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.

Daft Punk duo remain anonymous for fan-led launch campaign

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

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).