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What's your Spirit Song?

A Shaman
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Voicebox is no ordinary Karaoke joint.

They have redefined the whole experience; by offering private suites for parties. Guests get to rent a room and completely run the show.

This was a next-big thing moment for Portland.

But they needed to spread the word.

That's where we came in.

The task:

Create a targeted ad campaign to increase awareness of Voicebox and how it defies preconceived notions of a typical karaoke experience.

First, we had to answer two questions:

1 What is the universal appeal of Karaoke?
2 How will we channel this into a visual campaign?

Our findings were quite simple.

At it's heart, Karaoke allows people to unveil their inner-most pleasures in pop music.
Everyone has a secret song, but how do reveal this insight with a simple stroke.
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We found our answer in stock photography.

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Search terms included "Proud" and "Confident."

We looked for the most bound and determined personalities.

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Next, we dug into into pop music's archives and selected a list of staple Karaoke songs.

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Paired together, the match worked.

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But we didn't stop there.

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In addition to the billboard takeover, we created a guerrilla-marketing campaign- the Karaoke-propelled taxi service.

The only premise is singing Karaoke.
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Here is what happened next...