Background

COCKTAIL is a famous gothic rock band in Thailand, one of top 3 most famous musicians here and definitely the longest standing one (almost 20 years). Fans from all generations have been eagerly waiting for them to launch new songs for a few years now. And for the first time ever, COCKTAIL will launch their most epic album yet – with 22 songs separated into two parts. To promote it, we need an album cover, posters and outdoor materials that match the music. Something that’s just as legendary as the band. Tailored for the long awaited, heavyweight album titled “FATE”.

Describe the creative idea (40% of vote)

‘Conceptual Visual Song Design’ that translate 2 albums into visuals. Connecting the music of “FATE” with tarot characters. So fans can listen, see and experience the music with more than one sense.

Describe the execution (40% of vote)

For fans across generations, we’ve designed and created a sensorial experience, the first ever in Thailand music that “visualize” the music. COCKTAIL’s “FATE” – promoted with 22 characters based on the 22 tarot cards. With ALPHA (part 1 / the beginning), and OMEGA (part 2 / the end) designs. As this may also be their last album. To make it even more mind-blowing, many easter eggs are hidden in each design, hinting at special featured artists or themes in particular matching songs. Fans will discover more surprises as they listen to the song and see the design together. And that’s when they will get the complete story. Each song is released on YouTube with subtitles, so even fans across the region (who aren’t Thais) can listen to the song, read the lyrics, see the designs together, and enjoy the experience.

List the results (20% of vote)

In Thailand, no musician uses conceptual art to sell their music. It’s also the first time any Thai band or musician crosses disciplines to promote their music with illustrators and other artists from different fields. Fans everywhere engaged with it, guessing and sharing easter eggs along the way.