The Beatles.
Trusted with the crown jewels.
21.5 million albums sold in the first year make ‘1’ the fastest selling album from 1999 to 2004.
Audience.
Love me do. Penny Lane. She loves You. Young or old. Whenever you hear these songs, they conjure up colourful images of flower power, miniskirts and one of the greatest eras in music.
Challenge.
So when the Beatles decided to return to the market and re-release their back catalogue, our challenge was how to help them exploit their universally appealing image, one last time, to excite a new generation whilst triggering the memories of original fans.
Insight.
There was one simple truth. Be true to the band and the imagery of the time. So we went back to the artists that worked with the band in the 60s – Blake and Hockney among others.
Result.
For 10 years, we enjoyed a truly special relationship as a creative partner for the band and the label. Hitting the right spot for consumers of all ages and nations generated massive commercial sales and '1' was number 1 in 32 countries.