When Universal Music invited us to develop an online concept to support the 20th anniversary of such an iconic album, we were over the moon, to say the least. We started by analysing the current online platforms, looking for clues, to help us identify what fans would like to see.
The result was something very special. Working in partnership with key figures from the original label and the 3 global fanclub managers, we produced a website that told the official story of Nevermind. We then reached out to the fans, asking them to tell us what Nevermind meant to them, by sharing their memories, photographs and memorabilia. The campaign reached out to every corner of the World and had over 100,000 fans get involved, with an estimated reach of over 3 million.
”For a legendary album like Nevermind, we needed an iconic online exhibition space for its fans. Without doubt The Creative Corporation delivered a space worthy of the album”.