CLICK TO PLAY

Atlantic Records UK and James Blunt decided to turn the anniversary of his million selling No.1 debut album ‘Back To Bedlam’ into a cultural conversation piece via a novel and humorous content led campaign that brought together hardcore fans, the wider public and media both nationally and internationally.

If the album re-entered the charts at Number 1, he would legally change his name. To what? Anything the public want!

Working alongside Creative Director Daisy King and other Atlantic employees we ideated, seeded and reacted quickly with these pieces of content. Scripted pieces were collaborated on with Director and Writer Jack Howard.

Blunty McBluntface soared through to the lead and the public secured their winning name.

Thankfully James didn't go to Number 1, however the campaign was a huge success creating its own cultural moment in time around the album re-release with positive sentiment throughout and a total reach across social platforms of over 53 million views and 2 million likes and going on to win Music Ally 24 Best Catalogue Marketing Award.