STARDUST FOR BOWIE

DDB BRUSSELS, Brussels / STUDIO BRUSSEL / 2016

CampaignCampaign(opens in a new tab)
Case Film
Supporting Images

Overview

Credits

Overview

Idea

We decided to give “starman” David Bowie his very own constellation. Together with the Royal Belgian Observatory we identified 7 stars in the form of Bowie’s iconic thunderbolt and named it ‘Stardust for Bowie'. The thunderbolt became the key visual of a digital mourning place, a microsite were all Bowie fans could upload their music in the universe with a personal message."It was not easy to identify the appropriate stars," says Philippe Mollet from MIRA. "Studio Brussels asked us to give Bowie a unique place in the galaxy. Referring to his various albums, we chose seven stars - Sigma Librae, Spica, Alpha Virginis, Zeta Centauri, SAA 204 132, and the Beta Sigma Octantis Trianguli Australis - in the vicinity of Mars at the exact time of his death. The constellation looks like an exact copy of the iconic Bowie lightning. "

Execution

Stardust for Bowie was launched one day after David Bowie’s death. In a few hours it became a mourning place for millions of Bowie fans. On in integrated platform, linked to Google Sky, everyone could say goodbye to David Bowie in their own way. By choosing their favourite song, writing a personal message, and adding it to a star within the constellation.

Results

Without any paid media, 200.000 people said goodbye to David Bowie on the website and we collected 1.1 million shares and comments on social media. Stardust for Bowie dominated the global press, accounting for a total of 13.3 billion impressions. (source:Talkwalker)

It gave fans a chance to say goodbye in their own way.

Strategy

It’s borderline impossible to properly pay respects to a musician as massive as David Bowie. Studio Brussels wanted to give David Bowie a fitting tribute: an own constellation. Along with public observatory MIRA, Studio Brussel registered seven stars in the form of Bowie’s iconic thunderbolt. Bowie takes on a symbolic place alongside the 88 existing constellations. The homage to the 'Starman' is linked to an online action "Stardust for Bowie" developed on Google Sky. Listeners and fans of Bowie can create a personal tribute in the Bowie constellation on www.stardustforbowie.be. Each visitor may assign a favourite song and leave a short personal text in the shape of a star.

Background

When David Bowie died, fans all over the world were in shock. Belgian radio station Studio Brussel felt it needed to give those fans a way to express and share their grief. Because of the intensity and multitude of reactions, we had to act quickly.

More Entries from Use of Social Data & Insight in Social and Influencer

24 items

Grand Prix
THE NEXT REMBRANDT

Financial Products & Services

THE NEXT REMBRANDT

ING BANK, J. WALTER THOMPSON AMSTERDAM

(opens in a new tab)

More Entries from DDB BRUSSELS

24 items

Gold
STARDUST FOR BOWIE

Media & Publications

STARDUST FOR BOWIE

STUDIO BRUSSEL, DDB BRUSSELS

(opens in a new tab)