Pass Culture
PASS CULTURE X WAXX
Le projet
PASS CULTURE X WAXX
WHAT THEY NEEDED
To raise awareness of the French government’s Pass Culture initiative among young people aged 16 to 18, while developing the Pass Culture community on its social networks – with appearances by various artists, live on their Instagram account – despite the public health crisis and the ban on physical events.
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OUR PROPOSAL
A live weekly music event on the Pass’ Instagram account, in collaboration with the French musician and producer WAXX.
Waxx, an expert in cover versions, would host 3 exclusive meetings with musicians in his studio, performing a duo with a different artist from his network/social circle every week.
Up-and-coming French artists were invited for these 3 meetings, with the target audience being young people of around 18 years old: CHILLA, HOSHI and GEORGIO.
The aim of these meetings was to perform a few tracks and exclusive covers with the guest artist, to discuss their own relationship to culture and its importance in their daily lives, and to answer questions sent in beforehand by Pass followers.
RESULTS
Waxx’s community (over 190k followers on Instagram) and the 3 artists (over 600k followers between them) enabled the Pass Culture to increase its followers by 30%. The videos were watched in their entirety by 80% of the Pass Culture’s IG followers.
