In June 2018, Placebo played Robert Smith’s Meltdown Festival. To make the most of the opportunity, AWAL collaborated with Placebo’s management (Riverman) and Apple Music to promote the band’s vast and influential catalogue via a comprehensive outdoor and digital marketing campaign based around memorable lyrics. The campaign resulted in 4% growth in monthly catalogue streaming and set us up nicely for the 20th anniversary of the release of Placebo’s seminal 1998 album, Without You I’m Nothing.

We knew how important this record was to not only the fanbase but also to an entire generation of music lovers. AWAL began scoping out a social-driven campaign based around a website designed to celebrate the album by adding contributions from the band as well as the global fans.

Creative Corporation understood the concept immediately and delivered a stylish and engaging website at wyin.placeboworld.co.uk, which launched 20 years to the day from the original release date on 12thOctober 2018. Fans were treated to numerous full-length live performances from the era, as well as a track-by-track with Brian Molko and Stefan Olsdal. Stefan even met up with the two sisters Sarah and Sally Edwards who appeared on the iconic cover for a discussion on the process and what it meant to them to be involved.

A campaign hashtag #WYIN20 was launched and used to pull in dedication content from fans across Twitter and Instagram. So far over 1,000 submissions have been collected on the site, from which a fan video will be created using the album title track.