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.
The Awards
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
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.
