Research in Motion has linked up with U2′s 360 Tour with an online campaign and a television commercial featuring U2 performing “If I Don’t Go Crazy Tonight”. The Blackberry site dedicated to U2, www.blackberry.com/u2, is promoting the imminent release of a mobile album by U2.
The commercial shows the band performing performing I Know I’ll Go Crazy (If I Don’t Crazy Tonight), from the album, “No Line on the Horizon”. The ad finishes with the perspective of a Blackberry App World application and a link to www.blackberry.com/u2. It could be said that the promo has some similarity to Mark Romanek’s short music video for Coldplay Viva La Vida, filmed to promote Apple’s iTunes.
Click on the image below to play the video in YouTube (HD)
Matt McGee at atu2.com speculates on the nature of the new U2 application/tool, suggesting it will have five sections: Album (No Line On The Horizon), News, 360 Tour, Who’s Listening, and Gallery. It appears that fans will be able to listen to the album, watch U2 music videos, view and share photos, read news from U2.com, and even see other Blackberry users on a stadium map during U2 concerts.
The U2 campaign was developed at Arc Worldwide, Chicago, by creative directors Jim Paul and Dan Capuli, executive copywriter Melinda Roenisch, art director Justin Tillich and senior producer Nicky Furno.
Filming was shot by director Alex Courtes via Partizan with executive producer Sheila Stepanek and producer R. Stephen Mohammed.
Visual Effects were developed at MassMarket, New York, by executive producer Rich Rama, producer Mariya Shikher, lead Flame artist Nick Tanner, Flame artists Julian Ford, Aska Otake, Mark French, Tim Farrel, Joe Vitale, Jesper Nybroe, Dan Boujoulian, designer Jon Saunders and Anh Vu, technical directors Joerg Liebold and David Barosin, model/texture artists Keith Kim, Jason Vega, Paul Liaw, previsualization artist Ian Brauner, Roto artists David Marte and Carlos Rosario.
Editor was Adam Jenkins at Union Editorial with executive producer Caryn MacLean.