Extra Film Extra Support Acts by Clemenger BBDO Sydney

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Extra Support Acts

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Industry Chewing-Gum
Media Film
Market Australia
Agency Clemenger BBDO Sydney
Executive Creative Director Ben Couslon
Creative Director Brendan Willenberg
Art Director Willy Maitland
Copywriter Zander Williment
Released August 2018

Credits & Description

Media: Integrated
Category: Confectionery & snacks
Client: Extra
Agency: Clemenger BBDO, Sydney
Production: Bring
Country: Australia
Director: Ethan McLean
Executive Creative Director: Ben Couslon
Creative Director: Brendan Willenberg
Art Director: Willy Maitland
Copywriter: Zander Williment
Agency Producer: Claire Bisset
Senior Account Director: Hanne Haugen
Synopsis:
Extra wanted to give upcoming artist's their 'Time to Shine'. So, Clemenger BBDO, partnered with 4 of Australia's biggest artists and transformed the pre-roll ads before their music videos into digital support slots. Essentially, replicating the concert experience online. Where you'd normally see an annoying ad you'll now see a live performance from an emerging artist who's been endorsed by the artist you were searching for. User engagement will be used to judge the performances. The acts that retain the most engagement within the pre-roll performance will go on to win - the longer you watch, the more you vote. 16 individual music videos. 60+ pieces of content. The digital campaign was also supported by street posters.