PROJECT: The Scouts' Christmas Album
CLIENT: The Scout Association / Bright Sparks Music
In partnership with The Scout Association, The Cell ran a talent competition for young creatives and performers in front of, as well as behind, the camera.
Half a million members of Scouting were invited to submit a video entry of a performance which showcased their ability as singers, musicians, dancers, as members of a choir, choreographers, stylists, directors, producers, video editors etc. Once videos had been uploaded to YouTube, entrants were encouraged to promote it to clock up views, which would enable them climb the leader board - building an audience for the project and end product.
The winning performers were then chosen by a panel of music industry judges from the top half of the leader board and were awarded the chance to collaborate with established artists and celebrated music industry professionals in creating 'The Scout's Christmas Album'.
The first single and modern day Scouting anthem, 'Let It Out', was performed by winner Kayleigh Ann Walters and was released digitally on iTunes and similar platforms. Winner Emma Taylor directed the music video.
'Britain's Got Talent' finalist Asanda Jezile was a guest artist on album track 'Do They Know It's Christmas?' alongside Scout choirs from around the UK. The video of her live performance of the track at the album launch event has been viewed over half a million times on YouTube.