James Bassett

Calvin Harris

When Calvin Harris released his 18 Months album, more than half the tracks had already been released as singles. Our challenge was to entice fans to listen to an album that they'd already become intimately familiar with.

So we took the unusual step of giving it away for free, but with an entirely appropriate caveat: you had to be dancing to listen to the music.

As long as your phone is moving, the songs will keep playing. 

While the album itself was free, fans could unlock extra content such as exclusive remixes if they went on to buy 18 Months - throughout the experience, a clear call to action encouraged users to do just that.

The app was shortlisted at Cannes and BIMA, and won Lovie Awards for mobile and experimental innovation. But best of all, it helps the music do what it's supposed to do: get up and dance!

And most unlikely of all, it was demoed live on Radio 4...