Record Rooms - Celebrating World Music Day

About the Project

Monkey Shoulder set out to create a culturally relevant and emotionally resonant campaign for World Music Day (back in June), connecting the brand with music lovers and whisky enthusiasts through an experience that felt both premium and authentic.

Challenge

The challenge lay in blending the worlds of music and whisky in a way that would spark genuine engagement, celebrate personal storytelling, and reinforce the idea of shared experiences.

The Solution

To meet this challenge, Monkey Shoulder launched Record Rooms, an immersive listening experience designed to bring music and whisky together. The campaign featured three iconic artists: Katy B, DJ Target, and DJ Arthi. Each artist curated a personal selection of ten vinyl records from their "Monkey Crate," sharing the stories behind the tracks that shaped their musical journeys.

The campaign unfolded across two main shoot days and a final live event, capturing a rich mix of stills, motion, and behind-the-scenes content. A dedicated crew worked across formats to produce two solo films per artist, a hero compilation video, and social-first DJ performance edits. The agile social team ensured the content was tailored for digital platforms, while premium photography elevated the visual storytelling.

By focusing on the emotional connection between music and memory, and drawing parallels with the shared enjoyment of whisky, the campaign created a space where audiences could engage with the brand in a meaningful and memorable way.

The Result 

The Record Rooms campaign elevated Monkey Shoulder's brand storytelling and cultural relevance, blending music and whisky into a shared experience that resonated deeply with audiences. The campaign's performance far exceeded expectations, delivering 40.4 million impressions and reaching 12.9 million unique users, a 322% uplift on forecast.

With a CPM of just £1.82, and an even more efficient £1.26 CPM among the 21–44 age group, the campaign proved highly cost-effective. The 6-second bumper ad achieved a standout 96% view-through rate and 643,725 completed views, while the Merkury audience targeting delivered a 311% increase over benchmark, confirming its precision and reach.

Monkey Shoulder's Record Rooms not only captured attention—it delivered measurable impact, making it a benchmark for culturally attuned, performance-driven brand campaigns.