What Is Musicbed and Why Did It Create Hypertargeted Out-of-Home Posters Calling Out Creatives?

Messages to head honchos at W+K, Grey, 360i and more

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If you’re a creative director at an agency you might tune out ads more than the average person—even if the copy is incredibly clever. At least, that was the thinking behind Musicbed’s hypertargeted out-of-home campaign which uses billboards, subway posters and windows to send messages to top creatives like Barton F. Graf’s Gerry Graf, 360i executive creative director Frank Cartagena and Wieden + Kennedy creative director Caleb Jensen, among others.

Musicbed, a Fort Worth, Texas-based music licensing company that represents independent artists, wanted to make a splash by spending $500,000 on a digital and out-of-home campaign, deemed “Make Them Listen,” calling out creatives by name to, well, make sure they would notice it.




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