The Shorter Side of =
To promote YouTube's new short form video platform—YouTube Shorts, we created an unmissable, first-of-its-kind music moment by dropping Ed Sheeran's fifth album ‘=’ entirely as short form videos. Sheerios got to sneak a peek into all fourteen new tracks, before the official album launch in quirky Short music videos featuring Ed himself. We teased it with a twi-hour long livestream on YouTube featuring fourteen butterflies emerging out of cocoons, one representing each of the fourteen tracks.
Awards:
🥈Clio Music, Creative Effectiveness, 2022
🥈Clio Music, Public Relations, 2022
🥈Clio Music, Social Media, 2022
🥉Clio Music, Innovation, 2022
Press:
Rolling Stone, Billboard, Variety, Music Week, Music Ally, ETalk, The Sun, Daily Mail, Tubefilter, Life & Style, News24, Buzzfeed, Paper Magazine, Yahoo News UK and more
Created for:
YouTube Creative Studio
Created with:
Christian Haas (Executive Creative Director), Andrew Shaffer (Creative Director), Christina Whalen (Creative Director), Don Lee (Art Director)