hidden in the great divide 

A music video that gave true fans unprecedented access to Noah Kahan.

Bots, scalpers, and resellers have made it nearly impossible for real fans to get close to the artist they love. The more popular an artist gets, the further away they feel.

So when it came time to drop his latest music video, we didn’t just release it. We turned it into a mission. A global social challenge built for superfans. One that would reward the ones who see what others miss.

We launched the official music video for “The Great Divide” during the GRAMMYs. Each frame held cryptic clues, callbacks, references only Noah’s true fans would catch. As fans uncovered the hidden eggs, they flooded social with theories and excitement, proving themselves worthy of joining Noah for a once-in-a-lifetime performance created exclusively for the winners. The campaign blurred the lines between music and game, putting fans back at the center of the experience, where they belong.

Recognised at:

People // Holler // Hollywood reporter // Ad age // Mass Live // Billboard // Boston Globe // MTV