Years and Years #ShineTakeControl

To launch their new album ‘Communion’, Years and Years partnered with Channel 4 to create a live interactive music video for their single “Shine” that could be controlled by fans around the world.

By tweeting either #ChooseDark #ChooseLight or #ChooseShadow, viewers changed the video as they watched. It was streamed on Facebook Live and the band’s official site so that viewers around the world could watch and take part.

‘Communion’ went straight in at number 1, outselling the other top five albums combined.

Role: One of a team of Creatives

• Most interacted with ad in Channel 4 history

• Best Marketing Campaign at The Music Week Awards

• 1.55 million viewers

• 11.3 million global reach

• The album went straight in at number 1