Client
SiriusXMCapabilities
Creative Direction Production Post-ProductionCloser
You Can't Get Closer To Hip-Hop Without Respecting Its Roots.
Description
Following SiriusXM’s massive rebrand, they sought to position themselves as the new destination for hip-hop storytelling.
We collaborated with them to develop Closer To Hip-Hop, their first major campaign post-rebrand and one of their biggest campaigns of the year.
Insight
Don’t promote the sound and ignore the story.
Too many brands want the value of hip-hop without reverence for the culture. But SiriusXM is different. They've long been home to the legends of the culture with undeniable contributions to its evolution. So for SXM, getting closer to hip-hop means uninhibited platforms for the voices that built it.
Idea
Let's return to hip-hop's roots.
From the Bronx to Harlem to Queensbridge, we filmed where the culture was born, and accented the visual storytelling with vignettes that embodied hip-hop’s five pillars.
Sway, Roxanne Shanté, and Heather B. were at the center of the creative, with their iconic voices tying the past to present. The same way they’ve carried hip-hop storytelling around the world, they carried this story too.
Impact
The campaign launched in one of the most iconic locations in the world: Times Square.
We led end-to-end production, creating a full suite of visual assets and channel strategy, including multi-length commercials for OTT and social.
Closer To Hip-Hop reached over 66 million people and exceeded performance benchmarks across brand lift, subscriber growth, and engagement to become one of SiriusXM’s most successful campaigns of the year.
More than just performance metrics, it repositioned SiriusXM as a true voice in the culture.
