Spikes Asia

We Keep You Alive

BBDO BANGKOK / ALIVE UNITED / 2024

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Overview

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Credits

Overview

Background

Alive United is new in a market of Photo stock, while big player are iStockPhoto, Shutterstock, Adobe.

Alive’s positioning is an exclusive online gallery who can make your works alive. How can Alive United place their

brand in consumer’s heart?

"Alive United introduces 'We Keep You Alive,' resurrecting Singha Musikapong's final song using 5,250 curated images and videos, crafting a unique collage art piece. The project seamlessly marries photos, handwritten lyrics, and dynamic effects. But the true emotional punch comes at the end: it's revealed that while all visuals are sourced from Alive United, they were hand-selected by Singha's closest friends and top fans. Additionally, the heartfelt handwritten lyrics in the video come directly from prominent figures like Thai rock star "Pae Slur", bands "Yellow Fang" and "Saliva Bastard", and Singha's own manager. For those familiar with Sqweez Animal, this is more than a music video; it's a nostalgic journey that sends shivers

Idea

"Alive United introduces 'We Keep You Alive,' resurrecting Singha Musikapong's final song using 5,250 curated images and videos, crafting a unique collage art piece. The project seamlessly marries photos, handwritten lyrics, and dynamic effects. But the true emotional punch comes at the end: it's revealed that while all visuals are sourced from Alive United, they were hand-selected by Singha's closest friends and top fans. Additionally, the heartfelt handwritten lyrics in the video come directly from prominent figures like Thai rock star "Pae Slur", bands "Yellow Fang" and "Saliva Bastard", and Singha's own manager. For those familiar with Sqweez Animal, this is more than a music video; it's a nostalgic journey that sends shivers down the spine."

Strategy

Phase 1, we successfully transformed 300 recruited artists into media ambassadors. Leveraging their social channels, they simultaneously posted a blank canvas with the caption, "This photo has moved to Alive." This effort had a significant impact within the Thai creative community.

Phase 2, Alive United faces competition from major players in the photo stock market. Our unique proposition is an exclusive online gallery that brings art to life. To establish a deep connection with our audience, we tapped into the nostalgia and love for "Sqweez Animal," a beloved Gen-Y Thai pop-duo. We capitalized on the untouched demo of their iconic guitarist, "Singha Musikapong,", who already passed away. By highlighting this song and rekindling the passion of its community, we position "Alive United" not just as a platform but as a curator of memories and a bridge between the past and the present.

Execution

We launch “We keep you alive” campaign, Bringing back the last song of Singha Musikapong.

The song was called “Insomnia”, because the artist has insomnia problem, so he imagine his

life throughout one sleepless night until morning, with a pun “I will wake up again”, people feel goosebump.

We’re using 5,250 images from our exclusive gallery to create this music video.

More than 200 artists were involved in this process.

We mimic the whole set of his house to create nostalgic memory, We also cast a person who look exactly like him.

In the end, we revealed that All imagery are from Alive United but selected by his friends and fans. Not just an image but they are the one who wrote a lyric in this music video.

Not only that we revived the last song of “Singha” but we also revived SQWEEZ ANIMAL community from the dead community too.

We received 401,318 engagement during this campaign.

5K Shares, 3 Millions free PR.

Alive United awareness rose by 55%.

New website registration increased by 75%.

After a week, we launch an exhibition to make an auction and fund raising to “Singha’s Music Foundation”.

And also the first time ever concert that play this song, Hundreds of Images were placing in this exhibition with hand writing lyric from his best friends and fans.

Outcome

We received 401,318 engagement during this campaign.

5K Shares, 3 Millions free PR.

Alive United awareness rose by 55%.

New website registration increased by 75%.