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CenturyLink: How to Enter the #SingWithKelvinContest

Arnold Worldwide, 2 months, 3 weeks ago

In February 2014, British–Zimbabwean singer-songwriter Kelvin Jones unexpectedly launched his musical career by uploading to YouTube a video of him playing “Call You Home” in his college bedroom. A year later, a classmate posted the video on Reddit and it earned a million views in 24 hours. The next day, Kelvin was featured on Good Morning America, proving how the power of Internet connectivity can improve the lives of every day people. CenturyLink, one of the largest broadband companies in the U.S., is aiming to leverage Kelvin’s story across the country. Through their first-ever national campaign – “Two Sides” – integrated campaign elements reinforce CenturyLink’s belief in the power of the digital world and how it reaches people from big cities to small towns, providing connectivity to all. Launching on January 30, the campaign features a large-scale digital contest – #SingWithKelvinContest – in which fans have the opportunity to win a trip to London to sing a duet with Kelvin Jones by submitting their own cover of his viral song, “Call You Home.” Media and influencers will drive participants to the #SingWithKelvinContest microsite to learn how to play the song and get inspiration for their cover. From there, participants can submit their entry on their social channel(s) using the hashtag #SingWithKelvinContest. The top 5 submissions will be featured on the microsite and users will be encouraged to share their opinion on who their favorite is. Lastly, Kelvin will ultimately pick his favorite and the winner will be flown to London to sing with Kelvin for a private duet. CenturyLink will promote the winner via their social channel(s). “Two Sides” also consists of :60 and :30 national TV spots, as well as online videos, social and OOH. In the 60-second spot, footage from rural towns is juxtaposed with that of major cities: public transportation, a football field, and a convenience store. Although these are in different locations, they provide the same utility to its residents. And that’s what CenturyLink offers – connections that can unite people from remote communities to buzzing cities.

Creative Agency

Creative Director: Melanie Simonich

Copywriter: Adia Betts

Art Director: Julianna Rose

Executive Creative Director: David Register

Planner: Vaughn Allen

Digital Producer: Mario Souza

Account Director: Sasha Hartman

Group Creative Director: James Clunie

Creative Agency: Arnold Worldwide

Business Affairs: Lisa Mercier

Account Managers: Simran Sudan, Jenna Clapp, Kelly Preston

Social: Lydia Leavitt, Chris Gil, Cristin Barth, Kyle Beaudouin

Account Executive: Gail Felcher

Project Manager: Cyan Dana

Producers: Bill Goodell, Nicole Hollis-Vitale, Hillary O’Rourke

Creatives: Bryan Farrell,

Worldwide Chief Creative Officer: Jim Elliott

Associate Creative Director: Matt McGowan

Developer: Steve Hallman, Joshua Kanner

Digital Production Company

Digital Production: Havas London, Studio 6 London, Studio 6

Music and Sound

Sound Production: Wolf at the Door, Soundtrack

Post Production / VFX

Visual Effects: Brickyard VFX

Production Company

Production Company: Anonymous Content, BUG Editorial

Category: It, phones, Av and computers