ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Motion / Film / Gaming Craft

Billie Eilish x Beat Saber

Agency Meta + Ingenuity / Los Angeles + Rock Paper Scissors / Santa Monica + Good Company / Los Angeles

Client Meta Quest [fka Oculus]

Category

Craft in Motion / Film / Direction

Annual ID

ADC101_MOT016S

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: 21

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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