Sony Music Unlimited
ATL & Digital comms brand repositioning for Sony's music streaming platform; the service for all of us, not just the tech savvy music fans.
Back in 2013, Sony's Music Unlimited service had stiff competition. But by targeting those who may be new to the idea of streaming music as opposed to the digitally native, we helped Music Unlimited carve out its own celebratory, inclusive tone using footage and photos people had shared already on YouTube and Flickr.
Music is for everyone and while most of us may not know much about the latest hot bands - we certainly know what we like.
We scoured the internet to find authentic clips and photos of people in the moment, enjoying the music they love to create a very genuine feeling (and successful) campaign for the Australian market