KEY ART | ADVERTISING | DIGITAL | Out-of-Home
“What is country music?” “Where did it come from?” These are the questions Country Music explores in the inimitable Ken Burns style. This sweeping 16-hour series focuses on the fascinating characters who created this uniquely American music genre, following it from its earliest roots to the modern era. The multi-platform campaign was designed to convey all the excitement and energy of this landmark event.
Country music is not one thing—and it never was. It’s part of a larger stream of diverse musical influences and a cross-pollination of musical genres. The key art strives to show this genre as bigger and more inclusive than non-country fans may realize.
A robust digital campaign included full page takeovers and extensive rich media banners featuring trailers and bonus content.
Bus wraps and high-profile out-of-home placements helped build anticipation for the series.
Consisting of over 80 interviews, and over 3,400 archival images and videos, the series took eight and a half years to produce. It premiered to wide acclaim, with Rolling Stone calling it “an epic, essential look at an American artform.”
SJI Associates helped us handle a huge promotional project, from initial inception thru final execution. They were an integral part of our campaign’s success – creative input, meeting deadlines, managing volume, and staying on budget. They delivered (again!) on professionalism and cooperation.
Claire Quin PBS Creative Services, Digital & Marketing