Keep Music Live OOH Campaign

THE OPPORTUNITY:
The loss of the independent music venues in Washington state will have a devastating effect on the local arts and entertainment industry, and Washington’s historic music culture. Small stages are where artists and industry professionals get their start, and where local communities come together to celebrate life through music.

Keep Music Live is a COVID-19 relief fund, whose mission is to save hometown, community-based music venues, with the capacity of fewer than 1,000 guests.

THE OBJECTIVE:
Develop an attention-grabbing launch campaign including naming, logo, brand guidelines, and strategy to drive engagement, PR, and donations.

THE OUTCOME:
In addition to designing the logo, brand guidelines and leading the creative effort to name the organization, we created an eye-catching, DIY out of home campaign that helped announce the initiative.

Installed on 9 iconic venues across the state, the campaign evoked emotions about the potential loss of these venues by using OOH displays disguised as new construction signage. The displays gave passers-by a glimpse into a potential future, turning music venues into the types of generic businesses and developments that might very well replace the venues and permanently change the fabric of
the neighborhoods.

As a part of the identity development, we designed a visual language for all social channels, including info-heavy- slides heavily used and shared by individuals, venues, and artists

THE RESULTS:
The campaign resulted in the following outcomes:
200%+ spike in social media followers across all platforms
25+ earned media hits, geographically and outlet diverse
Influencer engagement on social media including Neko Case, Tom Colicchio, Sir Mix-A-Lot, Fleet Foxes, Allen Stone, Minus the Bear, Odesza, and The Seattle Kraken.
Multiple brand sponsorships, including a limited-edition beer from Elysian directly benefiting the campaign.
And most importantly, 77 venues across WA State were awarded relief grants in an effort to Keep Music Live in Washington.