To draw the attention of young audience to the release of the new record On the Sun by the iconic Russian band Auktyon, we came up with the first ever album that can be heard and seen ONLY ON THE SUN. Two weeks before the official release we have issued an applications that starts playing back the new album when the smartphone camera is aimed at the sun.
We have used photochromic ink to print the album artwork: the design appears ONLY ON THE SUN and vanishes in shade. Thanks to the project, the Internet for the first time ever in the band's history turned out to be the main sales channel, while the record itself ended up being Auktyon's most commercially successful.
This professional campaign titled 'On the sun' was published in Russia in May, 2016. It was created for the brand: Auctyon Band, by ad agency: Great. This Digital medium campaign is related to the Music industry and contains 1 media asset. It was submitted almost 6 years ago.
Advertising Agency: Great Advertising Agency, Saint-Petersburg, Russia
Creative Director: Andrey Danskov
Art Director: Alexey Butakov
Digital Director: Ekaterina Startseva
Digital Producer: Eugenia Melnikova
Account Director: Viktor Donyukov
Head of Print Department: Irina Chudinova