Chris Brown

Chris Brown, an R&B artist signed to Sony Music was getting ready to unveil his new album 'Fortune'. The record label contacted us to discuss social / digital campaign ideas to raise awareness among his fans. 

The album artwork featured a custom alphabet which was to be used across the campaign as a whole, so we naturally thought about ways we could also take advantage of that. 

The 'Fortune' messaging app was hosted on Facebook, and allowed fans to send each other encrypted messages via their Facebook wall, Twitter feed and directly to people's inboxes with the aim being to cater for people's curiosity.

The messages themselves were image-based in an indistinguishable alphabet and linked back to the app. There fans could decrypt the message and send their own.