Disonantes Records asked us to launch a new and promising rock band: YDKM.

But how do you launch a band when there’s a new one coming out very day?

You connect the band with the audience in a meaningful way.

And when 57% of your audience is unemployed, there’s only one way to be meaningful.

That's why we shot the music video with a crew composed only of unemployed young people.

Turning this into their first real job experience.

We turned an irrelevant music video from an irrelevant new comer, into the first real job experience for 11 hopeless unemployed graduates. And that way we not only bonded with these 11 people, but with their whole generation.

The project was perceived by society as a statement, that helped raise attention to this generation and its problems with the crisis.

Because this was not a fake attempt to win young people's heart: It was real.

On the project's website people could see their back stories and the key facts: that we had hired them, payed them Social Security taxes and a proper salary. And most importantly, the contact information for all of them in case someone wanted to hire them.

We know 11 unemployed people less didn’t make a difference to the statistics, but it sure did to them and to the band.

Just 1 week later, YDKM appeared in some of the most important media in Spain.

The music video was not only broadcasted on music TV channels, but was also highlighted on several news programs.

And only 3 months after the launch, YDKM went from playing in bars (in front of 50 people) to be chosen by Muse to open their Spanish tour this summer (35,000 people).