Pet Shop Boys - Integral

'Integral' is a single by the Pet Shop Boys that questions the increased pressure on civil liberties in a digital society. Our brief was to create an interactive online music video for it's 2007 release.

The video utilises QR-codes that link to content relating to the issues raised in the film. We also invited civil liberty activists and the PSB community to create web content to connect to the barcodes, as well as inviting them to appear in the film.

The video earned over a million views. Coverage extended to international newspapers including a double page spread in The Sun. 'Integral' won several awards including a Gold Lion at Cannes.

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Client

Universal Music

Production Company

The Rumpus Room