Sector: Youth Marketing

Challenge: Anti-smoking geniuses the Truth needed to hip up their musical quotient for their Sunny Side of the Truth campaign. The tunes written for their TV spots were great, but needed a musical facelift to encourage long term interaction and a greater relevance to their target market, teens.

Solution: We plugged the Truth into the world of electronic music and hip hop, using the latest digital distribution methods. We proposed remixes of their original source tracks and brought in show-stopping DJs and producers to participate.

Execution: We produced 10 original remixes of the source tracks by some of today's major remix pros, including Diplo, Kaskade, Pete Rock, Z-Trip, Mix Master Mike of the Beastie Boys, Cobra Starship, DJ Spooky and Kenny Dope.

Most notably, we built the Truth a complete digital distribution platform: free downloads distributed to over 2,500 blogs and tastemakers, video podcasts of behind-the-scenes artist interviews, branded CDs at Truth events and tours, a remix contest using the pros stems, widget-based social network apps and an online media player, in addition to selling the remixes on iTunes.

Results: In short, we turned the Truth into a record label. We created engaging content, distributed it physically and digitally, facilitated a targeted press campaign, and, most importantly, placed their altruistically crucial message in front of the right audience.