in our case, nothing! this compilation of music titled "N.Y. lounge – one night on broadway" (which by the way can still be purchased online ) was picked up in paris at fnac, while the campaign was still running! neither us or our client hennessy cognac had anything to do with that. it just happened organically and simply because they felt the image was cool enough to front their compilation. we couldn't ask for anything more. this perhaps did more for the brand than any ad could possibly do, and it cost, to be accurate, zero dollars. when something is done right and hits a nerve with the core audience it takes on a life of its own.
the compilation included music by artist such as: nebo, thievery corporation, boozoo bajou, jazzmatazz, and alkemx to name a few.