Trace Urban Promo, Case study THE MOST AMAZING BEAT BOX VIDEO EVER by DDB Paris

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THE MOST AMAZING BEAT BOX VIDEO EVER

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Industry Culture, Leisure & Sport
Media Promo & PR, Case study
Market France
Agency DDB Paris
Director Tashi Bharucha
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Released January 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: TRACE URBAN
Product/Service: TRACE URBAN
Agency: DDB PARIS
Date of First Appearance: Jan 31 2011
Entrant Company: DDB PARIS, FRANCE
Entry URL: http://www.youtube.com/watch?v=g0_2vmkTmf0
Executive Creative Director: Alexandre Hervé (DDB Paris)
Conception: Alexandre Hervé (DDB Paris)
Conception: Tashi Bharucha (DDB Paris)
Conception: Clement Reynaud (DDB Paris)
Account Director: Vincent Léorat (DDB Paris)
Director: Tashi Bharucha (DDB Paris)
Artist: Eklips
Sound Production: - (Studio 5)
Media placement: Web Film - Http://www.youtube.com/watch?v=g0_2vmkTmf0 - 31/01/2011

Insights, Strategy & the Idea
In January of 2011, Trace TV became Trace Urban and needed the world to know about its new visual ident and tagline « we love hip hop & r&b ».

Creative Execution
To reveal Trace Urban with maximum exposure, we came up with the most amazing beatbox video ever. A 4 minute chronological history of hip hop music performed by French beatboxer Eklips, in one single take !
The video was produced with minimal expense and the Youtube link to it was posted on just a few Facebook pages with no media investment whatsoever.
Trace Urban is TV channel that embodies the hip hop culture. Turning the message into a artful and authentic performance was key. Making that performance spectacular and unique is what made the video an instant cult classic.

Results and Effectiveness
The original Youtube video reached a striking two million views in just two weeks.
It was exponentially shared, liked, tweeted and covered by specialized and general media worldwide like CNN, the Sun and others.
Ashton Kutcher tweeted about it. 50 Cent, Pharrell Williams and Kanye West posted it on their blogs and it is now reaching 4 million views and counting.