AVICII by AVICII is the album where the EDM superstar AVICII remixed his own songs from the album TRUE.
We created a concept where 4 creative Youtube channels made one video each in their own signature style. (Stop motion, Animation and Film.)
The campaign lived on its own site where all 4 video makers where presented and revealed during the course of the campaign. A simple blog on the campaign site encouraged people to learn more about the video creators and explore their best previous work.
By adding famous YouTube channels to the campaign we created an opportunity for the video to spread through new channels. AVICII fans and the video creators fans all wanted to see the final result.
The campaign added story and conversation and challenged the norm for how a music video for an A-list artist should look like.