Billboard Yourself Made of Music
Billboard Brazil magazine was launched in October 2009 with an integrated campaign celebrating the influence of music and musicians. When taking a closer look at pixelated images of the likes of Marilyn Manson, Bono, Amy Winehouse and Lady Gaga, you’ll discover faces of the people who influenced each of the musicians. “Música. Entenda do que é feita” (Music. See What It’s Made of). Each ad features a colorful, pixilated picture of a pop icon, with a small bar graph in colors from Billboard’s logo showing what that icon is made of. Bono is almost equal parts Bob Dylan, David Bowie, Lou Reed and Mother Teresa, while Britney Spears is mostly Madonna, with a large dash of paparazzi. The face of the rapper Eminem consists of tiny icons Ice T, Run DMC, LL Cool Jay and Vanilla Ice. Amy Winehouse has a little Sarah Vaughan, Marvin Gaye, Billie Holiday and Sid Vicious. The campaign won a Gold Clio and has now won Grand Prix for Press and Gold for Outdoor at Cannes International Advertising Festival.
The campaign was explored in more detail on subway posters, with a touch panel allowing consumers to choose their favourite stars and then becoming stars themselves. The panel provided a chance for pedestrians to record their own photograph and incorporate their favourite singers in a picture hosted on the Billboard Yourself Flickr photostream.
The Billboard Yourself campaign was developed at AlmapBBDO, Sao Paulo, by chief creative officer/executive creative director Marcello Serpa, creative directors Luiz Sanches and Dulcidio Caldeira, copywriter André Kassu, advertiser’s supervisor Antonio Camarotti, planner Cintia Gonçalves, account supervisors Felipe Bartholomeu and Camila Figueiredo, art directors Marcos Medeiros and Danilo Boer, editor André Kassu, illustrator Marcos Kotlhar and typographer José Roberto Bezerra.
Art director Mark Medeiros and editor André Kassu chose scenes from video clips of the singers and musicians to be transferred to Photoshop, where the artists that form the faces were transformed into small images, each of one color. Illustrator Marcos Kotlhar developed special software to the icons in the right way to assemble the faces on the pages.