David Bowie Is Here — Angeline Toh

«SPOTIFY» David Bowie Is Here

Designed metro cards as part of a larger campaign taking over the bowery subway station in new york in honor of David Bowie:

DAVID BOWIE IS was the critically acclaimed David Bowie exhibition that ended its five-year run around the world at the Brooklyn Museum. As lead sponsor, Spotify wanted to celebrate the music icon, who was himself a New York resident until his death two years ago.
︎ Full case study here ︎

Looking at the emotional images of street-side tributes that followed the days after his death, we realized that New Yorkers had a special place in their heart for him. And we knew the feeling was mutual: “I’ve had an obsession with this city since I was 17,” he was quoted as saying. Bowie lived in the Soho neighborhood of Manhattan for the last twenty years of his life - recording music, but also just walking the streets and taking the subway.

So the idea was to celebrate the way New York helped to shape him, and the artistic legacy of his relationship with the city. To do this, we took over his local subway station, Broadway-Lafayette, and transformed it into a temporary museum exhibit.

DAVID BOWIE IS HERE proved immediately popular, with broadcast, press and online press coverage resulting in over $31 million of earned media impressions. During the opening week, streams of David Bowie’s catalogue in New York increased 28%. Images of the takeover spread across Instagram and Twitter, and 57 million consumers were reached by social sharing in the first week alone – with no paid amplification. Lines for the limited edition Metrocards stretching to 2.5 hours, and sets were soon selling on eBay for over $200.

Selected press
Variety, Creative Review, PAPER, Timeout, Hypebeast, Billboard, NBC, FOX

Awards

Cannes Lions: 2 Gold, 1 Silver, 4 Finalist
D&AD Awards: 2 Yellow Pencil, 1 Graphite Pencil, 2 Wood Pencil
One Show Awards - 1 Gold, 2 Silver, 2 Bronze, 4 Merit
Art Directors Club Awards: 2 Silver, 1 Bronze, 4 Finalist
Clio Awards: 5 Gold, 1 Silver, 2 Finalist

OBIE Awards: 1 Gold

Global Executive Creative Director: Alex Bodman
Global Brand Design Director: Rasmus Wangelin
Associate Creative Director: Noel Yeo, Bruno Luglio
Senior Art Director: Erik Herrstrom
Designer: Will Oswin

ANGELINE TOH

Design & Art Direction. Currently at «RIOT GAMES».