Sharon Van Etten’s album title, Remind Me Tomorrow, set the tone and creative spark for the campaign. This was a record specific to Sharon as an artist who works in various forms (music, acting) and is also pursuing a psychology degree as well as being a mother to a toddler, but it also speaks to us all – the noise and craziness of everyday life with that calendar alert going off… you need to hit “Remind Me Tomorrow”.

The pre-announcement of the record was done via a limited edition T-shirt. A fan had made a T-shirt with the words “When is Sharon Van Etten’s next album?” – so we took that idea and sold a limited run of shirts with the exact same design and the date of the release of the album on the back, selling them through Sharon’s website a week before the official announcement. This served as a great teaser to the fans to expect something.

Our launch of the record incorporated a number of innovative elements. We built a multi-platform calendar through which fans could subscribe and be the first to get news on Sharon’s tour dates. You could subscribe and get the alerts of tour dates and links to videos before they were public.

Rather than getting notifications through your social feeds, you would get notifications via your personal calendar app – the same way you would get notifications about your regular, chaotic life. We were also able to tell Sharon’s story through the calendar – what she was up to on any given day, be that her daily life of going to classes and looking after her child or the huge promo moments and campaign dates that were building up around the release. It gave fans a real insight into who the artist was behind the music.

An important aspect of this campaign was to portray Sharon as a mainstream adult artist (rather than an indie-genre artist). Our focus of assets around the track ‘Seventeen’ – the key promo video for the campaign, strong US TV performances, session performances, plus a duet of the track with Norah Jones recorded for Amazon helped us to position Sharon correctly. She also performed with Jeff Goldblum at Glastonbury and on his new record.