Music. See What It's Made Of.
Billboard Brasil2010
Music. See What It's Made Of. is a 2010 magazine advertising campaign for Billboard Brasil, created by AlmapBBDO.
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The line
Music. See what it's made of.
Why it works
From a distance the ads are portraits of Bono, Eminem, Amy Winehouse, Britney Spears and Marilyn Manson. Up close, each face breaks into a mosaic of tiny single-colour pictures of the artists who shaped that star, with a wink hidden in the mix: Eminem is built from Ice-T, Run DMC and LL Cool J, but also Vanilla Ice. AlmapBBDO spent six months researching the influences and the images, and illustrator Marcos Kotlhar wrote software to place every tile. It is studied as a near-perfect fit of form and message for a magazine that trades on musical knowledge: the line "Music. See what it's made of" is proved by the picture itself. The campaign won the Press Grand Prix at Cannes in 2010, after the jury's first choice was disqualified for having been entered before, and went on to collect D&AD Yellow Pencils. AlmapBBDO was later named Cannes Lions' Agency of the Decade.
Techniques
- Visual metaphor Star portraits that break up close into tiny pictures of the artists who shaped them make the line about what music is made of literally visible.
- Ethos Carefully researched influences, down to a wink such as Vanilla Ice inside Eminem, display the deep musical knowledge the magazine trades on.
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