Daft Punk duo remain anonymous for fan-led launch campaign

Deciding to invest in just the music and allowing fans to take control of the marketing for the Random Access Memories album launch paid off as it became the fastest selling record of the year.

The band themselves remained anonymous as fans were actively inspired to share experiences of both the visuals and the music in a campaign inspired by the ‘Rock n Roll billboards of the Sunset Strip’ book.

Company: Columbia Records 

Brand: Daft Punk: Random Access Memories

Client: Ian Dutt, marketing director at Columbia UK

Agency: Daft Arts

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