| Title | AUKTYON ON THE SUN |
| Brand | AUKTYON BAND |
| Product/Service | MUSIC ALBUM |
| Category |
F07. Use of Music Technology or Innovation |
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Entrant
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GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
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Idea Creation
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GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
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Media Placement
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GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
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PR
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GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
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Production
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GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
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Credits
| Andrey Danskov |
Great Advertising Group |
Creative Director |
| Alexey Butakov |
Great Advertising Group |
Art Director |
| Viktor Donyukov |
Great Advertising Group |
Account Director |
| Eugenia Melnikova |
Great Advertising Group |
Digital Producer |
| Ekaterine Startseva |
Great Advertising Group |
Digital Director |
The Campaign
We created the first ever album that can be HEARD and SEEN only ON THE SUN.
Creative Execution
The app allows to listen to all the new tracks, pre-order electronic and physical copies of the new album and find out the live dates of the first concerts in support of the album.
The cover was printed with special photochromic ink. The artwork appears only ON THE SUN and vanishes when in the shade.
ON THE SUN became the most discussed music event of the year
The news about the album’s release travelled around the Internet at the speed of light.
IN JUST THE ALBUM’S FIRST WEEK
TOP Google Play
TOP App Store
TOP-10 iTunes
Thanks to the inflow of young listeners, the Internet became the album’s main distribution channel for the first time in the group’s history.
ON THE SUN became Auktyon’s most commercially successful album ever.
We made the promotion of a new music album in a creative way.
Two weeks before the official release we launched a unique app that turns the music on only if the smartphone camera is focused ON THE SUN.
An important part of the release's promotional campaign was the first ever packaging to a musical album whose cover art can only be seen ON THE SUN.