Cannes Lions

THREE ARTISTS. ONE SONG

CORNERSTONE, New York City, Ny / CONVERSE / 2014

Case Film
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Overview

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Credits

Overview

Description

Branded Entertainment/Content is growing daily throughout the US. As a result, the challenge for campaigns utilizing branded content is to be able to cut through the clutter with a program that not only catches the interest of consumers, but subsequently engages them for the long term.

Execution

Converse’s Global Three Artists. One Song music series appeals to an array of consumers based on the track’s cross-genre appeal. Since its launch in 2008, Three Artists. One Song has grown exponentially, with this latest installment – ninth in the series – the most successful to date. 'Hero', featuring legendary rockers, Mick Jones & Paul Simonon; R&B recording artist, Frank Ocean; and acclaimed producer, Diplo, was released in March 2014. With the support of press, as well as the artists themselves, the track instantly racked up a record number of online streams, downloads, and media impressions—the most in series history.

Outcome

The commercial success of 'Hero' can be illustrated by the latest digital, social, and press results:

Global Media Coverage:

340 press hits

• Features in key outlets including Los Angeles Times, Billboard, Rolling Stone, GQ, MTV, etc.

314.7 million estimated impressions

$314.70 estimated media value

Tumblr:

18 million impressions

Soundcloud:

1.4 million plays

Facebook:

Lifetime Post Total Reach: 5,480,768

Lifetime Post Total Impressions: 7,836,645

Twitter

14,000 mentions

107 million impressions

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