Wrigley's Extra: Extra Support Acts

Extra wanted to give upcoming artist's their 'Time to Shine'. So, Clemenger BBDO, partnered with 4 of Australia's biggest artists and transformed the pre-roll ads before their music videos into digital support slots. Essentially, replicating the concert experience online. Where you'd normally see an annoying ad you'll now see a live performance from an emerging artist who's been endorsed by the artist you were searching for. User engagement will be used to judge the performances. The acts that retain the most engagement within the pre-roll performance will go on to win - the longer you watch, the more you vote. 16 individual music videos. 60+ pieces of content. The digital campaign was also supported by street posters.