Paradise

The agency for entertaining brands.

London, United Kingdom
Founded: 2014
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BBC
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be at one
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Ministry of Sound - The History of Ministry

by Luke Jekyll

Paradise London is proud to present ‘The History of Ministry’ – an inspiring, nostalgic and branded piece of long-form content documenting the history of one of the worlds most iconic brands; Ministry of Sound.

Synopsis of film

The documentary rattles through 20 years of clubland tales, label highs and disruptive behaviour from 1991 through to the present day, and opened the long awaited ‘Annual Classical’ live show on Saturday 26th January 2019 at The Royal Festival Hall on London's Southbank.

The film follows the story of Ministry of Sound co-founder Justin Berkman and links through 10 different DJ's all telling their version of the story simultaneously. The documentary weaves between historic club footage, split-screen styling of club imagery, contemporary b-roll of the club and a fully animated timeline that takes the user back through the years.

The documentary explores the history of The Annual, the club and features never before seen footage.

Objectives/brief

A documentary-style short film to tell “The Story”; Ministry of Sound, the reason behind setting up the club, the label and the journey to creating The Annual told by the founders, influencers, resident DJs, and the album Mixers. The Documentary needs to include key influencers such as Lord James Palombo (Co-founder), Justin Berkmann (Co-founder), Humphry Waterhouse (Co-founder), Lohan Presencer (Chairman), Hecktor Dewar, Boy George (DJ), Judge Jules (DJ), Tall Paul (DJ) & Paul Oakenfold (DJ).

The core messaging should touch on why Ministry of Sound, the club, the label and the Annual Album was founded. It should showcase how Ministry of Sound remains the biggest global dance brand, and position these core messages of importance to the target audience.

Results

The documentary opened a sold-out ‘Annual Classical’ showcase on Saturday 26th January 2019 at Royal Festival Hall on London's Southbank to an audience of over 3,000. The film bring the audience together before a 50 piece orchestra take the stage and perform classical version of huge club hits.

The documentary was then commissioned to open the remainder of the Annual Classical Nationwide tour to over 20,000 adoring fans.

The documentary was featured as teaser content for Classical FM.

The documentary received personal compliments from both the brand and featured DJ’s.

Show and documentary notifications and reviews in Evening Standard and multiple show websites and press.

Tags

music promotion
Story creation
Story Telling
Content Creation
Documentary
Brand Activation
Brand advertising
Storytelling

Clients

Ministry of Sound