Wrigley’s Extra Gum transformed YouTube pre-roll ads into a talent show for upcoming Aussie musicians.
The program put pre-roll ads of 16 up and coming musicians ahead of music videos from big acts like Alison Wonderland, The Rubens and 360.
An algorithm then aggregated the number of views, likes and shares of their videos to determine which Support Act had the most engagement from music fans.
The Support Acts with the most engagement were crowned the winners and enshrined as Australia’s next big artists.
I creative directed this project before leaving Clemenger, so played no role in bringing it to life, but always hoped it would see the light of day. Full credit for the idea and execution goes to the creatives William Maitland and Zander Willament and the rest of the Clemenger team.