Putting the Mariah Carey at the top of the tree, and the charts.

Role: Ideation, copywriting, creative development

All Sony Music wanted for Christmas was an interactive DOOH campaign that would boost standalone streams of Mariah Carey’s iconic festive hit.

We conceptualised and created interactive DOOH that challenged four UK cities to deck their stream-powered billboards. Using data from Spotify, cities where rewarded with decorations and lights for playing the track.

Dynamic data, time and location-specific copy encouraged more streams by calling out the progress of each city’s digital billboard.

Agency: Zero Degrees West