LIKE A ROLLING STONEOFFICIAL MUSIC VIDEO48 YEARS AFTER SONG RELEASE DIRECTED BY VANIA HEYMANN
CLIENT:BOB DYLANLEGACY RECORDINGS (SONY MUSIC)
OBJECTIVE:REIGNITE WORLDWIDE AWARENESS OF BOB DYLAN TO PROMOTESONY MUSIC’S BIGGEST BOB DYLAN CD BOX SET RELEASEINTRODUCE BOB DYLAN TO A NEW GENERATION OF TECH SAVVY CONSUMERSPOSITION BOB DYLAN AS STILL UP-TO-DATE WITH THE CHANGING TIMESCREATE A MULTICHANNEL INTERACTIVE MUSIC VIDEO FOR BOB DYLAN’S ICONIC SONG “LIKE A ROLLING STONE”
CHALLENGE:CREATING 16 FULL-LENGTH MUSIC VIDEOS OUT OF JUST ONE MUSIC VIDEO BUDGET
SOLUTION:ENCOURAGE SYNDICATED TV SHOW OWNERS TO PRODUCE A CHANNEL WITH THEIR OWN ASSETS, AS A TRIBUTE TO BOB DYLAN AND HIS TIMELESS TRACK.THIS WAY, CHANNELS WILL BE PRODUCED ON THEIR TIME, WITH THEIR CREWS AND THEIR SETS, ON THEIR DIME.
INCENTIVE FOR PARTICIPATION: ALIGN THEIR BRAND WITH THIS EPIC BOB DYLAN RELEASE. PARTNER ON A GROUNDBREAKING, INTERACTIVE PROJECT THAT WILL ELEVATE THEIR BRAND.
THIS APPROACH NOT ONLY MINIMIZED PRODUCTION COSTS BUT ALSO DRAMATICALLY SCALED THE SCOPE AND REACH OF THE VIDEO RELEASE.
RESULTS:PREMIERE ON MASHABLE56MM ENGAGEMENTS$17MM WORTH OF EARNED MEDIA WORLDWIDE 6,000 SHARES ON TWITTER45,000 SHARES ON FACEBOOKIT MADE THE MORNING NEWS - THE TODAY SHOW
Awards
Gold Lion for Direct Marketing: Digital & Social at Cannes Lions, 2014 Gold Lion - Use or Integration of Music at Cannes Lions, 2014 Gold Lion - Filmcraft: Direction at Cannes Lions, 2014 Gold Lion - Filmcraft: Writing at Cannes Lions, 2014 Bronze Cyber Lion - Interactive Video at Cannes Lions, 2014 TIME Magazine's #1 Music Video of 2013 Pitchfork's Top Music Videos of 2013 Vanity Fair The Internet "Thing of the Day" Two Creative Circle Gold Awards WoldFest Best Music Video of 2014 Webby Award Winner for Best Editing, 2014 Clio Gold Award for Branded Entertainment & Content, 2014 Clio Silver Award for Music Marketing, 2014 Clio Silver Award for Music Innovative Media, 2014 Clio Silver Award for Innovative Media, 2014 Clio Bronze Award for Digital/Social, 2014 Lovie Gold Award for Best Use of Interactive Video, 2014 Lovie Gold Award for Music & Entertainment, 2014 Mashie Award for Best Interactive Ad Execution, 2014 Mashie Award for Best In Show, 2014 UK Music Video Award for Best Interactive Video, 2014
“BRILLIANT” -ROLLING STONE“HYPNOTIZING” -FAST COMPANY“INTERACTIVE MASTERPIECE” -WIRED“INSANE” -PITCHFORK“MULTI-MEDIA WONDER” -INDIEWIRE“INCREDIBLE” -GAWKER“PRETTY IMPRESSIVE” -BUISINESS INSIDER“GROUNDBREAKING” -SHOOT ONLINE
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