Part of the online digital music subscription market, Virgin Digital wanted to express the brand as being about music rather than technology, and they wanted to encourage consumers to ‘Exercise Your Music Muscle’ by interacting with pieces that felt like anything but an advert. So a non-commercial length animated video was created that challenged viewers to see if they could translate the images in the video into song titles. Fans around the world spent hours watching the video trying to decipher the visual metaphors. Though the piece was created with 39 song titles, viewers saw hundreds of additional songs that were completely unintended. They posted their answers with the video on their personal sites and pop culture sites like Google Videos, Gorilla Mask, YouTube, Stereogum, and iFilm.
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