Faith Hill
What could happen if you launched an album's lyrics before its recorded songs and asked people to openly interpret them?
Campaign:
Anticipate. A concept for the launch and life of Faith Hill's upcoming album
Integrated campaign video
Six weeks before Faith’s album is released, the website anticipatefaithhill.com would launch the album’s lyrics. Visitors would be able to download a song booklet, but also record and submit their covers, created by mouth or by hand.
We gave song lyrics from Faith Hill’s previous album Fireflies to friends at school. This is what they created.
Faith Hill lyrics: "Sunshine and Summertime"
Talent: Emily Lacey
Faith Hill lyrics: "If You Ask"
Talent: Jarrod Higgins (voice) and Will Decher (guitar)
In addition to the website, out-of-home recording booths in urban shopping malls would collect spur-of-the-moment covers. A PR push would also start the campaign and land Faith on talk shows like Ellen, where instead of being the musical guest performing, she would be the musical guest listening to Ellen’s cover song.
When the anticipation finally comes to a crescendo and the album is released with Faith’s voice and accompanying music, in-store listening stations and online players would allow fans to compare Faith’s versions to what the public created.
The best lyric creations could be integrated into Faith’s tour as merchandise, set design and opening acts. Faith could even cover her own covers. By sharing the same set of lyrics with the world, Faith would elevate her album launch to a higher level of excitement and engage a wider audience of fans. GreenLight called the idea “brave” and is working with its possibilities for the future.
AD: Alyssa Collis, Alex Haglund // CS: Kelly Foss, Justin Gamero // CBM: Meg Ingraham // CW: Natalie Hammel, Brad Getty // CT: Maureen McFee
Campaign:
Anticipate. A concept for the launch and life of Faith Hill's upcoming album
Integrated campaign video
Six weeks before Faith’s album is released, the website anticipatefaithhill.com would launch the album’s lyrics. Visitors would be able to download a song booklet, but also record and submit their covers, created by mouth or by hand.
We gave song lyrics from Faith Hill’s previous album Fireflies to friends at school. This is what they created.
Faith Hill lyrics: "Sunshine and Summertime"
Talent: Emily Lacey
Faith Hill lyrics: "If You Ask"
Talent: Jarrod Higgins (voice) and Will Decher (guitar)
In addition to the website, out-of-home recording booths in urban shopping malls would collect spur-of-the-moment covers. A PR push would also start the campaign and land Faith on talk shows like Ellen, where instead of being the musical guest performing, she would be the musical guest listening to Ellen’s cover song.
When the anticipation finally comes to a crescendo and the album is released with Faith’s voice and accompanying music, in-store listening stations and online players would allow fans to compare Faith’s versions to what the public created.
The best lyric creations could be integrated into Faith’s tour as merchandise, set design and opening acts. Faith could even cover her own covers. By sharing the same set of lyrics with the world, Faith would elevate her album launch to a higher level of excitement and engage a wider audience of fans. GreenLight called the idea “brave” and is working with its possibilities for the future.
AD: Alyssa Collis, Alex Haglund // CS: Kelly Foss, Justin Gamero // CBM: Meg Ingraham // CW: Natalie Hammel, Brad Getty // CT: Maureen McFee