What better way to celebrate 50 years of British music than to launch a nationwide search to discover it's true musical DNA?

Of course we could have just taken a poll, but that would have been boring so instead we partnered with Buzzfeed to design a quiz that didn't directly mention music at all.

The quiz transformed everyone’s results into their own, personal musical DNA…which we used to form a unique animated dancer.

First we designed 24 dancing caricatures that represented the UK’s 12 biggest music genres from the past 50 years.

We created a themed background for each with a unique, contextual copy template for user personalisation and composed 12 different versions of the same melody for each of the characters to dance to.

Finally, we mixed up all the elements and used data from the quiz to put them back together, albiet in a very different order!

Partygoers at British Summer Time could discover their musical DNA on touchscreens and get their dancers immortalised on festival-ware.

There was a digital version of the Hyde Park festival for all the mix-ups to party at > 1000's of mixed-up dancing genres on a fully navigatable isometric map with filter functionality and an eclectic soundtrack.

Online, the mix-ups invaded social networks and spread across news sites, bringing in wave after wave of Brits eager to make one of their own.

When all was mixed and shared, festival-goers, celebs and music fans from across the country had completed 290,736 quizzes and created 93,850 dancebots.

There were over 1million unique visits to the camaign site and the average quiz dwell time was 5x the Buzzfeed standard.

The campaign was the Judges Choice at the 2017 Campaign Tech Awards.