3 Artists 1 Song
3 Artists 1 Song
Converse:
My Drive Thru
3 Artists 1 Song was the musical, video, viral, and digital execution of "Connectivity." The idea was simple: take three artists from different genres that would otherwise never collaborate and make original music. The first was a collaboration between Pharell, Julian Casablancas (The Strokes), and Santigold called “My Drive Thru”.
The song went viral. The video did too. And most importantly: Converse was mentioned everywhere. Arguably, no brand has ever executed branded content in this way, with this level of success, with this amount of respect within the music industry and with fans of music and fashion alike.
3 Artists 1 Song
3 Artists 1 Song
Converse:
All Summer
The second 3 Artists 1 Song was “All Summer” featuring Kid Cudi, Rostam (Vampire Weekend) and Best Coast. It was amazing to make because “My Drive Thru” was a big hit that proved Converse could make credible awesome branded content.
Funny story - I saw Rostam at SXSW right after My Drive Thru dropped. Because I was a big fan, I asked if he’d make the next song with us. He was riding high on Vampire Weekend’s fame and (more or less) told me to go fuck myself. Six months later he signed on with us, we laughed about it, and made the awesome video below.
Kid Cudi was ridiculously late to every appointment he had with us.
Best Coast was an angel.
3 Artists 1 Song
3 Artists 1 Song
Converse:
I’m A Goner
“I’m a Goner” was #3.
Matt and Kim signed up first, and they were (and always are) a pleasure to work with.
Andrew WK is wearing all white in the hero image and video. He brought FIVE identical outfits of white jeans and white tees each with a different shade of Andrew WK dirt. Then he proceeded to enthusiastically and helpfully suggest which dirt level was appropriate for each of our shots. Not only that, he was an incredibly nice dude even though he looks crazy in the photos.
Soldier Boy is brilliant. This is when social media was first exploding and he and his boys had already cracked it in a way that us marketers were only beginning to grasp. In the time that it took us to set up two shots, his crew had already shot six videos in the parking lot with millions of views in real time.
3 Artists 1 Song
3 Artists 1 Song
Converse:
I Didn’t Know What Love Was
“I Didn't Know What Love Was” was the combination of Bernard Sumner (of New Order fame) and Hot Chip, plus at the last minute addition of some English beat makers named Hot City.
Bernard Sumner was one of the nicest, most humble rock stars I've ever met. He was stoked to be there, and happy to provide anything that we were looking for. He loved the concept and he delivered in music and performance.
Hot Chip was terrible. I've been a huge fan since their first singles, and even saw them at a tiny venue in London before they blew up. I was thrilled when Alexis showed up and then it all went south. He didn't want to be there, acted like he never saw the art direction, and was complaining to anyone who would listen. Plus, I think he changed T-shirts 20 times and they all looked exactly the same. Joe was a nice dude.
Hot City was lovely. But I was under the unfortunate impression that Alexis wouldn't let them do anything cause he just wanted to do a duet with Bernard. Thanks Alexis.
Awards
One Show: Merit (Integrated Branding)
Art Directors Club: Merit (Integrated Branding)
Effies: Silver