Virgin Digital-Richard Branson's online music subscription service-launches with an animated brand identity video that visually depicts the titles of more than a dozen songs. Letting predecessors explain the technology that make such products possible, agency Ground Zero decided to appeal to music lovers with a campaign that tests and expands their knowledge. "We kept talking about how the more you learn about music, the more you love it and want to find ways to use it," says copywriter Kristina Slade. "In that way, it's like a muscle, and so we had the idea of exercising your music muscle. The video is a call to arms to do so."
Client: Virgin Digital Agency: Ground Zero CD: Court Crandall CW: Kristina Slade AD: Rodrigo Butori Director: Brumpy Bolyston Executive Producer: Steiner Kiercy Animation: National Television Composer: Serena Ryder Sound Engineer: Kyle Schember