Lost Tapes of the 27 Club

Ideation - Series


Rethink, Toronto/Montreal/Vancouver
t: 416-583-2178
w: rethinkcanada.com

Client: Over The Bridge Creative Director: Hans Thiessen, Sean O'Connor Associate Creative Director: Jake Hope Designer: Alex Bakker Art Director: Jake Hope Writer: Sean O'Connor Chief Creative Officer: Aaron Starkman Executive Creative Director: Leia Rogers, Morgan Tierney Editor: Leigh O’Neill, Thomas McKeen, Ignacio Florez Strategist: Aliz Tennant, Darren Yada Developer: Steve Lam, Ken Malley Producer: Terri Winter, David Fraser Winsby Production Company: Wave Productions Engineer: Dave Gaudet Account Manager: Devin Bonin, Elsie Blackman Chief Strategy Officer: Sean McDonald

Winning Website: losttapesofthe27club.com

As long as there's been popular music, musicians and crews have struggled with mental health at a rate far exceeding the general adult population. And this issue hasn't just been ignored. It's been romanticized, by things like the 27 Club—a group of musicians whose lives were all lost at just 27 years old. To draw attention to this issue, we used AI to imagine what these artists might have created, were they still with us. And we were positively overwhelmed by the conversation it sparked.