Heading into their sixth album, You Me At Six joined AWAL in search of a collaborative partnership and creative campaign execution. Our partnership with the band and Prolifica Management developed throughout the campaign. First launching with an album title teaser campaign based on adding the ‘VI’ title to famous film and pop culture imagery. Projections were placed on London monuments, driving social and OOH awareness. Finally, the campaign culminated in the band launching the album from a pop-up vegan kebab shop, aptly titled You Me At Shish.

Inspired by the bands track ‘3AM’ and the nation’s favourite post-pub food tradition, AWAL joined forces with Blackstar London, Diabolical and CYOA to develop, promote and execute an album launch event like no other.

Enlisting London’s stars of vegan fast food, Temple Of Seitan, hundreds of fans (many of whom had queued outside the location since 9am) were treated to album track-themed vegan fast food and cocktails such as the ‘Pray For Me’ kebab with extra hot chili sauce and the ‘Back Again’ seitan kebab loaded fries and the ‘Fast Forward’ espresso martini. Throughout the event, the band mingled with friends and fans celebrating the release of the album.

Later on in the evening, You Me At Six played a full live set which was webcast globally in partnership with Cowshed Social, driving further reach and awareness for the album.

Throughout the album campaign, CYOA worked closely with AWAL and Prolifica in developing a consistent fan-engagement campaign. A Facebook Messenger bot was launched as a direct messaging channel, with a few fun Eastereggs thrown in. A chatbot quiz kept the fans engaged in the run-up to the release, and exclusive track-by-track videos were used in the week prior to release to showcase the breadth of the album.