1800 SECONDS
1800 tequila had credibility, but needed to stay at the forefront of culture to drive preference. To do this, we created the ‘1800 Second’s’ platform, a program geared towards true collaboration and creation in an effort to create and move culture, not just sponsor it.
We teamed up with hip-hop legend Future and seven artists on-the-rise to write and record a compilation album released on major streaming platforms. From producing a 10-minute stylized documentary and music videos, to creating the album art and advertising, we wanted to highlight the collaborative spirit of the brand and spotlight the artists’ self-discovery.
For the album launch, we implemented a social strategy that was rolled out across artist, influencer, and brand channels. Social media became the biggest source of traffic to the 1800 Seconds microsite thanks to ongoing organic posts by the artists.
We developed a unique visual language for the project with colour and branding elements that were utilized across the campaign, album artwork, POS elements, artist and influencer merch, film pieces, and stage graphics.
To highlight the artists and their work, we produced a concert in Future’s hometown of Atlanta. The event featured performances by all seven artists, as well as a headlining set by Future himself.
Results
566M media impressions and 30M earned social impressions, exceeding the 345M from last year’s program.
Campaign Components
Content strategy, branding, creative direction and execution
Hero doc and music videos
7 unique artist profile films
Social and digital toolkit
Print and POS elements
Experiential brand activation