Garth Brooks Press Campaign
- Client: Sony Music
- Skills: Advertising
‘Man Against Machine’ is the ninth studio album by American country music singer Garth Brooks, and his first in 13 years. In support of this major release, we were asked by Sony Music to create a press campaign for the album for the UK. The campaign would run in both trade and broadsheet media.
With this being such a momentous offering from the Country superstar (his popularity has remained consistent even after a 13-year hiatus), we approached this campaign wanting to generate some gravitas. After researching the background of the album it was clear that it was going to be a heavily thematic album, exploring themes of consumerism and connectedness. I wanted to bring that concept into the advertising so I decided to open with a quote from a recent interview. This placed the ad firmly in the context of the crux of the album. We selected the photography, as the setting provided a direct link to the ethos of the title, and after several revisions in an approval process that stretched from here all the way to Garth himself, we had an approved layout.
From the layout was adapted for use in each respective publication. Every magazine and newspaper will have a different specification (page size), and a setup for printing, commonly referred to as ‘profiles’. These profiles are based on size, paper stock and colour. The ads were then delivered via ad publishing platforms such as Specle and Adfast, of which we have a great deal of experience.