Director |
| William Ekholm/Magnus Strandh |
ACNE PRODUCTION |
Developers |
| Magdalena Piwowoz |
ACNE PRODUCTION |
Project Manager |
| Charlotta Jönsson |
ACNE PRODUCTION |
Executive Producer |
| Sophie San |
FIRM |
Post Production |
| Jonathan Michaut/Anne Szymkowiak |
FIRM |
Edit/Grading |
| Vincent Boivin |
ARTISTA SONY MUSIC |
Managing Director |
| Frederic Monvoisin |
ALL YOU NEED IS SONGS |
Publishing |
The Brief
Recently signed to SONY music, french musician ALB is back with his new single WHISPERS. The story of a magnetic girl, that at first glance has invaded her teacher’s mind like a virus and disturbed his entire life.
To promote this intrusive adulterous love affair, in a music industry already saturated with music videos, ALB has decided to offer the audience a unique immersive and interactive experience.
Creative Execution
In a music industry already saturated with classic music videos, creating such an immersive experience which personally involves each viewer, is a good way to promote an emerging artist like ALB.
By going through the story on their computers, people were able to directly interact with the music video character. By answering one of her many emails landing in their inbox, by texting her phone number, or interacting with her on social media.
The WHISPERS story even proposes the audience to look for physical clues of the relationship, in various locations throughout Paris. Leading to exclusive content from ALB.
Describe the creative solution to the brief/objective.
ALB came up with the first TROJAN HORSE MUSIC VIDEO ever invented.
A true trojan horse virus hacking your computer while watching the music video and immersing yourself into a forbidden relationship with this magnetic girl, thanks to tons of evidence placed in your computer.
Photos left on your desktop. Weeks of emails correspondence inserted in your inbox. Calendar packed with secret rendez-vous. Screensavers hijacked, surprise print outs… This girl is haunting both your entire digital space and your mind. You are now part of that story happening directly on your computer, and able to interact with this fictional character.
Results
Sprinkled with content by the artist ALB, the WHISPERS love affair has been experienced by more than a hundred countries throughout the world.
Launched with a 0€ media plan, albwhispers.com has triggered an instant worldwide response from the audience, directly in the girl character’s inbox, phone, and Facebook profile.
Average time spent in interaction with the experience: 14 minutes per viewer.
ALB has seen his name featured in the major worldwide musical media, such as: NME, MTV, PROMONEWS, VIDEOSTATIC, TSUGI…
Millions of people own today the song in their Itunes, placed here for free by the Trojan horse music video.