Oasis/City of New York
Dig Out Your Soul – In The Streets
BBH New York
To gain buzz around the launch of their 2008 album Dig Out Your Soul in the U.S., British rock band Oasis employed a decidedly unusual strategy. Eschewing the usual marketing methods, they didn’t even play the music themselves, instead giving it to 30 street music acts in New York and inviting them to play it on the band’s behalf. The event was the brainchild of ad agency BBH in New York, and came about after then chief creative officer Kevin Roddy put out a request to the entire agency to expand their thinking when it came to ad ideas.