“Black Titanium” is a ridiculous name. It could be a super villain. A fancy cologne. Even a heavy metal band. But it’s none of those. It’s a Scratch-Off game from the New York Lottery.
So we created a campaign that defined what Black Titanium is, by making fun of what it isn't.
Black Titanium sounds like the name of a heavy metal band, so we created one. We put a fake band on Spotify with a fake EP and drove traffic with real Spotify artist ads. When people got to the band page, they learned "Black Titanium" wasn't a band at all. And the songs were actually balls-to-the-wall ads that fucking rocked. Judges at the One Show, Clios, and ADC thought so, too.
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2021 Clio Silver - Copywriting, Digital/Mobile/Social Craft (2021) – Campaign
2021 Clio Bronze – Streaming/Downloadable Content, Audio (2021)
2021 Clio Bronze – Copywriting, Audio Craft (2021)
2021 Clio Bronze – Music Audio Craft (2021) – Hot Cash
2021 Clio Bronze – Sound Design, Digital/Mobile/Social Craft (2021) – Campaign
2021 Clio Shortlist – Audio, Branded Entertainment & Content (2021)
2021 Clio Shortlist – Music, Audio Craft (2021) – Campaign
2021 Cannes Shortlist – Social – Social Content Placement (2021)
2020 One Show Silver – Digital Craft: Visual & Audio Craft/Music
2020 One Show Silver – Mobile: Craft/Writing
2020 One Show Bronze – Interactive & Online: Craft/Writing
2020 One Show Merit – Digital Craft: Visual & Audio/Sound
2020 One Show Merit – Experiential & Immersive: Craft/Use of Sound
2020 One Show Merit – Experiential & Immersive: Innovation in Experiential
2020 ADC Bronze – Digital Copywriting
2020 ADC Merit – Social media wildcard
2020 One Show Merit – Radio & Audio: Innovation
2019 Epica Bronze – Branded Content/Native Advertising
2020 Webbys – Best Launch Nominee
2020 Webby’s Mobile Campaign Nominee
2020 Webby’s Media & Entertainment Honoree
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Campaign Live, Creativity, The Drum, Muse by Clio, Shoot Online, Metal Injection, Metal Insider, Metal Sucks