Nevermind 20th Anniversary Campaign

Like all historic moments that stop us in our tracks, everyone can remember where they were when they first heard ‘Smells Like Teen Spirit’. Whether fresh in 1991 as Seattle’s grunge scene exports first stormed the UK charts or if you discovered it as a classic years later – Nirvana’s sound is undisputedly unrivalled. They remain the most iconic and influential rock bands of alternative music inducted into the Rock and Roll Hall of Fame.

As Nirvana’s Digital Agency we were invited by Universal Music to create an online platform celebrating the 20th anniversary of Nevermind – an album sacred to so many. Which got us thinking about what fans would want to see as a 20-year tribute.

The result was beyond what we could’ve imagined: A dedicated site that told the story of Nevermind in partnership with 3 global fan club members and key figures from their original record label. What began as a campaign to share memories, photos and memorabilia, catapulted into every corner of the world and turned into a creative shrine with a reach of 3 million fans sharing their stories – which soon extended to an exhibition in London 2012.

”For a legendary album like Nevermind, we needed an iconic online exhibition space for its fans. Without a doubt, The Creative Corporation delivered a space worthy of the album”.