Amazon Music Breakthrough
by Amazon, for Amazon
Amazon Music Breakthrough, launched in July 2020, champions new artists across all musical genres. In a bid to amplify the diversity and uniqueness of upcoming talent it acquired a hand painted billboard in Brooklyn New York and set about commissioning world-class illustrators to create vibrant, bespoke artwork.
The images were personal to the story and sound of the breakthrough of each Breakthrough artist, and created by illustrators able to create original, exciting and relevant works of art.
Amazon Music has published a UK list of Breakthrough Artists for 2023, including Anish Kumar, Caity Baser, Cassyette, Henry Moodie and others. Each will receive significant support from Amazon Music over the course of the year, including professional press images by photographer Rankin.
The judges said: “The mix of styles within each illustration makes it feel eclectic and playful. This suits the brand really well and the final result is impressive.”
Little Bao Boy
by Wongdoody, for Little Bao Boy
Little Bao Boy began life as a street food vendor in 2017, but the Leeds-based East-Asian brand grew rapidly during lockdown. It now has three permanent sites and 36 delivery kitchens across Leeds, Birmingham, London and Manchester.
It called on Wongdoody for help in creating a new brand world and communications campaign, to help it manage its growth without losing the personality that customers loved.
The agency doubled down its focus on the Little Bao Boy brand character, creating a new logo and brand world where he becomes a giant character, who hungrily tears through cities seeking bao, until they are delivered to him.
Channeling the B-movie scenario of a monster on the loose, a series of hyperlocal comic strips were created as Little Bao Boy advanced from city to city. Each strip uses a different colour palette drawn straight from the world of food, such as fried orange, cucumber green and sriracha red.
The campaign achieved PR coverage in key local titles, attracted more than 200 people to a Manchester launch event, and drove Deliveroo orders. The beef bao featured in the Leeds comic strip was the most-ordered item in the city.
Illustration for Rebrands
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