The ‘For You’ campaign tells the story of connection through music, it has a fully integrated content strategy, with multiple digital activations and touch points. It is the brand’s biggest campaign broadcast to date and includes bespoke for channel creative, a TikTok challenge and Spotify activation.

SPOTIFY ACTIVATION

To harness the multi-generational power of connection through music, a bespoke Spotify activation was built, letting each user explore decades of sub genres and tracks that influenced their favourite song - combined into a playlist.

TIKTOK CHALLENGE

Lava La Rue fronted the #VirginMediaSpeedMC TikTok popcorn challenge, seeing the audience try to rap the gaps. It launched with the support of creator/influencers and has seen 2.6B views to date. The challenge was soundtracked by Lava La Rue and Top Cat’s ‘For You’, which was later released on indie label, Marathon Artists.

To visualise the multigenerational narrative of the campaign and the energy of the 90s and 20s, film camera was used to create 3D stills, expanding the story and adding extra content for use across social.