March 2009
Brand communications agency Thinkfarm has designed the identity and launch campaign for the British Music Experience, due to open its doors to the public at its home in The O2 in Greenwich.
Thinkfarm has worked with AEG (owners and operators of The O2), the BME curators and Harvey Goldsmith on a launch campaign inviting music fans to 'C'mon Feel The Noise' at Britain's only permanent interactive exhibition of rock and pop music.
"An exhibition of this kind has to appeal to the broadest imaginable church of music fans, from punk to disco, mod to heavy metal, R’n’B to R’n’B...etc., and be as attractive to a teenage girl as her granddad."
"So when we hit on Slade’s fantastic 70’s song and lyrics, we stopped searching for better ways of describing the BME’s unique offer," said Mark Norton, creative director at Thinkfarm.
"Here was a song at the epicentre of British pop and rock with connections to glam Rock and Bowie, sideways to Led Zeppelin and Heavy Metal, backwards to ska and 60’s R’n’B, forwards to Oasis, BritPop and beyond. Luckily the BME were able to get direct clearance for us to use it from Mr. Holder himself."
"The campaign visuals build on this idea of ‘crossover’ by juxtaposing images of artists from different genres and different eras to give an idea of the breadth of the exhibition experience."
Thinkfarm designed the British Music Experience brand logo in early 2008, with the campaign identity designed in the last three months to match the overall look and feel of the visual identity.
Thinkfarm has been working with AEG Europe from the beginning of The O2 project back in early 2005, on brand strategy and implementation through to advertising and design.
The campaign launches this week with national press and online activity, and features on-site window displays in the Peninsular Square outside The O2 and an escalator poster campaign at North Greenwich tube station.
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