Spanish clothing and accessories retailer Pull & Bear has launched an innovative that has been created through the musical efforts of six bands across the world. To kick off the initiative, Pull & Bear approached Australian band Sheppard to create an exclusive song to feature in the campaign. Thereafter, the retailer commissioned six different bands, all in different locations, to produce covers of the song—and this content was then spread through social media.
As the writeup on the website says: “To make the song more local and at the same time more international, we asked six other artists to cover the song in their own way and to do so in their neighbourhoods. For the first time in history, a musical hit is being released simultaneously along with six covers made for YouTube by popular international cover artists who together have more than 11 million subscribers on their channels and 2.7 billion views for their videos.”
The campaign was pulled together under #bemorebarrio, giving each of the musical influencers a common means by which to spread the message of the campaign.