Monster's Calling Home
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After making a music video in their Hondas, we gave MCH something to call home about. Their incredible story unfolds as they get the surprise of a lifetime in this Cannes-winning, 8-month-long social experiment.
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We contacted the band and spotlighted them in a video we created. Their manager was our mole, and he knew the endgame. We just needed to keep it from the band, so as not to spoil the surprise.
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After several months, we set them up to play a Honda dealer convention in a giant room in Hollywood, but by design, only a few people showed up. The actors we had planted.
This show was fake, and the real performance happened in 2 hours, as musical guests on Jimmy Kimmel Live
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It worked, as the band debuted at #1 on Billboard Folk and was #46 on Itunes charts, beating Justin Bieber.
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The Awards
Cannes Lions - Bronze Lion
Shortlist (Branded Content & Entertainment Lions)
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Communication Arts - Advertising Annual (Non-Traditional)
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National ADDY - Silver (2)
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ADDY (LA) - Gold, Silver (2)
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ThinkLA Interactive Awards- Best Interactive Campaign of the Year,
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ThinkLA Interactive Awards- Best Video Campaign
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Word of Mouth Marketing Association "Driving Engagement Award" - Best Social Campaign
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Digiday Video Awards Finalist -
Best Social Video Advertising
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IAB MIXX Awards - Silver
Adweek - #1 Ad of the Week
The Video that Started it all
Getting to know the band.
Guillermo tells the story in a fairytale format
The performance on Kimmel.
Case Study
We worked closely with Kimmel's team to pull off without a hitch.
Waiting for the band to arrive at Kimmel
In their dressing room, performing in 2-hours.
The dressing room at Kimmel has a few stories, including this one.
It was 8 months of nail-biting, but we were here.
Making new fans.
The stage was filled with fans, clients and a very happy band.
We updated our social networks to promote the band.
We used mobile-first, Pandora ads to drive listens.
Their album went to 46 on itunes, ahead of Justin Bieber and Kanye.
Billboard debut at #11 on Folk.
The impact of this humanity-based storytelling was felt everywhere.
The experiment worked. Somehow, we pulled it off.
