Early 2018, Google launched their music streaming service app. YouTube Music needed a campaign that would drive fame amongst their target audience whilst also bolstering their relationships with music labels and artists.
We needed to cut through the clutter in the market, harness local support for artists and generate stunning social content that would be shared onwards.
We needed to craft an outdoor masterpiece that would inspire the artists to share our content, whilst disrupting the audience on the ground. Hand painted murals were the answer.
Hand painted advertising is a craft. It morphs advertising and artistry to create something truly unique in locations that we couldn’t reach with billboards. People love art and people love sharing art.
We partnered with four of the biggest names in the industry – George Ezra, Anne-Marie, The 1975 and Little Mix. Each artist had bespoke creative designed by Global Street Art (our hand painted advertising partner) specifically for the four mural locations.
We chose locations that were special for each of the artists to ensure the wall resonated on a personal level. For example: The 1975 went live in their hometown of Manchester and Anne Marie at the location of her UK tour in Camden.
Leveraging the long dark winter evenings and with the help of Projection Artworks, we decided to use projection mapping to apply a digital layer to The 1975’s mural after sunset.
The campaign ignited social media and drove engagement and interaction at real scale.
Anne-Marie, The 1975 and George Ezra all came to their sites and signed their own murals. Sharing images of them with their murals on their own social channels totalling over 9 million followers – maximised the reach and impact of the campaign significantly.
The campaign made the Manchester Evening News, including multiple images of the mural.