When Virgin EMI approached DIABOLICAL to promote Laura Marling’s fifth album ‘Short Movie’, we were very excited about the prospect. The challenge was to come up with a campaign that would not only be creative, but also provide social media content to generate talk-ability prior to the album release.
In response to the brief, we came up with a big idea that had not been done before – we decided to paint the town yellow, red and blue. The abstract album cover was just like a work of art, so much so that we decided to use this as the backbone for the campaign. The big idea was to turn five billboards around London into individual pieces of art – we’re talking large scale, live art. We searched high and low for five up and coming, local artists to create their unique and inspiring interpretations of the original artwork. The installations were filmed from start to finish, providing Virgin EMI with what essentially was a ‘Short Movie’.
The campaign generated buzz on London streets, and major music titles such as NME got wind of the campaign, creating a bit of a PR frenzy. The video footage captured, was used as content for the Laura Marling twitter feed to encourage interaction with her followers.
Check out our video below!