Challenge

British Council build cross-cultural connections, through tours and shows. But to reach and engage audiences at scale, they needed to change their approach.

Strategy

Listening to the music of a culture is fine - but to really form connections, the audience needs to create.

Idea

Mix The City, an interactive digital platform that allows anyone with a smartphone to make their own music with artists from cities across the world. Try it yourself.

920k

INTERACTIONS IN OVER 200 COUNTRIES

13

CITIES WORLDWIDE, WITH MORE IN THE PIPELINE, AND THEATRE AND DANCE EDITIONS.