The Avalanches Launch New Album Campaign With Retro-Futurist Alternate Reality Game
By
Scott Lapatine
Master baker tier. Every paragraph earns its place on the tray.
Summary
The Avalanches, an Australian electronic duo, are launching their new album (LP4) through an elaborate alternate reality game (ARG) tied to a fictional company called Takumi. The campaign includes a wiped Instagram, a new logo possibly inspired by Tatsuro Yamashita's 1983 album Melodies, and a Takumi Digital Archives presence on Spotify with looping Canvas animations. The rollout resembles an RPG-style experience to build hype for the upcoming album.
Key quotes
· 3 pulledThe campaign is tied to a fictional company called Takumi.
On Spotify, the Avalanches' looping Canvas video is now an animation that ends with the word 'TAKUMI.'
It also surfaced on the Takumi Digital Archives
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