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To celebrate the global release of Dizzee Rascal’s new and unexpected album - his first since 2013 we teamed up with label and management to deliver a digital campaign.

The campaign, ran for 2 weeks and combined both digital and physical elements but it was only in the final days that the public realised it was Dizzee Rascal and only in the final two days the album was announced. In a CCTV style live stream we brought the audience two features - a studio setting (later to be revealed as Dizzee’s actual studio) and locations of London with Dizzee in shot (but not clear or obvious who it is until later).

The campaign kicked off with a combination of fly posting & fake news - the audience were none-the-wiser as to who and what it meant. The final set revealed a combination of numbers, a code of sort which linked to a website. On that we created a 14 day live experience from Dizzee’s studio to locations around east London that have had a big impact in his life, as well as the moments reflected in his album.

Each day Dizzee draws from inspiration and as time goes on the wall begins to fill and with subtle clues (early adopters would get it). This is all interspersed with following him around locations around east that have had a big impact on his life as well as the album itself. We started at Belton Way where he grew up, to staring at Canary Wharf and the O2 arena from east river (a poignant message) and many others that where sentimental to him.

A release from Dizzee's socials got everybody tuning in at 2PM. Dizzee walks in to the studio, sits down and plays through the entire album in snippets. We then cut to two of the singles 'Wot U Guna Do' and 'Space'.