Lumia needed to increase awareness and shift brand perception across 6 key growing markets – the UK, France, Italy, Russia, Germany, and Poland. To do this they needed to be culturally relevant among a young audience to inspire and stimulate creativity. At the time Clean Bandit were a band on the rise and had massive appeal not only globally, but across all our key markets. Our idea was to use crowdsourcing to help create Clean Bandit’s next music video. The notion of crowdsourcing was massively relevant at the time and associating with influential YouTube creators provided Microsoft with extra reach and credibility.
