Kyoko Yonezawa’s One Show Pick of the Day is The Academic’s ‘The Live Looper’ via BBDO NY
Judging of The One Show and ADC 97th Annual Awards is currently underway in Punta Cana, Dominican Republic. Each day, they are posting a brief “Pick of the Day” video interview with a One Show or ADC Annual Awards jury member, where they tell us about one piece of work that really impressed them.
Kyoko Yonezawa, creative technologist at Dentsu Tokyo and One Show 2018 Interactive jury member, was more than impressed when BBDO New York exploited a Facebook Live glitch for Downtown Records’ band The Academic. The result was an infinitely looping and perfectly timed backdrop to the group’s “Bear Claws” performance, and a Pick of the Day vote from Kyoko.
“I’ve seen several musicians and artists hacking around technology to use it in a creative way, but I think this was my first time to see a person using a bug in a creative way…”
4 Comments
I’m not dissing the idea, it’s a really cool music video. But why is an advertising award show judging it?
I don’t care if an ad agency wants to make music videos, good for them. It’s just not advertising. I’m mean… really? Have we lost our way this much….? Why doesn’t anyone want to talk about the advertising parts of advertising?
Has the way we remunerate and reward our own created a housing market equivalent bubble around bullsh*t?
i get your point but have to disagree, music videos are one of the main ways artists market themselves. sure, it’s not a print ad or TV spot but how is it not advertising?
also, it’s a legit entry if it’s entered into an interactive/innovation category, being judged on the innovation of using technology to do something really new and different.
Yeah but, my point isn’t about what are new forms of communication and what is not.
Since when do we do the job of record companies? To give you a very close and good example that makes sense: Ok GO and s7 airlines created a music video. And it was Great! And it was clearly a paid partnership, awesome.
So to bring it back to this example, what is this advertising? Facebook’s crappy live streaming service?
It’s advertising the band and the song… having previously worked at BBDO NY, I know that this record label is a client of theirs.
This thing hit the front page of Reddit, and got the band’s total Spotify listens up more than 10x, creating a bunch more fans, and making a bunch more cash for the band and label in the process – if that’s not commercial creativity, I don’t know what is.