Because Music: Because Recollection

Credits & Description:

Title: Because Recollection
Agency: 84.Paris
Brand: Because Music
Country: France
Advertising Agency: 84.Paris
Entrant Company: 84.Paris
Media Agency: 84.Paris
Pr Agency: 84.Paris
Production Company: 84.Paris
Additional Company: 84.Paris
Design Agency: 84.Paris
Art Director: Antoine Arnoux (84.Paris)
Executive Creative Director: Herve Bienaime (84.Paris)
Head Of Creative Technology: Jean-Vincent Roger (84.Paris)
Production Manager: Michael Ligier (84.Paris)
Executive Creative Director: Olivier Bienaime (84.Paris)
Project Manager: Simon Guerot (84.Paris)
Motion Designer: Thimotée Bart (84.Paris)
Art Director: Romain Bouchereau (84.Paris)
Executive Producer: Arnaud Depaul (84.Paris)
Head Of Strategic Planning: Nicolas Camillini (84.Paris)
Interactive Developer: Antoine Martin (84.Paris)
Interactive Developer: Arthur Muchir (84.Paris)
Website URL: http://www.because-recollectio...
Strategy:
Release never-seen-before interactive journey and offer entertaining musical experience that combines in one place soundtracks from very different artists in order to drive massive media coverage and boost Because Music on social media. We launched this interactive journey on Because Music social media channels (Twitter and Facebook) in order to spread-the-word and boost mentions of the music label.
Outcome:
More than 1,5 million of interactions on the website15,000 mentions on twitter during the 24 hours after the launch+30% fans on facebook after one monthUsers from 129 countries, playing 5 minutes in average
Campaign Description:
What if, instead of just listening to music you could play with it? The key idea was to create musical experience that will allow users to play with music through artworks, with soundtracks from various artists in one place. Still images and music come to life thanks to users’ interactions, with unexpected content and animations that increase the storytelling of each artist’s artwork.
Synopsis:
In 2015, independent music label Because Music celebrated its 10th anniversary: 10 years of music, 10 years of videos, 10 years of bringing the public massively talented and successful new artists. Key objectives were to drive awareness and recruit new fans/followers on Because Music social media channels.
Execution:
Visitors to the site are taken at random to different pages on the site simply by holding the space bar, and then each artist’s page has charming but straightforward interactive artworks to play with. For the design development and production, we started from artwork static image and several interactive teams composed with Art Director, Motion Designer and Interactive Developer worked very closely to produce all graphic elements and motion design needed to code interactions and animations. Each team developed several interactive artworks which were implemented afterwards into core structure.Digital experience and interactions are available on all devices without any plugin or application needed thanks to cutting-edge technologies such as HTML5, WebGL and WebAudio API.