Sam Smith / In the Lonely Hour

Sam Smith

Creating the first ever live music ad break takeover to help drive the fastest-selling debut album of the year.

In the Lonely Hour

Polydor, Sam Smith’s record label, challenged us to use content innovation to help make a huge splash around the launch of Sam’s debut album.

So we created the first ever live music commercial break takeover. During a sell-out concert at the Roundhouse, as Sam sang ‘Stay With Me’, we broadcast the performance live to the nation during a 4-minute ad break on Channel 4, with a simulcast on Google Play.

Sam Smith / In the Lonely Hour / Live broadcast

A total of over 2m people watched the gig across all integrated channels, the press coverage generated was huge, and ‘In The Lonely Hour’ became the fastest-selling debut album of the year.

In partnership with: OMD, Channel 4 and Polydor.

Sam Smith / In the Lonely Hour
Sam Smith / In the Lonely Hour
Sam Smith / In the Lonely Hour

Our clients work with us because they are tired of the same old approaches producing the same old work. They come to us for something different. Here are some examples.

Estee Lauder - Alice LevineMcDonald’s / McCafe MomentsSuzuki / #IgnisAdventureChannel 4 / Together Against HateCoors Light / The Coldest of All TimeReal Techniques / The Power is in Your HandsHonda / Live broadcast takeoverEcover / Plastic AwarenessMaltesers / First dates and Forever DatesSam Smith / In the Lonely HourAndrex / Washlets