WHAT:
Spec advertising campaign, including OOH and experiential physical exhibit
WHO:
SoundCloud
CHALLENGE:
Re-establish SoundCloud as a go-to music platform promoting discovery and user curation
100% Chance of Discovery
Bringing SoundCloud back to its roots, this ad campaign highlights the experience of discovering new music and artists. Out of home designs advertise SoundCloud while serving as AR triggers guiding visitors to ‘SoundCloud Out Loud,’ a SoundCloud experiential center and installation. The center would combine the ease of listening to music digitally with the aesthetic and physical engagement of a record store as visitors walk through exhibits scanning records and tapes to listen to songs. The center would highlight big artists that started on SoundCloud, such as Billie Eilish, as well as breakthrough indie artists.
Mockups of AR triggers guiding users to the SoundCloud Out Loud interactive exhibit
3D model of SoundCloud Out Loud interactive exhibit
Print label design for Billie Eilish "Ocean Eyes" first published on SoundCloud
Mockup of print label for tape cassette visitors can scan and listen
