Ad of the Day: Sony and Ogilvy headbang to heavy metal in Japan

Ogilvy Japan has partnered with Sony Music Japan to unveil Japanese electrocore metal band Crossfaith’s latest album

Ogilvy Japan has partnered with Sony Music Japan to unveil Japanese electrocore metal band Crossfaith’s latest album titled “Freedom” using an interactive site.

The site requires fans to headbang in front of the webcam to unlock live-streaming of an exclusive new track called ‘DiavolosI’. The moment a fan stops the headbanging movement, the music stops. Fans are also rewarded along the way with a long sequence of tantalizing visual effects that showcases the contemporary artwork of the album cover that morphs into a metal aesthetic.

The site’s API captures the varied prowess of the headbanging movement by rewarding fans with an artwork generated from the image-tracking algorithm and depending on how well they had done to successfully make it metal as the bragging rights.

Ajab Samrai, chief creative officer of Ogilvy & Mather Japan, said: “Traditional ways of promoting music albums just aren’t as effective anymore as it was in the past.

"In its place is a new era in which musicians blend art, advertising and technology in smart and exciting ways. That is why we created this unprecedented piece to help launch and propel the band’s new music."

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