BESPOKE ALBUM CREATION EXPERIENCE by Wieden + Kennedy London for KAISER CHIEFS

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BESPOKE ALBUM CREATION EXPERIENCE

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Industry Publishing, streaming & media
Media Digital, Interactive & Mobile
Market United Kingdom
Agency Wieden + Kennedy London
Director Andy Bruntel
Executive Creative Director Kim Papworth, Tony Davidson
Designer Jon Harris
Released June 2012

Awards

Cannes Lions 2012
Cyber Lions Publications & Media Silver
Cyber Lions Viral Marketing Silver

Credits & Description

Type of entry: Websites & Microsites
Category: Publications & Media
Advertiser: KAISER CHIEFS/B-UNIQUE/FICTION RECORDS
Product/Service: KAISER CHIEFS
Agency: WIEDEN+KENNEDY London, UNITED KINGDOM
Advertiser KAISER CHIEFS/B-UNIQUE/FICTION RECORDS
Product KAISER CHIEFS
Entrant WIEDEN+KENNEDY London, UNITED KINGDOM
Type of Entry: Websites & Microsites
Category: Publications & Media
Title: BESPOKE ALBUM CREATION EXPERIENCE
Advertiser/Client: KAISER CHIEFS/B-UNIQUE/FICTION RECORDS
Product/Service: KAISER CHIEFS
Entrant Company: WIEDEN+KENNEDY London, UNITED KINGDOM
DM/Advertising Agency: WIEDEN+KENNEDY London, UNITED KINGDOM
Interactive Production Company: (Specialmoves)
Executive Creative Director: Tony Davidson/Kim Papworth (Wieden+Kennedy)
Agency Project Lead: Alex Franklin/Oli Beale (Wieden+Kennedy)
Agency Executive Producer: Danielle Stewart (Wieden+Kennedy)
Agency Interactive Producers: Michelle Cox/Chris Binks (Wieden+Kennedy)
Interactive Creative Director: Andy Cameron/Gavin Gordon-Rogers (Wieden+Kennedy)
Senior Creative: Oli Beale (Wieden+Kennedy)
Creative Technologist: Joao Wilbert (Wieden+Kennedy)
Account Director: Hanne Haugen (Wieden+Kennedy)
Designer: Jon Harris (Wieden+Kennedy)
Planners: Alex Franklin/Jennifer Lewis (Wieden+Kennedy)
UX Designer: Chi Li (Specialmoves)
Interactive Producer: John Lau (Specialmoves)
Interactive Developer: George Penney/Sunil Jolly/Christine Albrecht (Specialmoves)
Frontend Developer: Richard Hallows (Specialmoves)
Backend Developer: Christophe Chang/Lance Hambling (Specialmoves)
Public Relations: Lois Newcombe (Wieden+Kennedy)
Viral Film Production Comapny: (Some Such)
Production Company Producer: Rachrl Dargavel (Some Such)
Director: Andy Bruntel ()
Brief Explanation
Kaiser Chiefs used to be massive. Their last album wasn’t so massive.
We could post-rationalise everything that happened but the brief was: can we do something different for the next album and have a laugh doing it.
Fans pick 10 songs from a possible 20 on a website. They design their own artwork and download their unique album. They get their own web-page and banner ads for their blog so they could sell the album on social media. They get a quid for each one they sell.
We turned the fans into our retailers. Instead of them sharing for free, we paid them.