Torch Songs – songs that guide you out of the dark
Together with CALM, we saw an opportunity to provide a cultural
vehicle to carry the message of hope, as a way to start the necessary
cultural shift. Working with 12 prominent UK male artists, we asked
them to record and share the song that they feel leads them out
of their darkest moments.
In November of 2016 we launched the nationwide 360° campaign,
across OOH and social, and built a digital platform at torchsongs.com
to act as a meeting point for all campaign content, videos,
BTS content and resources.
Artists such as Frank Turner, The Vaccines and Years & Years
recorded their own tracks and shared the songs out across
their own feeds, asking UK males to share their torch songs,
with the call to action #whatsyourtorchsong
Calling upon our network we worked with famed music
photographer Andy Earl to create a series of iconic portraits
of the participating artists, whilst software developer and guru
Eoghan O’Keeffe created unique videos of generative visuals,
which reacted to the tracks.