Timo heard about us through the grape vine and enquired about us making a cool music video for his new track "December".
We said – yeah maybe, but how about a city wide guerilla campaign - creating mystery, online and offline, amongst the young people of Gothenburg.
Along with creating loads of relevant content for your channels, and then finally leading them to a one of exhibition where the cinematic world of December will be revealed, living long in the souls of your adoring fans... phew?
He said where do I sign.
"A moody and honest track that sounds like nothing the artist has done before - Brave!
Well, then it's our job to also think different and challenge the norm."
CORE IDEA
Timo has been around for a while.
He has a solid fan base but the audience for this campaign was a new area of society. The youth. He wanted to reconnect his sound with them and attempt to bring on board gene Z
onto the train of Timo.
Therefore, the centre of the idea revolved around being young. The ups and downs, the do's and don'ts, the craziness and the drama.
This was our starting point and this was the world we wanted to create.
We wanted to create beautiful, high-end imagery, but we also wanted to create a feeling that this world was their's.
So, everything that follows – the posters,
the exhibitions, the DV-footage.
All should have feeling that it was produced by the stars themselves.
"F#CKING LOVE WHAT YOU GUYS ARE DOING. 👍 👍 👍 "
TIMO
THE STORY
The film is a celebration of being young. We didn't want to create a narrative,
but instead a rich mix of emotions that drew the audience in and guided them through the unfolding world of December.
DECEMBER IS COMING
This was the red thread that tied everything together.
Online information, content sign-offs, guerilla-marketing, the campaigns homepage and the final event revolved around these 3 words.
We wanted to create a buzz and hype around something mysterious but remain honest and human.
TEASE ME
We complimented the offline posters with collection of films that started to create the filmic world of this campaign - focusing on characters, settings and spreading
our call – DECEMBER IS COMING.
CAT'S OUT THE BAG
The final stage of the treasure hunt was a QR code that lead our audience to decemberiscoming.com
This became the HQ for information regarding the the exhibition itself –
a place, date and time, which gave us contact to Timo's new and dedicated audience.
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For the exhibition itself we teamed up with art collective Kiosken and Vega Brewery to help design and host the show.
THE VIDEO ITSELF...
HELLO FANS
And to all the people who made it out on that cold and wet Gothenburg night, they all found a nice surprise in their inbox the following morning.
WHAT WE LEARNT
In this digital age there's still huge room for organic spread through organic means.
The age old poster clearly isn't dead, especially when placed in the right area of town or one's life. People want to be exited, as well as mystified.
We were glad and proud to be part of this campaign and looking forward to the next one where we can hone our skills further... and of course make more awesome film.