| Clio Awards, 2013 | ||
|---|---|---|
| Content and Contact | - | Bronze |
| Public Relations | Product Launch | Bronze |
| One Show 2013 | ||
| One Show | Innovation in Advertising / Single or Campaign | Merit |
| One Show Interactive | Interactive Advertising / Other Interactive Media - Single | Silver |
| Cannes Lions 2013 | ||
| Design Lions | Promotional Item Design | Bronze |
| Eurobest 2013 | ||
| Design | PROMOTIONAL ITEM DESIGN | Bronze |
| Direct | DIMENSIONAL MAILING | Silver |
| Direct | PUBLICATIONS & MEDIA | Bronze |
| Young Guns Awards, 2013 | ||
| Creative | Direct Mail - Low volume mailings (niche market, up to 10,000 approx) | Silver |
| PR | PR Award - Best use of a single channel | Silver |
Type of entry: Graphic Design & Design Crafts
Category: Promotional Item Design
Advertiser: SHOUT OUT LOUDS
Product/Service: BLUE ICE SINGLE
Agency: TBWA\STOCKHOLM, SWEDEN
Creative Director: Kalle Widgren (TBWA)
Art Director: Alexander Fredlund (TBWA)
Art Director: André Persson (TBWA)
Art Director: Martin Baude (TBWA)
Planner: Lisa Adamsson (TBWA)
Producer: Tobias Bergenwall (TBWA)
Account Director: Ylva Windolf (TBWA)
Designer: Christian Styffe (TBWA)
Head Of Planning: Alison Bonner (TBWA)
Brief Explanation
The challenge was to develop an idea for a large global audience with a small indie band budget.
Our solution was to carefully target influencers in social media within several relevant culture groups, and give them the opportunity to sample the band's first single before anyone.
Today bloggers, fans and other influencers are inundated with gifts.
In order to ensure the recipients would share their experience, every detail had to be carefully designed-- it had to be worth their time.
Our objective was to garner at best 8.7 million media impressions by leveraging the exposure from influencer's communities.
Describe the brief from the client
In the spring of 2013, Swedish indie band Shout Out Louds were slated to launch their new album Optica.
As it had been over three years since their last album, they wanted an idea that would get people talking about the band again. Using their first single Blue Ice as a sampling mechanism, our brief was to develop an idea that would appeal to current fans but pique attention of prospective ones, raising awareness of the band.
Design Process
The ten kits were designed to evoke a feeling of curiosity.
Every detail was calculated.
Highlights include:
• 300 ml glass bottle of distilled water.
Distilled water is clean and helps prevent bubbles in the ice. The song title on the bottle symbolized the song in liquid form.
• 7" silicon mold. Silicon is airtight, keeping the water in place. Silicon expands, preventing the record from breaking as it freezes. The mold design made it easy to remove.
• 7" inverted LP.
The kits were packaged in a premium black box with lacquered typography to mimic the texture of ice.
Results
The response exceeded our expectations by tenfold.
As the project's circulation amongst social media increased, we picked-up even more influencers around the world, ultimately extending to mainstream media including broadcast television in the US, Sweden and Japan.
A week after we sent the Ice Record kits the Shout Out Louds were among Hype Machine's most blogged artists. The project was picked up by design blogs such as Fast Co Design and Design Boom.
At the time of this submission, we had received over one hundred million media impressions from social media alone.