With 2021 marking 15 years since the release of Amy’s seminal album Back To Black, we wanted to remind the world of Amy’s lasting legacy and impact. We felt Amy deserved to have her story told by those closest to it: Amy herself, her global fanbase and the artists she inspired.
We developed a new tone of voice and visual identity, Frankly Amy – a reference to Amy’s debut album, Frank, and her unapologetically frank personality. Our new creative direction was designed to tell cohesive stories across all media and digital channels.
We began with Memories, an interactive artwork inviting fans to submit their memories of Amy and connect with other fans across the world. Each memory is represented by a point, contributing to a point cloud representation of Amy that is revealed as more memories are submitted. Fans receive unique social cards of their memories to help spread the messages globally.
We also worked with artists who have been profoundly inspired by Amy for a new YouTube format. The Artist Spotlight series interviewed Yungblud, Nile Rodgers, Jamie Cullum, Lola Young and Olivia Dean on the impact Amy had on their careers, laid over beautifully crafted AV of Amy.
We launched the official Amy Winehouse TikTok to coincide with National Album Day and to connect her legacy with new and younger audiences. Frankly Amy was the core of the launch content, using archive video, quotes and lyrics from Amy alongside fan content to craft her story. (A global TikTok campaign launched on 7th November to continue celebrating Back To Black, with TikTok supporting via playlisting, Discover and Sound banners.)
Our headline moment for the anniversary came in the form of a Spotify Enhanced Album – a UK catalogue first, with Spotify providing global support in over 22 markets, along with OOH – featuring exclusive audio of Amy discussing the creative process of Back To Black, paired with stunning canvases and previously unseen AV of Amy.
• Within a week of launch, Memories For Amy saw visitors from 77 different countries. The memories, tagged by year and location, span 21 years, emphasising Amy’s longevity. Nearly one-third of visitors to the site leave a memory – an incredible conversion rate given the depth and commitment of the call to action.
• Back To Black hit nearly 80m streams in total across partners for the anniversary month of October, along with a 39% uplift on album-equivalent units. Amy’s catalogue also saw a 15% increase in streaming on Apple, with a 17% increase in listeners; while Spotify saw an 11% increase in catalogue streams and an 8% increase in listeners.
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