At AKQA, we turned the British Summertime festival into a musical extravaganza to discover the UK’s musical DNA.

Working with Blink, we created 24 distinct dancers that represented 12 musical styles. We then ran a music quiz on Buzzfeed, to discover the nation’s “musical DNA” – creating weird musical hybrids, reflecting their answers.

People could then share their dancers on social, or in our virtual Hyde Park – where they could dance their hearts out to 12 custom tracks. There was even a popup at the actual Hyde Park, so festival goers could create their own dancers, in between seeing the bands.

Awards

Lovie Awards - Silver

Campaign Tech Awards - 1 x gold, 2 x bronze and 1 x platinum