1 2
 
 
  • SUB CATEGORY :
    ILLUSTRATION
  • COMPANY ENTERING :
    R/GA SYDNEY, SYDNEY
  • TITLE :
    THROUGH THE DARK
  • BRAND :
    GOOGLE PLAY MUSIC
  • ADVERTISER :
    GOOGLE
  • AGENCY :
    R/GA, SYDNEY
  • EXECUTIVE CREATIVE DIRECTOR :
    HAMISH STEWART
  • CREATIVE DIRECTOR :
    MICHAEL ARMSTRONG
  • COPYWRITER :
    KATE ALLAN
  • SENIOR TECHNOLOGY DIRECTOR :
    JEFF DONIOS
  • ACCOUNT DIRECTOR :
    NATALIE BREND
  • SOCIAL STRATEGIST :
    JUSTINE CUSACK
  • MARKETING SCIENCES MANAGER :
    CORY NICELY
  • AGENCY PRODUCER :
    JULIA RUSH
  • FILM PRODUCTION COMPANY :
    EXIT FILMS, SYDNEY
  • BACKGROUND OVERVIEW :
    A COLLABORATION BETWEEN HIP-HOP LEGENDS HILLTOP HOODS AND GOOGLE PLAY MUSIC, THIS INTERACTIVE MUSIC VIDEO CAPTURES THE SENSE OF A WORLD TURNED UPSIDE DOWN, AS EXPERIENCED BY BAND MEMBER DAN SMITH AS HIS SON LIAM UNDERWENT LEUKEMIA TREATMENT. USERS NAVIGATE THEIR OWN PATH THROUGH TWO 3D ENVIRONMENTS (DARK REPRESENTING FEAR, LIGHT FOR HOPE) BY ROTATING PHONES OR MOVING A MOUSE, TRANSLATING A FATHER AND SON’S JOURNEY INTO A POWERFUL DIGITAL EXPERIENCE. THROUGH THE DARK ENGAGED FANS, DROVE TRIAL OF GOOGLE PLAY MUSIC IN THE CROWDED STREAMING MARKET, AND GENERATED DONATIONS TO A CANTEEN INITIATIVE HELPING YOUNG PEOPLE LIVING WITH CANCER ACCESS LIVE MUSIC.