As one of the most talked about new artists of 2015, Years & Years started the year with a number of key tips under their belt (Critics’ Choice shortlist, BBC Sound Of 2015 winners, Vevo DSCVR 2015 and many more), it was our job to capitalise on this and make sure they had a strong presence online, where their fanbase is most at home. Their fanbase skews female, with the 13-17 and 18-24 age demographics dominating.

A focus on social engagement and massive partner looks was our strategy, with the debut album, Communion, being released on the first New Music Friday; we also capitalised on this to own the conversation as the first meaningful release of this new era.

Our flagship digital look for the album launch was the live interactive advert broadcast on Channel 4 on the day of album release; #ShineTakeControl was a world first.

Three alternative music videos were made for the current single ‘Shine’, viewers were given the chance to control which video they saw as the three-minute advert progressed by tweeting the three hashtags #ChooseDark #ChooseLight #ChooseShadow. The ad was broadcast at 9pm during the Channel 4 Friday primetime schedule and saw some great results. The event trended globally, with 13.8k tweets during the three-minute ad slot, widespread partner support including iTunes, Vevo, Shazam and Twitter. This was supplemented online with high-quality teasers leading up to the broadcast and an exclusive behindthe-scenes video from the making of the TV ad premiered with MTVs Snapchat channel and garnered just under 1m views in 24 hours. The whole broadcast was also streamed directly in to a microsite http://yearsandyearsofficial.com/takecontrol/ where international fans could tune in. The videos still live here for fans to view.