Monster's Calling Home
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.
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.
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
It worked, as the band debuted at #1 on Billboard Folk and was #46 on Itunes charts, beating Justin Bieber.
Cannes Lions - Bronze Lion
Shortlist (Branded Content & Entertainment Lions)
Communication Arts - Advertising Annual (Non-Traditional)
National ADDY - Silver (2)
ADDY (LA) - Gold, Silver (2)
ThinkLA Interactive Awards- Best Interactive Campaign of the Year,
ThinkLA Interactive Awards- Best Video Campaign
Word of Mouth Marketing Association "Driving Engagement Award" - Best Social Campaign
Digiday Video Awards Finalist -
Best Social Video Advertising
IAB MIXX Awards - Silver
Adweek - #1 Ad of the Week