To celebrate the 20th anniversary of Fatboy Slim’s You’ve Come A Long, Baby, we began by focussing on the iconic cover star which everyone associates with this album and came up some creative activations to re-engage fans around Norman’s live dates that were scheduled at the beginning of the year.

Legend has it that the cover star has never been found so we came up with a ‘Missing Person’ poster campaign across London, Brighton, Barcelona and Berlin to find the fat boy, challenging the public to share their sightings of the cover star (and associated Fatboy Slim images –Fatboy DJing etc.) across social media using #20WhyTryHarder.

Alongside these missing posters, we also pasted life-sizeI’m #20 fat boy cut-outs randomly around London and Brighton to tie the poster campaign together and further encourage social media engagement.

To capture the hype and footfall around the sold-out (10k) show at Alexandra Palace we made a life-size headless fat boy standee. Fans where encouraged to have their picture taken and share through social media, once again using #20WhyTryHarder. This proved a hit on the night, with hundreds of people queuing up to use it and we also partnered with Amondo to capture all the social media posts from the night.

Underpinning these marketing activations was a 20th anniversary physical release of the album, but to make it stand out and collectable we came up with a D2C exclusive Fatboy’s Meal Deal to help ignite press interest. The limited-edition hand-screen-printed“fatboys” pizza box, 20th anniversary CD & LP and I’m #20 Why Try Harder T-shirt in authentic fatboy XXL size went down a storm and sold out in a few days. To accompany it we launched with the Fatboy Slim Pizza delivery spoof video via YouTube, press and social.

As part of the always-on strategy, key records from the You’ve Come A Long Way, Baby album were being remixed and delivered club singles, to ensure Fatboy Slim repertoire is being presented to specialist dance music shows at Radio 1, playlist editorial teams and Spotify and Apple Music, featured in dance press, released on specialist download stores and back in the record boxes of current DJs and being exposed to a new generation of clubbers. The CamelPhat remix of ‘Right Here Right Now’ was the first of these remixes to be released. Receiving plays on Radio 1 and press in Mixmag, the record built up a record number of pre-release sales on Beatport.