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Cheil Creatives Celebrate 10 years of Record Store Day

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Strange as it might be, given the relentlessly 'progressive' nature of our entertainment, vinyl records have never been more popular in 2017. Whether it's a natural push back against the comparatively soulless, ephemeral nature of digital music distribution or simply a desire to connect with something genuine, physical and unashamedly nostalgic, the great vinyl resurgence of the early 21st century is in full swing, and we can thank Record Store Day for helping to catalyse this wondrous (or terrible depending on your POV) renaissance.

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This year saw the 10th anniversary of the international movement, and to celebrate, creatives Senan Lee and Pansy Aung from Cheil London have created a campaign to celebrate the event by treating it as a legitimate birthday. Their work follows the success of last year’s poster campaign in Soho to support Record Store Day, also created by the duo. The event, which launched on Saturday 22nd April, celebrates a decade of supporting independent record stores. With this in mind, the team designed a campaign based around birthday celebrations.

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Witty lines and record motifs were printed onto balloons and given to shops and vinyl fans to show their support for the big day. An official poster was also created using the balloons and sent to every record store taking part. The team created the event’s new logo with designer Hamlet Auyeung. This was then subsequently applied to all new communications and a range of branded merchandise to raise money for the day. It's some bold work that perfectly captures the cool but inclusive nature of the movement, one which continues to grow apace with every year. Long may the great vinyl reign continue!

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Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK who somehow managed to spend just shy of £200 on Record Store Day this year.

Lee and Aung work at Cheil London, but their involvement with Record Store Day is a personal project and Record Store Day is not a client of the agency.

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