Think You Can't Sing?

Brief

Richard Swan, director of the large choir London City Voices, needed to advertise his book which breaks the myth that most of us are tone deaf. The campaign needed to speak to as many demographics as there are genres. 

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Strategy

We focused on using the iconic image of lips to invoke the concept of music (such as Rolling Stones or Rocky Horror Picture Show) stylising each to represent a different genre, specifically Grunge, Rock, and Punk. The campaign was delivered digitally over social.

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Results

With a social campaign linked to Amazon, sales took off quickly and have been so strong that leading bookstores, such as Waterstones, are now stocking the book. More importantly, judging by the reviews, more and more people are discovering the singing voices they thought they never had.