As part of our collaboration, we wanted to celebrate Lady Gaga's jazz inspired ‘Love For Sale’ album, with a pioneering, innovative campaign to cut through like no music moment before and allow audiences to come together globally in a changing physical and digital world. Taking on a campaign of this scale, during a pandemic, could only happen through a true collaboration. Westfield, building on their relationship with Lady Gaga, developed the strategic direction. Lady Gaga and her team worked collaboratively with Amplify to develop the creative concept and direction of the campaign, staging, lighting and costume.
As lead creative agency, Amplify was responsible for making that concept a reality, from stage design, to the shoot, to the broadcast feed, as well as the creative direction for the Fan Zones.
Attachment negotiated and managed the partnership with Lady Gaga.
Maestro provided an interactive stream allowing audiences to engage with the stream.
We Are Social provided social support through our owned and paid channels ensuring audience reach.
Our lead PR agency Hill and Knowlton drove conversation through earned channels.
Lili Studios produced the broadcast skin that was globally beamed out on Maestro and allowed a global audience to interact with the show during the performance.
Finally, Instagram allowed us to broadcast the entire show live on her IG channel plus break the format of the platform with a 16:9 broadcast for the first time in the app’s history. Subsequently, the broadcast broke the record for most likes on an IG Live.