THE OPEN SONG PROJECT by Bacon, Naked Communications for Nokia

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THE OPEN SONG PROJECT

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Industry Mobile phones, devices & accessories
Media Promo & PR
Market Denmark
Agency Bacon
Agency Naked Communications
Executive Creative Director Casper Willer
Art Director Robert Larsen
Creative Luong Lu
Released February 2013

Credits & Description

Advertiser: NOKIA
Agency: NAKED COMMUNICATIONS, BACON DE CZAR
Category: Durable Goods
Advertising campaign: THE OPEN SONG PROJECT
Strategist: Alexander Sekjær (Naked Communications)
Creative: Luong Lu (Naked Communications)
Creative Consultant: Kasper Wedendahl (Bacon De Czar)
Executive Digital Producer: Stine Hein (Bacon De Czar)
Art Director: Robert Larsen (Naked Communications)
Senior Account Manager: Trine Nielsen (Naked Communications)
Executive Creative Director: Casper Willer (Naked Communications)
Technical Director: Felix Nielsen (Bacon De Czar)
Managing Partner: Mette Hørdum (Naked Communications)

Relevancy
All content was solely created with the camera phone, with no use of filters or photo editing of any kind, just the pure raw quality material from the Pureview camera.

Outcome
The Project resulted in not one song, but the release of more than 1500 individual songs all accompanied by the visual side from the Nokia Lumia 920's Pureview Camera. With an outreach encompassing social media, PR and influential music bloggers, the site reached more than 150.000 highly engaged visitors, several hundred thousand YouTube views and a total of more than 3 million media impressions. This resulted in renewed relevance in the young urban demographic, and a Nokia brand that is thriving in the region, and reports of a sold out Nokia Lumia range in retail.

Client Brief Or Objective
To launch the new Nokia Lumia 920, we needed to increase Nokia's relevance to the young audience, with music as the key driver. With the most advanced camera in a smartphone to date, through the Pureview technology, we wanted to get beyond tech specs and create an engaging and emotional approach by using music in a completely new way.

Implementation
The solution was an interactive music video made in collaboration with Electro-rock band Spleen United. A creative partnership where we wanted to take the interactivity of a music video to the next level, not only opening up the video for individual expression, but also the actual creation of the song. This way we explored the boundaries of what a music video can really offer, giving people 16 sound parts to play with, having never heard the original.