Fashionable breakups in 360°
The hub of the campaign was a music video where you could follow the rise and fall of three relationships. The video was an innovative merge of fashion, music and VR composed into a 360° format.
The dreamy soundtrack was called “Blue on Blue” and is a modern version of the Bobby Vinton classic. It was performed by the Swedish indie-pop duo Say Lou Lou, as a celebration of the beauty in romantic melancholy.
If you watch the video in YouTube’s app or in Google Chrome you can rotate the image, and watch the evolution of three relationships – from start to break up.
The heartbroken concert
As a grand finale of the campaign, we organised the very first heartbroken concert: a live performance with Say Lou Lou, especially dedicated to the broken hearted. So dedicated that you had to contribute with your own breakup story to get a ticket.
To take part of the competition, you had to post your breakup story – a story about your worst breakup – on the campaign site. The breakup story was then anonymously published on the site and transformed into a uniquely designed concert ticket.
The 360° video was the first of its kind in Europe. After only a few days it had over 300 000 views. Quickly it became one of Google’s most exposed cases.
The concert was widely spread in social media and in the target group.