• Loading…

Exercise Your Music Muscle

Award: Wood Pencil

Wood Pencil / TV & Cinema Graphics / Promotional Non-Broadcast / 2006

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.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again