Raconteurs "Consolers of the Lonely"

Client: Warner Brothers / Jack White
Project Type: Online Promos: Production & Editorial

Warner Brothers approached us with the task of promoting the new record from The Raconteurs with one caveat – the band would not be available to participate. We came up with this 3-part storyline featuring the discovery, development and distribution of “The Raconteur”.

Part 1: “From Old To Gold” – This spoof of Antiques Roadshow introduced “The Raconteur”. We designed the hero prop to feature moving parts, glowing lights and puff smoke at the end. The prop is now owned by Jack White and sits on a shelf behind the counter at Third Man Records in Nashville. A microsite and YouTube channel were created where fans could upload their own “old to gold” finds. The campaign kicked off with a premiere on Boing Boing.

Part 2: “Infomercial” – We created a modernized version of “The Raconteur” with a jug-band guitar hero vibe. We also integrated a functional toll-free telephone line to extend the interactivity of the campaign. This was accompanied by a tongue-in-cheek press release that ran as actual “news” on a number of outlets with less-than-stringent fact-checkers.

Part 3: “Raconteur Action Pack” – In this final spot of the campaign, we were able to incorporate performance footage of the band by inserting them into our vintage on-set television. We shot this on location in Oregon and ended up creating a variety of cuts, including an exclusive Bluegrass version of the song featuring Ashley Monroe & Ricky Skaggs.