PROBLEM
Without new generations of fans, great artists and music festivals fade away. To keep inspired and relevant, they depend on re-inventing their fanbase. Without new fans, great music dies.

IDEA
In vitro fertilization (IVF) is a medical procedure that involves joining a woman's egg and a man's sperm in a laboratory dish. It helps millions get pregnant every year. Recent studies and research show that music improves the fertilization rate during an IVF process. It also shows that sperm get more active from music vibrations.

So, we set out to help create new fans. Literally. Together with renowned artist and designer, Love Hultén, Way Out West built a fully functional miniature stage made for an audience of sperm and eggs. The stage was then placed opposite an active IVF-machine, pumping live music from the festival’s headlining artists. We simply created a music festival for what might be the largest, yet smallest crowd in history: sperm and eggs getting ”ready to rumble”.  Why? To help new fans of great music come to life. And, ofcourse, to spread the word about our festival around the world.

The campaign was executed in close collaboration with certified IVF Clinic, Eliva Clinic, in Stockholm Sweden.

This is the first award show entry ever for this project.