Guardian unveils ‘6 Songs of Me’ campaign with glue Isobar and BBH
The Guardian has unveiled a digital campaign, entitled ‘6 Songs of Me’, to help promote editorial music coverage over the summer.
Created by glue isobar, with advertising by BBH, the campaign allows users to create a personal playlist featuring the six most significant songs from their life so far, including the song that takes you back to your childhood and the song you want played at your funeral.
After creating your playlist, the web app will display relevant Guardian editorial content based on the song selections.
Richard Furness, director of brand & engagement at Guardian News & Media, said: "Music is a perfect promotional vehicle for the Guardian. It’s a key interest area for our progressive audience and also a subject in which our editorial team lead the way in both quality and breadth of coverage. Six songs of me builds upon our 'Whole Picture' brand proposition in an innovative and engaging way, and we look forward to learning more about the world’s playlists."
The campaign, planned by PHD, will be supported by media activity including digital, radio, consumer press adverts and outdoor including a creative takeover of London’s Barfly venue during August.
Penny Herriman, CEO of glue Isobar, said: “We’re really excited that this is our first major campaign for the Guardian since our appointment as lead digital agency. It’s simple, bold, shareable and a unique way of amplifying the Guardian’s Whole Picture proposition.”
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Isobar
Isobar is dentsu’s global creative agency focusing on building a differentiated offering around Strategy and Innovation, Product and Experience, Brand Design &...
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BBH
Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...
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