FIFTH HOUR THOUGHTS
CLIENT - Sony Audio & Home Electronics
DATE - December 3-4, 2024
PROJECT - Olivia Rodrigo x LinkBuds Event
ROLE - Senior Creative Strategist at SHADOW
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THE ASK -
Design an exclusive event to celebrate Sony's collaboration with Olivia Rodrigo, the GRAMMY®-winning singer/songwriter signed to Interscope Records. The event needed to align with the broader MTA-inspired LinkBuds campaign.
THE IDEA -
We wanted to bridge the worlds of underground music culture and New York's subway system, so we hosted an invite-only event on an abandoned subway platform, where guests could meet Olivia Rodrigo and experience her music through Sony LinkBuds.
THE EXECUTION - THE SONY UNDERGROUND WITH OLIVIA RODRIGO
The two-day, immersive experience brought together media, influencers, and fans to celebrate Olivia Rodrigo’s collaboration with Sony. Hosted in the abandoned wing of Bowery Station in New York’s Lower East Side, the venue was split into two levels:
Upper Level: A newsstand, merch booth, and a “obsessed” mosaic photo opportunity where attendees could capture their experience.
Lower Level: A dynamic, multi-sensory environment with video projections on the tracks, a DJ, a live violinist and portrait artists. Five custom-designed train cars offered unique interactive experiences, including an Amazon Music Listening Car where guests could engage with Olivia’s music using Sony LinkBuds.
PRESS -
Hypebeast, BizBash
THE RESULTS -
9.5M Impressions
345 Guests