'Download & Discover' is a brand collaboration betwen O2 Academy and www.fairsharemusic.com ("the ethical alternative to iTunes").
The online campaign aims to promote new bands and artists through a microsite that offers free downloads to users by signing up for free to www.fairsharemusic.com. Users are also automatically entered into a competition, giving them the chance to win a pair of tickets to an O2 Academy gig of their choice.
A balanced but original brand look and feel was designed to compliment both brands. The concept of fresh new music being released out into the open led to the 'hatching of a guitar' image. THis brand image was used throughout all promotional material, from banner ads to venue posters.
see the site here: www.fairsharemusic.com/o2