Philips have launched a partnership with Last.fm to create the World’s biggest freedom quilt. The partnership has been developed by Isobar and Last.fm, with creative development from TribalDDB. The idea behind the partnership is that Philips wanted to explore the idea of freedom by understanding its relationship to Last.fm users and the music they listen to. The campaign is designed to support the new Philips Bluetooth Headsets.
The partnership adopts Last.fm’s tagging technology to allow users to tag any albums, artists and tracks with the freedom tag. These are then merged through Last.fm’s quilt technology into a Musicquilt which grows based on the number of freedom tags dropped by users. The results will be published with Last.fm.
Matt Bamford-Bowes
