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Snapchat Music Video

basics
Industry: Alcoholic drinks
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
In 2017, Bacardi signed a partnership deal with electronic music trio Major Lazer. To announce this partnership in a way that would really stand out to Bacardi’s music-loving millennial audience, we used Snapchat to launch Major Lazer’s new single in an entirely new way.
Strategy
The format for music videos has remained the same for over 40 years. Most videos are still designed for TV. They are passive viewing experiences where the artist performs and the fan watches. To make an impact with Bacardi’s millennial audience, we needed a different approach. This is the selfie generation – who wants to be part of the experience, not watching from the sidelines. So, we reinvented the music video on mobile to make the viewer the star – in an AR Snapchat lens. Working closely with Snapchat, we pushed the normal length of a lens from 10 seconds to 60 – for the first time on the platform. Being in their own music video gave our audience instant bragging rights, creating a highly shareable experience on their favorite social platform.
Outcome
The lens had over 42 million plays, 29 years’ worth of playing time and 50 million earned media impressions. Most impressively, it had a 510% increase on average engagement time.
Execution
Using low-poly 3D graphics, we squeezed an entire music video worth of animation into the 4MB file limit, creating a fun narrative around the user’s face. Their face was mapped and magically came apart to reveal a portal to the tropical world of Bacardi and Major Lazer. Animation put the user on the stage with the band, flew them down a psychedelic tunnel and turned their head into a mass of speakers, all in time to the beat. Every visual element was mapped to the user’s face, making every video unique to the user.
CampaignDescription
We created a unique mobile music experience – the first music video in a Snapchat lens – a video that put fans in the starring role using augmented reality. This was the official music video for the band’s summer hit “Front of the Line,” and for 24 hours, it was the only place to hear the song. Using low-poly 3D graphics, we squeezed an entire music video’s worth of animation into the lens, taking users on a narrative journey unlike any Snapchat lens before.
credit
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Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Bronze Mobile
Technology > AR
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Excellence in Brand Integration & Sponsorships / Partnerships for Branded Content
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Talent: Digital & Social
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Fan Engagement / Community Building
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Use of Music Technology or Innovation
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Use of Branded Content created for Digital or Social
Cannes Lions International Festival of Creativity 2018
Shortlist Mobile
Social > Content for User Engagement
The One Show 2018
Merit Interactive
Interactive Video
The One Show 2018
Merit Mobile
Use of Technology / Augmented Reality (AR)
The One Show 2018
Merit Mobile
Mobile Advertising
The One Show 2018
Merit Mobile
Innovation in Mobile
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