New York is thrilled to announce that their integrated campaign, "Oasis Dig Out Your Soul," took home one of the top prizes at the Cannes Lion International Advertising Festival when it was awarded the Titanium Lion.
"Oasis Dig Out Your Soul" was an integrated campaign that resulted from a partnership with Warner Bros. Music and BBH New York client, NYC & Company. BBH New York was approached by Warner Bros. Music and asked to help launch a new album by the legendary rock band Oasis.
The agency conceived of the idea of a reverse album launch and they arranged for Oasis to teach over twenty New York City street musicians the unreleased songs from their new album, "Dig Out Your Soul."
After learning the new songs, the musicians - all members of the Metropolitan Transportation Authority (MTA) Music Under New York Program - then took to the streets of New York to perform the songs while the acclaimed directors, The Malloys, documented the entire event.
The campaign fundamentally re-invented the album launch so that new music started out on city streets by design, rather than winding up there by happenstance.
"Winning a Titanium Lion takes me back to the first moment I heard this idea, and it confirms exactly why I was so excited by it," said Kevin Roddy, CCO of BBH New York. "Our NYC & Company client and Warner Bros. Music were incredibly brave to go forward with us on this idea and I am thrilled that their bravery was rewarded."
The "Oasis Dig Out Your Soul" campaign has had an amazing award season and the Cannes Titanium Lion joins The Grandy award, the Next Award from the AICP and a gold pencil from the One Show. The campaign won another major prize earlier in the festival when it was awarded a Gold Lion in the Outdoor category and a Silver Film Lion.
The success of "Oasis Dig Out Your Soul" is a result of the totally integrated nature of the campaign and the innovative use of social media and on-line tools.
Oasis fans were able to find the live performances of the street musicians thanks to a special page on the NYC & Company website that used Google Maps and Earth to track where the performances were happening in the city.
Fans were encouraged to film the street musicians using their own recording devices and to post the user generated content on a unique You Tube channel dedicated to the Oasis album launch.
The campaign was a huge success and helped the Oasis album debut at number one in the UK and number five in the US, making "Dig Out Your Soul" Oasis' first top 10 album in ten years.
Liam Gallagher sat down with the folks of Deutsche Welle and answered some questions for their Fragebogen segment of Euromaxx. Fear not as L4E has the English translation/transcript for you below :
Liam Gallagher is the frontman of Britpop band Oasis. Liam Gallagher - Known for having quite a temper. But today he is much calmer, perhaps because of the recent successful launch of his first fashion line .
What are your typical character traits?
L: Mental, like a Jaffa Cake it's a biscuit, a cake.
Who is your personal hero?
L: My mum, my mother. Why? Because she made me, she's amazing.
What is an irresistible temptation?
A great temptation? Oh dear! ... Temptation ... Shoes? No they are not a temptation but a joy. Coffee! It freaks me out man.
Could you share some of your wisdom with us?.
Always stay relaxed - in any situation.
Do you have an unfulfilled dream?
My dream?
World peace, of course man.
What drives you mad?
Jaffa Cakes
What's your perfect day look like?
My perfect day? Get up At six clock up in the morning, go for a run , take the kids off to school and going back to bed.
Back in May we posted the first part of this interview with Noel Gallagher and MTV Brazil. Recently parts II and III made it on to the net so have a look :
Noel denies having a computer or email address, doesn't really get or understand the internet but loves his mobile phone and much much more..
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