AC/DC's target audience of 30-40 year old men use music to escape from the stresses and boredom of everyday life. Our brief was to reach this audience online and to provide them with "a genuine blow-out moment in these serious times". We breached corporate firewalls by rendering the video for Rock N Roll Train as ASCII art and displaying it directly in the cells of the spreadsheet, thus creating the world's first music video in Excel format. The results - worldwide press coverage on and offline, 1.5m YouTube views and 1m downloads of the spreadsheet.
Winner of the Advertising Campaign category at the Media Guardian Innovation Awards, Interactive CLIO, Silver Cyber Lion at Cannes, D&AD Nominated and In Book, LIA Gold (The ‘New’ Category), LIA Silver (Digital) & FWA Site of the Day.
Client: Columbia Records UK
Creative Directors: Phil Clandillon & Steve Milbourne
Developer: Svetozar Batoev