Rodrigo Mendes
Art Director at DM9DDB
Coconut Grove, United States
TitleSkankplay
Agency
Campaign Skankplay
Advertiser Shank
Brand Skank's Newest Song
Philosophy

Skank is one of the most popular bands in Brazil. Our challenge was to promote Skank's newest single to their fans and to music lovers in general. Our insight was: today, videos have turned the Internet into a big stage. But, usually, it is a big stage with lonely musicians. So… what if we invite everyone to a big virtual jam session? That’s what we’ve done. We shot videos of the band performing separately. Then we create an online tool where people could play 6 YouTube videos simultaneously. With the song split into separate video channels, we could invite everyone to record their own videos and join the jam session. On YouTube, Skank members explained how to play the song. And by the social networks we spread the news. Then we started to receive videos from all over the world. The song became open source and the site, a great jam session. People also were able to generate a personal Music Video, combining any 6 YouTube videos. These music videos were posted on our YouTube channel and some were broadcast by MTV. More than 30,000 versions of the same song were made.

Result <p>More than 30,000 different versions of Skank's newest single were made by people. • More than 200 music videos of the same song were generated. • Some of those music videos were broadcast by MTV. • Skank was invited to many TV shows to talk about the project and to present their new song. • The project was highlighted in many of the most important music publications in Brazil like Rolling Stone Magazine, MTV, UOL Music, etc.) • More than 15 Brazilian famous artists decided to join the project singing or playing with Skank, promoting a new flight of spontaneous media.</p>
Media Type Case Study
Creative Director
Creative Director
Creative Director

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