Create a community for the Planet Funk fans, by building on the WE-PEOPLE album concept.
To create this community, through engaging with the fans, we developed an app to invite them to be part of their favorite band's official video. The call to action is "give a high5", a widely used gesture among people all around the world - which became also the key enabler to link the user generation videos in a chain, and ultimately a music video.
Therefore, the official Planet Funk video is composed with fans' clips. Every upload is single piece of a long high5 chain, a friendship gesture running 24/7 worldwide.
To explain to the fans how this works, we created with Planet Funk's frontman a short explanatory video which was seeded on the band's own media platforms.
To amplify the idea, we also used testimonials and VIPs who joined the movement by simply recording their "high5!" and uploading it.
As incentive to make everyone part of the project, the band donated part of their app download revenue to Save the Children.
Simple, yet impactful, the "Hi5" became also the album and App icon, by Tom Hingston.