Cannes Lions

America's Musical Journey

BRAND USA, Washington D.C. / BRAND USA / 2018

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Overview

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Credits

Overview

Description

America’s Musical Journey is rooted in a simple idea: Americans take risks because we are a nation of immigrants. Out of that collision of cultures comes new ideas and art forms that redefine culture and embrace the thrill of experimentation.

The African-American son of Panamanian immigrants, Aloe Blacc’s own musical journey led him from rapper to singer and birthed his own distinct style and made him the perfect guide to showcase America's musical innovation.

Along this joyful tour of 10+ cities, audiences experience uniquely American adventures like paddle-wheel boating up the Mississippi Delta, flash mob dancing in Chicago, and skydiving with Elvis impersonators over Memphis in scenes shot exclusively for the giant screen.

The Academy Award®-nominated director weaves together all these images to create an immersive experience of American culture and creativity with a soundtrack that showcases the national passion for musical innovation.

Execution

Embarking on an expedition that follows the beat of America’s trailblazing spirit into inspired creative territory, Brand USA began creating America’s Musical Journey two years ago. Aloe Blacc traveled with the film crew to more than 10 of the most iconic cultural U.S. cities, uncovering America’s rich musical heritage – from New York and New Orleans to Chicago, Detroit, Miami and more.

On February 15, Brand USA hosted the film's world premiere at the Smithsonian National Air and Space Museum in Washington D.C., followed by its global release at Smithsonian National Museum of American History. The film will continue to run indefinitely at the Smithsonian National Museum of American History's Warner Bros. Theater.

The film is currently playing in IMAX theaters in 19 North American markets, with plans to reach 100 markets globally within two years.

Outcome

In two months since its release, America’s Musical Journey is playing in 19 major North American markets, with plans to reach 100 markets globally – on pace with its first film, 2016’s highest-grossing documentary film, National Parks Adventures.

Awarded “Best Audience Recommendation Film” at the 2018 Beijing International Film Festival, the film has garnered positive reviews and secured massive media coverage from top-tier publications: New York Times, CNN, Rolling Stone, Travel Weekly, Cheddar, Associated Press, Variety, Press Association, CNBC, Xinhua, Press Trust of India, The Australian, Forbes, El Economista, HuffPost Mexico, the Sun UK and more. There have been more than 167 articles published worldwide – in the U.S., UK, Australia, China, India, Mexico, Brazil, Canada, Australia and more, over 556 million earned media impressions and 47 million worth earned media value. A number expected to exceed seven billion impressions within the year as the film starts showing internationally.

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