Our first project with Last.fm celebrated their 10 year anniversary — a data-rich fold-out poster, packaged inside a mixtape case. In the blink of an eye, this year marked Last.fm’s 20th anniversary. Again they came to O Street to help share 20 years’ worth of music data and create a one-off campaign style for Last.20.
Starting with the concept of ‘a glitch in time’, we created a new campaign identity, that was all about switching between the past and the present. It celebrated Last.fm’s music data from the archives of the early 2000s right up until today. Working with vibrant colours from the Last.fm palette, we developed a glitch pattern to be used across all campaign applications and a unique motion style for digital assets.
In a digital era, we know how much folk love a bit of post through their door — so a key part of the campaign focused on an exclusive press pack, sent in four parts, each celebrating a five year period of music and culture from the last 20 years.
We worked with Last.fm’s data team to bring the stories to life. Each pack included a bonus piece of custom merchandise in homage to cultural highlights from each period… embroidered patch for your denim jacket anyone?
The packs were a hit with Last.fm users and music press maestros alike, sharing insightful (and sometimes unexpected) music data from 20 years of Last.fm in an engaging and stylish way.
We took the campaign digital with a zippy series of motion assets and celebrated the same key pieces across socials, with huge reach. Overall the Last.20 campaign posts garnered 5.1 million organic impressions!
“As soon as I saw the Last.20 ‘glitch in time’ concept I loved it. Everything about this campaign celebrates Last.fm’s vibrant and rich history of music data and O Street have once again knocked it out the park; helping us share our data stories in a striking way!” — Matt Clark, Head of Marketing, Last.fm
