Ad agency Wieden + Kennedy - famous in the marketing industry for conceiving some of the world's most creative campaigns - commissioned WIREWAX to create a unique interactive music video for Portugal. The Man’s Billboard Chart-rattling, global hit track ‘Feel it Still’, which aimed to raise awareness around social injustice, equal rights and political causes that the artist believes are under siege in the world's current political environment.
As the music video plays, viewers are invited to ‘lean in’ to discover and click on 30 hotspots hidden throughout the video, adding them to a basket in the process. Each hotspot represents a particular cause or initiative for global good. Viewers can then dive into their basket (or ‘cause cart’) to take their involvement with the issues they’ve collected to the next stage with affirmative action.
The campaign was a resounding success, with more than 45% of the viewing audience interacting with the experience. On average, those viewers clicked on 19.75 hotspots, one of the WIREWAX platform’s highest ever engagement rates. There were over 31,514 click-throughs from the basket to webpages where the fight against injustice is being fought. And in an even more telling sign of campaign success, trolling, general antipathy and even death threats to the band from alt-right factions spiked sharply - a development they take personal pride in!
Fans were quick to praise the video and its interactive features on social media, with many comments mirroring those of @Gonçalo Guerreiro: ‘Wow. First I was "wtf?", then I couldn't stop tapping’