The GRANDY award, the high point of the ANDY Awards show, goes this year to Bartle Bogle Hegarty New York’s integrated campaign, Oasis Dig Out Your Soul – In the Streets. The band’s seventh album, Dig Out Your Soul, was launched in 2008 through live performances on the streets of New York, news on Oasis fan sites, a documentary distributed globally on MySpace. New York City Tourism’s site nycgo.com offered fans a page where they could use Google Maps and Google Earth to find live performances. Fans were encouraged to upload their own videos of the performances to a dedicated YouTube channel.
“Dig Out Your Soul In The Streets”, the HD documentary launched on MySpace, follows the members of Oasis as they teach their songs to street musicians to debut songs from “Dig Out Your Soul” in New York. The street bands, part of the Metropolitan Transportation Authority’s Music Under New York program, performed songs from the new album over the two weeks before the official launch date.
Click on the image below to play the video in YouTube (HD)
The In The Streets campaign was developed for NYC & Company and Warner Brothers Records at BBB, New York by creative directors Kevin Roddy, Calle and Pelle Sjönell, account director Alex Lubar, group account director Chris Wollen and Shane Castang, head of broadcast Lisa Setten, director of business development Ben Slater, senior editor Mark Block, agency producer Julian Katz.
Filming was shot by The Malloys (Emmett Malloy and Brendan Malloy) via HSI Productions with director of photography Sam Levy, producer Dawn Rose, executive producer Rebecca Skinner, and editor Tim Wheeler (Three Foot Giant).