Pet Shop Boys ‘Integral’

We created an interactive online music video that questioned the increased pressure on civil liberties in a digital society.

Our creative solution was to make a film that contained subliminal content using visual bar codes that are readable via camera phones. These QR-codes contained links to websites with content relating to the issues raised in the video.

We invited civil liberty activists and the PSB community to create web content to sit behind the barcodes as well as inviting them to appear in the video. Once the video was completed, the assets were made available online for people to make their own version of the film.

The film earned over a million views and more then 600 mentions on websites and blogs.  Coverage extended to international newspapers including a double page spread in The Sun.  ’Integral’ won several awards including a Gold Lion at Cannes.