twofifteenmccann Crafts ‘#ThumbMoments’ for Pandora

By Erik Oster 

twofifteenmccann have created a new campaign for online radio service Pandora, entitled “#ThumbMoments.”

Users of the service typically give a song a thumbs up to favorite a song, and a thumbs down to not hear the song on their station again. But on September 5th, twofifteenmccann and Pandora made the thumbs up much more meaningful. Fans who favorited a song by Lindsey Sterling, the song was interrupted by a live message from the star, followed by a one-on-one concert for the fan. Over the course of three hours, Sterling performed seven of these concerts for Pandora listeners. Their reactions form the backbone of the new online campaign, which debuted today.


The emphasis on the thumbs up emphasizes one of the service’s more recognizable features, and allows for Pandora to surprise fans of other artists with similar concerts in the future. Indeed, The New York Times reports that future “commercials will follow the same format, but Pandora declined to name participating musicians.” Additionally, hitting thumbs up for certain (unspecified) artists in the future will result in fans receiving “thumb gifts,” such as signed instruments.

“It was very emotional for listeners, and very emotional for Lindsey, too, because she could see them one-to-one in a way that she doesn’t even get to in a concert,” James Robinson, chief creative officer of twofifteenmccann, told The New York Times of the campaign. “She could see what her music meant to these people.”



Client:  PANDORA


Agency: twofifteenmccann

Chief Creative Officer: James Robinson

ACD/Copywriter: Quentin Schuldiner

Copywriter: Kyle Davis

Senior Art Director: Alper Kologlu

Senior Producer: Vera Kacurova

Director of Integrated Production: Alex Spahr


Management Supervisor: Hannah Schaefer

Account Executive: Anne Cathcart

Managing Director: Kelly Johnson


Production Company: Skunk

Director: Greg Brunkalla

Managing Partner: Matt Factor

Executive Producer: Shelly Townshend

Head of Production: Jeanne Stawiarski

Line Producer: Chris Cho

Director of Photography: Jason McCormick

Production Designer: Kason Kisvarday


Editorial Company: Beast

Editor: Doug Walker

Assistant Editor: Nicole Salmeri

Executive Producer: Jon Ettinger


Mixing Studio One Union Recording

Mixer: Joaby Deal