What began as an idea CNNCTD conceived for A$AP Rocky (It was passed on by his record label) turned into a game-changing opportunity for Bob Dylan. In search of an innovative and impactful way to promote both the Grammy-award winning artist and songwriter’s 35th studio album and celebrate his 50th year in the music business, Dylan’s record label, Sony Music Group joined forces with CNNCTD to present fans with exclusive access to new music and content and also a series of hand-painted murals. The innovative campaign was supported globally by the creative agency’s custom built, interactive mobile app, Sound Graffiti, which utilized geo-tagging technology to identify locations of importance to Dylan. “For us to say we did a worldwide campaign is crazy, because people don’t have that opportunity,” says Roman.“We could've done it in New York. Choosing ten New York locations, but we went to Brazil and all around the world. We really challenged ourselves.”
CNNCTD became the first company ever to license Bob Dylan’s music prior to its official release. The one-of-a-kind campaign, which had garnered over 16 million impressions and over 67 press placements in its debut week, helped to shape what the creative agency is known for today. “We became known as the people bringing real and authentic content to real, freestanding opportunities,“ adds Roman.