If you are a deep practitioner of the media capabilities of the 2026 world, then you would be aware that a brand needs about 20,000 unique pieces of content per year for different demographics, psychographics etc.
That's 19,900 more than what most big brands actually put out. And if you understand how the Googles, Facebooks, Snapchats and Instagrams work, then you would know that your creative teams will have to deliver a lot more video centric content to fill the pipes of media distribution than they currently are doing.
That's why we've created Clapboard - to produce quality video content at a low enough cost. Quality being contextual to the social media platform, not necessarily high production, thus delivering the best bang for your every buck
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Lockdown - A Music Experiment during Covid-19
Description
In 2020, sound and music agency DLMDD launched an innovative digital campaign, Lockdown - A Music Experiment during Covid-19, to inspire creativity and connection amidst global isolation. Conceived by Max De Lucia, co-founder of DLMDD, this project invited distinguished musicians and producers worldwide to collaboratively compose a single continuous piece of music, with each artist contributing 15 seconds of original composition every day during the COVID-19 lockdown. Kicked off by GRAMMY-winning Davide Rossi in Copenhagen—renowned for his collaborations with Coldplay, U2, Ed Sheeran, and Kanye West—the experiment quickly gathered a diverse group of international talents from Ireland, Malaysia, Japan, Mauritius, the UK, and the US. Contributions came from a notable lineup including Guy Katsav, producer for Groove Armada and David Guetta; Orla Gartland, an Irish YouTube sensation; Julian Velard, a New York-based singer-songwriter; Rob Eckland, a West End musical director; Lily Carassik, an Instagram influencer and George Ezra band member; Anil Sebastian, director of London Contemporary Voices; Cherif Hashizume, collaborator of Brian Eno and Jon Hopkins; Ivor Novello-winning composer Natalie Holt; bassist Nathan Cox; theremin virtuoso Charlie Draper; UK Spoken Word Artist of the Year Solomon O.B; and 8-year-old drumming prodigy Ronnie Maestro. This self-promo and public interest campaign harnessed the unifying power of music, demonstrating how creativity flourished even in lockdown, turning isolation into a global collaborative soundtrack of resilience and hope. The campaign effectively positioned DLMDD at the forefront of music innovation, using digital channels to engage audiences and artists alike, and underscored music’s vital role in fostering connection during unprecedented times.
Credits
Client
DLMDD
Agency
DLMDD, London, UK
Campaign Proposition
The campaign “Lockdown - A Music Experiment during Covid-19” by DLMDD leverages the universal language of music to underscore its core brand proposition: music as a powerful connective force in times of isolation and uncertainty. Through the creation of a single, continuous musical piece collaboratively composed by a diverse, global collective of established and emerging musicians, the campaign reinforces DLMDD’s identity as an innovative sound and music agency capable of fostering creativity and community engagement even amid disruption. The campaign conveys value by highlighting the agency’s capacity to orchestrate meaningful artistic collaborations that resonate emotionally and socially during a global crisis.
Strategically, the campaign taps into the unique context of the COVID-19 lockdown to address a collective experience of isolation and the human need for connection. By engaging notable artists from various countries to contribute a daily 15-second musical segment, it builds a narrative of incremental collaboration, reflecting both the persistence of creativity under constraint and the shared global reality faced by its audience. The choice to document and distribute the project digitally via social and streaming platforms aligns with heightened online activity during lockdown, maximizing accessibility and engagement. This approach strategically targets music enthusiasts, creative professionals, and a broader audience searching for solace and unity through art during the pandemic. The creative angle of a serialized, evolving music experiment serves both as an authentic showcase of the agency’s craftsmanship and as a timely social commentary on collaboration and resilience, effectively positioning DLMDD at the intersection of cultural relevance and artistic innovation.
Creative Device
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign fits FORMAT#8 because its central creative device is the collective presence of numerous prominent musicians and celebrities, whose ongoing contributions form the basis of the campaign’s structure and appeal. The narrative emphasizes the involvement of GRAMMY winners and noted artists from across the world—Davide Rossi, Orla Gartland, Natalie Holt, and more—who sequentially add their musical segments. Rather than telling a singular story or focusing on product demonstration, the campaign’s impact comes from the participation of these recognizable figures, whose reputations and artistry lend credibility and engagement, turning the act of collaboration itself into the agency's "product." The branded self-promo context plus repeated celebrity involvement signal this as a classic example of the ONGOING CHARACTERS OR CELEBRITIES format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Electronics
The Clapboard Ad Archive showcases iconic electronics campaigns, offering valuable references for brand strategists and creative teams in m
Competitive Planks
Somethin’ Else – Positioned as a leading content agency leveraging storytelling across audio, video, and digital platforms, Somethin’ Else differentiates itself with immersive and innovative public interest campaigns that blend creativity with social impact, often partnering with broadcasters and government bodies to engage diverse UK audiences meaningfully.
The Department of Creative Affairs – This agency focuses on blending cultural insight with creativity to produce socially relevant campaigns. Their strategic edge lies in deep collaboration with public sector clients, delivering transformative projects that highlight community stories and drive behavioral change through powerful narratives.
Lucky Generals – Known for their purpose-driven work, Lucky Generals excels in crafting impactful public interest campaigns with a bold, unapologetic voice. Their positioning centers on challenging conventions and inspiring social movements, often working with government bodies to address pressing social issues via culturally resonant storytelling.
Engine Group (Specifically Engine Creative) – Engine Group positions itself as a full-spectrum creative agency with strong capabilities in public sector communications. They emphasize data-driven insights combined with creativity to produce effective, large-scale campaigns that influence public behavior and policy adherence across digital and traditional media.
FCB Inferno – FCB Inferno stands out by integrating high-impact creative strategies with behavioral science to deliver government and public interest campaigns. Their strategic angle is creating emotionally engaging communications that drive awareness and change, often leveraging cross-platform storytelling to connect with diverse UK demographics.
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