BARCLAYCARD

Voice Your Support

This was a smaller project I worked on at B-Reel, but I really liked the thinking behind it and was pleased to realise it with the help of Art Director David Bonas and Creative Technologist Yi-Wen Lin.

The brainchild of Dare creatives Toby Burnett and Ben Steiner, it was part of a campaign to leverage Barclaycard's sponsorship of the Mercury Prize and help drive awareness of and traffic to the Barclaycard Unwind portal.

The idea was to celebrate the 12 best albums of the year (the Mercury Prize nominees) by allowing fans to 'voice their support' through Twitter on a specially created microsite.

Users could choose to leave one or more messages for the bands they thought had produced the best album, and why. These messages went through a loose profanity filter (this is the music industry we're talking about, so we were more lenient than we might have been with bad language) and each message was searchable.

Each artist had its own hashtag so that users could also choose to Tweet at a later time when inspiration struck them, simply by including the correct syntax.

The messages were then converted into voice, and the best were selected to be cut onto a vinyl record, which was presented back to each artist. I love the simplicity at the heart of the idea, and the fusion of digital with analogue.

This celebration of the now virtually bygone era of vinyl was captured in a specially created video we filmed, which almost hypnotically depicted how a record lathe traditionally etched grooves into a disc.

Voice Your Support

Naturally, as this campaign features Twitter at its core, it needed to be accessible via mobile, so we also built a simple web version to convey the idea and allow users to interact if they'd found out about the campaign from another Twitter link.