The brief was: what if your agency were a rock star?
We got together as a team to think about the assignment and quickly realized that instead of just picking a band to emulate, we could use the band metaphor to communicate a few of the things that make Digitas unique and successful.
First off, though we love technology and it's a key element of our craft (increasingly so every day, it seems), at its core, what we do is actually very primal, indeed, rooted in humanity's basic desire to connect. We always talk about how the first step in marketing today is joining the conversation- and that a brand's job is to create a conversation. So our video is all about people connecting with each other in a powerful, human way through music.
Second key point - it's not about being a rock star, it's about being a great rock band. Creating great marketing is a lot like theater and performing - it's all about small ensemble teams improvising around customer insight (or as we talk about it these days, people understanding).
I hope we win a lot of awards! And attract a lot of new band members who are ready to rumble.