The challenge was to create a campaign that targets the middle aged with contemporary dance music
My response was a campaign surrounding a conceptualised dance music app.
Blue Monday places the power in your hands,
using your interests first in order to guide your journey of discovery.
The aim is to connect the user with new artists,
using their influences to build relevant connections.
My main insight was that the middle aged are no strangers to this genre of music,
so I devised a series of campaign posters under the "No Stranger" tagline.
This allowed me to develop the Blue Mondays personality outside of the app.
The series plays with the double meaning of the phrase "no stranger"
and reflects how the brand pulls both the familiar and unfamiliar together.