ADC Awards
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Billie Eilish x Beat Saber
Agency Meta + Ingenuity / Los Angeles + Rock Paper Scissors / Santa Monica + Good Company / Los Angeles
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Category
Television / Film / Online Video / Online - Single
Annual ID
ADC101_ADV119M
About the Work
Inspired by the Hollywood 50’s theater new look of Billie Eilish album, this film features a coterie of her fans gathered in an old abandoned theater to play her new single, Happier Than Ever, on Beat Saber. As the rock ballad builds throughout, the fans strap on their Quest 2 to immerse themselves in the dazzling virtual world of Billie Eilish on Beat Saber, providing a graceful synchronized group choreography in the physical space and leave no beat unslashed. The spot is ultimately an invitation to all Billie’s fans to experience her music in a whole new way.
OUTCOMES
The goal of the campaign was to reach Billie Eilish fans (young women 18-24) and inspire them to experience Billie’s music in a new, kinetic music venue on Beat Saber.
At launch (9.21.21), the Billie Eilish music pack on the Meta Quest Platform had the highest first day sales of any music pack. And the pack’s first day purchase rate for female Quest owners (our core 18-24 Billie Eilish fan audience) who were new to Beat Saber was nearly twice that of male owners.
To drive home our message and further mobilize Billie fans to experience her music in Beat Saber, we hosted Billie’s Gov Ball set and premiered it in Horizon Venues (Meta Quest’s first party VR music venue). Of those who attended the concert and were existing Beat Saber players, over 40% purchased the Billie Eilish music pack!
2022 Awards
Total Points: 3
Merit Honor
Credits
Internal / In-House Agency
Meta
Production Company
Good Company / Los Angeles
Post Production Company
Ingenuity / Los Angeles
Rock Paper Scissors / Santa Monica
Artist
Billie Eilish
Artist Management
Best Friends Music / Los Angeles
Film - Audio Post Production
Model Citizen Creative / Los Angeles
Film - Colorist Post Production
Company 3 / Los Angeles
Music Track
Happier Than Ever
Record Label
Darkroom / Interscope Records
Social Agency
VMLY&R / San Francisco
Web Agency
JAM3 / Los Angeles
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