Create the climax of an interactive PR campaign created by FOAM London, launching the new HURTS album, EXILE. Focusing on press, industry, and VIP guests, create a cult like ceremony, inspired by the interactive, voice-controlled app of the same name (also created by Reuben Feels and FOAM Agency).
Individuals received a strange love letter, a gold tape and a laundry ticket, thus begun the adventure into an appealing but dangerous world. The trail of clues led to a room in the vaults of Heaven on Hurts’ second album launch. There a beguiling creature named Valentina approached guests, they must have met her before, how else could she know so much about them? Valentina lead guests one by one to meet her ‘Brother’ Leon, a cloaked man offering ‘purgative juices’ and solemn advise.
They entered the Ceremony Room, cleansed their hands and joined a circle of cloaked, chanting, people. Our leader, Jon, silenced the chant with a glance. Guests were embraced into this new family, a place where old singular identities were replaced with a communal love, with Jon at the helm. They were then given a sacred book containing special scripture…HURTS lyrics.
As if nothing had happened, they left the Ceremony, returning to the crowds they watched Hurts’ triumphant gig with Jon’s words ringing in their ears ‘You’re one of us, we’ll be in touch’.
What have we learned?
1. Pop is exciting.
2. Hurts are amazing.
3. The end.