Cannes Lions

"Faded"

SONY MUSIC SWEDEN, Stockholm / ALAN WALKER / 2016

Film

Overview

Entries

Credits

Overview

Description

THE WORLD OF ALAN WALKER:

-An audiovisual journey in the mind of a new artist.

-Based on the “Faded” lyrics, we set the video storyline in a dystopian environment where we find a character, alone in the world, constantly exploring and longing back to a place that he once knew.

MAIN ASSETS:

-The new single “Faded”, a vocal version of “Fade”.

-Three teaser videos for “Faded” music video.

-Main “Faded” music video.

-Artist and visual identity: logotype, apparel, graphics, communication, mood, and guidelines.

-Exclusive online platform with secret code for pre-release of “Faded” teasers and music video.

-Accompanying music video of orchestra performing “Faded” called “Faded (Restrung)”.

Execution

-The music video for “Faded” was the first chapter of Alan’s story, introducing the visual concept, Alan’s hidden identity and homage to the gaming community.

-To build hype, three teasers from the music video were pre-released. Each teaser presented different details. Combined the viewer could figure out that the upcoming single was a vocal version of “Fade”.

-Creation of exclusive platform for gamers: Each member received an identity number. On the platform, they could preview upcoming material before anyone else.

-“Faded” was released on December 4th on all digital music platforms and the music video on Alan’s YouTube Channel.

-We partnered with a number of Scandinavia’s biggest gamers to spread the video.

-Clips from the music video were predominantly used as marketing on Twitch and YouTube.

-In February, we released “Faded (Restrung)” with an accompanying music video, which was performed by an orchestra and filmed in a dismantled nuclear reactor.

Outcome

MUSIC VIDEO:

-200 million views on YouTube.

-High engagement level: over a million likes, 45.000 comments, and 1.2 million shares.

-Currently #3 on YouTube Music Global Top 100 (on chart for 9 weeks).

SINGLE:

-3 million singles sold worldwide (including 250 million streams).

-Most shazamed song in the world (for 7 consecutive weeks).

-Most shazamed track in Europe so far this year.

-Germany’s "most streamed track in a week" (3,69 million) ever and cracked Adele’s "Hello" record.

-8 billion impressions on Radio in Europe (#1 on European Airplay Chart for 4 weeks)

ALAN WALKER:

-The most successful breaking act of 2016.

-Established as one of the hottest new names within Electronic Music.

-Scheduled for a European summer tour at the biggest festivals in Electronic Dance Music such as Tomorrowland, Creamfields and Summerburst.

- YouTube following has grown 1900% to 800.000 subscribers.

- Facebook following has grown 1450% to 180.000 followers.

Similar Campaigns

4 items

1 Cannes Lions Award
Alan Walker - "Faded"

SONY MUSIC SWEDEN, Stockholm

Alan Walker - "Faded"

2016, ALAN WALKER

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