Mariah Carey
30th Anniversary of her Christmas Album
EXPLORE
INSIGHT
Sony Music, the world leader in the music industry, wanted to celebrate the 30th anniversary of the iconic Christmas album “Merry Christmas” by Mariah Carey. This album, a cultural phenomenon, has become a seasonal staple, beloved worldwide.
STRATEGY:
Mariah Carey herself has become a Christmas icon, thanks to her signature catchphrase, “It’s timeeee!”, which signals the start of the holiday season. Over time, she has even become a popular internet meme, known for “defrosting” each year as the festive spirit takes over. We aimed to bring this beloved piece of internet culture to life, creating a shareable and immersive experience.
EXECUTION:
To capture the “defrosting” concept, we encased the album cover in massive clear ice blocks, creating a dramatic, real-world spectacle. This approach presented significant logistical challenges, but the result was spectacular, generating hundreds of impressions and social media interactions, as fans shared the experience online and in person.
RESULTS
