BBH New York Wins A Titanium Lion For 'Oasis Dig Out Your Soul'

Innovative album launch wins big at the Cannes Lion International Advertising Festival.

New York is thrilled to announce that their integrated campaign, "Oasis Dig Out Your Soul," took home one of the top prizes at the Cannes Lion International Advertising Festival when it was awarded the Titanium Lion.

"Oasis Dig Out Your Soul" was an integrated campaign that resulted from a partnership with Warner Bros. Music and BBH New York client, NYC & Company. BBH New York was approached by Warner Bros. Music and asked to help launch a new album by the legendary rock band Oasis.

The agency conceived of the idea of a reverse album launch and they arranged for Oasis to teach over twenty New York City street musicians the unreleased songs from their new album, "Dig Out Your Soul."

After learning the new songs, the musicians - all members of the Metropolitan Transportation Authority (MTA) Music Under New York Program - then took to the streets of New York to perform the songs while the acclaimed directors, The Malloys, documented the entire event.

The campaign fundamentally re-invented the album launch so that new music started out on city streets by design, rather than winding up there by happenstance.

"Winning a Titanium Lion takes me back to the first moment I heard this idea, and it confirms exactly why I was so excited by it," said Kevin Roddy, CCO of BBH New York. "Our NYC & Company client and Warner Bros. Music were incredibly brave to go forward with us on this idea and I am thrilled that their bravery was rewarded."

The "Oasis Dig Out Your Soul" campaign has had an amazing award season and the Cannes Titanium Lion joins The Grandy award, the Next Award from the AICP and a gold pencil from the One Show. The campaign won another major prize earlier in the festival when it was awarded a Gold Lion in the Outdoor category and a Silver Film Lion.

The success of "Oasis Dig Out Your Soul" is a result of the totally integrated nature of the campaign and the innovative use of social media and on-line tools.

Oasis fans were able to find the live performances of the street musicians thanks to a special page on the NYC & Company website that used Google Maps and Earth to track where the performances were happening in the city.

Fans were encouraged to film the street musicians using their own recording devices and to post the user generated content on a unique You Tube channel dedicated to the Oasis album launch.

The campaign was a huge success and helped the Oasis album debut at number one in the UK and number five in the US, making "Dig Out Your Soul" Oasis' first top 10 album in ten years.

"Oasis Dig Out Your Soul in the Streets" was the first HD documentary to debut on MySpace Video. The full documentary can be viewed at the following MySpace Video here:

Source: www.newswire.com

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