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Go Vilnius
Re-Xmas
Gamified Campaign
2020
Soundtrack to a socially-distanced Christmas 2020 to highlight unique times.
Overview ⸻
In December 2020, during the peak of the COVID-19 pandemic, Christmas celebrations were drastically different worldwide. GO Vilnius wanted to create an initiative that embraced the unique challenges of a socially distanced holiday season while reflecting Vilnius’s resilient and creative spirit.
Challenge ⸻
The global pandemic canceled traditional Christmas festivities, leaving people disconnected and disappointed. The challenge was to reimagine how Vilnius could create a meaningful holiday experience for its citizens while respecting social distancing restrictions. How could a different Christmas be embraced and celebrated to the fullest?
Vilnius turned adversity into opportunity by releasing the world’s first social distancing music album for Christmas.
Creative Concept:
Inspired by Vilnius’s identity of embracing change and innovation, the project transformed Christmas 2020 into a celebration of resilience. Instead of lamenting the absence of traditional events, the initiative used music to connect people.
The Album:
Titled Re-xmas, the album featured original tracks by local music producers, blending modern electronic styles with festive themes. In collaboration with Lithuanian electronic music producers, we took seven iconic public domain Christmas songs, like Jingle Bells or Silent Night, and remix them into seven electronic music pieces.
Furthermore, remixing is going to happen in a very particular way. Together with music composers, we implemented social distancing into the music. A key musical principle was determined: we converted the two meters of universally recommended social distance to three human steps, which became a space of three notes.
Solution ⸻
Public Installation:
To celebrate the release of the album, Vilnius orders an audiovisual installation on one of the most iconic and symbolic facades in Vilnius – electronic music mecca - Kablys. The installation is exhibited according to all safety measures, for Vilnius citizens to enjoy music while being able to keep their social distance.
Digital Experience:
The album was made accessible online, ensuring anyone could enjoy it safely from their homes. It encouraged people to see the unusual Christmas season as an opportunity to embrace something new.
Solution ⸻
Results ⸻
The final result gave a new electronic sound to well-known songs, creating a totally different listening experience. The "Re-Xmas" album was selected as an album of the week on radio station OPUS, followed by a max evaluation of 100 in the journal "370". The audiovisual installation was seen by thousands of people live and later online. The album itself got widespread organic recognition on social media including thousands of listens of songs themselves.
Awards ⸻
Gold in ADC*LT
Shortlisted in ADC*EU
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