Sony Music Little Mix

A socially-fuelled experience that allows devoted fans to be part of their idols' evolution. Little Mix’s single, Woman Like Me, is an anthem dedicated to female empowerment. In anticipation of its launch, we worked with Sony to bring the message of the track to life, all the while surprising fans with an exciting reveal of the group’s sophisticated new look. Whipping the fan base up into a frenzy, we asked Mixers from every corner to share images and stories of all the amazing women who inspire them, and use the hashtag #WomanLikeMe with their post. Every user submitted image is pulled into an individual tile in the custom monochrome microsite. When revealed 157,000 tiles are used to create an interactive photo montage that, when explored further, pans out to give fans a first glimpse at Perrie, Jesy, Jade and Leigh-Anne’s new look. With over 10,000 images shared within a few days of the site launching, we created a permanent and ever-evolving mosaic, that not only enables fans to be a part of the band’s story, but also the growing buzz building up to their hotly anticipated LM5 album.