Ghost Beach: ARTISTS VS. ARTISTS

Credits & Description:

Advertiser: GHOST BEACH
Agency: TBWA\CHIAT\DAY
Category: Public Health & Safety, Pubic Awareness Messages
Advertising campaign: ARTISTS VS. ARTISTS
Account Director: Hugo Murray (TBWA\chiat\day/New York)
Ghost Beach Band Member: Josh Ocean
Publicist: Marianne Stefanowicz (TBWA\chiat\day/New York)
Studio Manager: Pasquale Bortone (TBWA\chiat\day/New York)
Art Director: Mike Malz (TBWA\chiat\day/New York)
Copywriter: Tom Greenwood (TBWA\chiat\day/New York)
Copywriter: Brandon Laganke (TBWA\chiat\day/New York)
Lead Developer: Christian Ramirez (TBWA\chiat\day/New York)
Ghost Beach Band Member: Eric "doc" Mendelsohn
Producer: Joni Adams (TBWA\chiat\day/New York)
Chairman/Chief Creative Officer: Mark Figliulo (TBWA\chiat\day/New York)
Art Director: Niklaz Lonnqvist (TBWA\chiat\day/New York)
Band Manager: Will Suter (10k Islands)
Designer: Ceara Teixeira (TBWA\chiat\day/New York)
Technical Director: Dima Farer (TBWA\chiat\day/New York)
Project Manager: Mimma Aliberti (TBWA\chiat\day/New York)
Copywriter: Spencer Campbell (TBWA\chiat\day/New York)

Client Brief Or Objective
With no budget, the objective of this promotional campaign was to increase the unknown band Ghost Beach’s awareness by using free billboard space they were provided as a result of a licensing agreement.

Implementation
Instead of showing off an album like most bands would, we decided to reinvigorate the conversation around music piracy and asked people to voice their opinion on the topic by tweeting to the side they support: #ArtistsForPiracy or #ArtistsAgainstPiracy. Simply by interacting with the "Artists VS Artists" campaign participants were linked directly to Ghost Beach who was the cause of it all.

Outcome
The return on investment for the low profile band was invaluable given the band worked with no budget and was still able to generate free media coverage. Initially engaging audiences via Twitter, Ghost Beach’s “Artists VS Artists” quickly spread across the web to user generated forums like Reddit, countless blogs like Fast Company, and publications like New York Times, Billboard Magazine, and MTV News.

Relevancy
This execution was relevant because the debate sparked by the band concerned music piracy. Music piracy involves artists like Ghost Beach every day and thanks to the band this campaign caused advocates across the industry to tirelessly argue over piracy’s role in music.