Kaiser Chiefs

Universal / W+K

All killer no filler. Working with the Kaiser Chiefs, Universal Music and our friends at W+K London we’ve created the world’s first filler-free album, and snapped up more awards that you can shake a stick at. For the launch of ‘The Future is Medieval’, we gave fans the chance to create their own version of the album, sell it on to their friends, and earn a £1 kickback for every sale.

Have a go

Rather than a soulless download from iTunes, The Future is Medieval site allowed fans to select their favourite 10 tracks from a choice of 20 using a playful Victorian steampunk interface, create their own artwork and download their own custom album. 

Every fan creating an album could advertise it for sale to other people and receive a pound from the proceeds when anyone buys it. Our job was to make this exciting and groundbreaking idea happen - and make it an easy and enjoyable experience for fans.

From tech consultancy to scoping, from customising ID3 tags to facilitating kickback micro-payments via Paypal: we did it all.

There were over 101,000 unique visitors to the website in the first 24hrs of launch, and the fans loved it. It seems the industry loved it too. 

So far we've won an Adobe Max Award in the ‘Disruptive Design’ category, two Grand Prix awards for 'Best Creative' and 'Creativity in Social Media' at IAB's UK Creative Showcase, a BT Digital Music Award for 'Best Artist Promotion', a Silver at The Lovie and Campaign Big Awards for the Music Category, and at The Creative Circle Awards we picked up Gold for 'Best Digitally Lead Campaign' and Silver for 'Best site/microsite'.

Most recently, the campaign won a D&AD Yellow Pencil in the 'Digital Solutions & Use of Social Media' category! And Kaiser Chief's featured in the Creative Review Annual: a showcase of the year's best design and advertising.

There are projects where what we create amazes users, and there are projects where incredible tech works invisibly in the background. In this case, the leg work really was behind the scenes. The press loved it, and many fans ended up buying 2 albums each to get the full set of 20 tracks. To quote one fan on Twitter: "Mind. Blown."