Four was engaged for the global campaign for the long-awaited autobiography of Yusuf Islam / Cat Stevens, one of music’s most enigmatic and influential figures. More than a memoir, the book offers a deeply personal account of decades of artistic evolution-from folk beginnings and 60s stardom to spiritual transformation and his cultural impact and legacy.
Four shaped the creative direction and delivered production across out-of-home and social content, alongside media planning and strategic counsel. The campaign was designed to reflect the richness of Yusuf’s story and musical journey while driving commercial impact.
A sold-out tour was integrated into the book launch strategy, while strategic reuse of assets - such as the ‘Shine’ video originally created for BST Hyde Park - across Amazon and OOH channels extended reach and reinforced the campaign’s presence across physical and digital platforms.
The momentum helped propel the book to #2 on the Sunday Times Bestseller list and #1 on the Saturday Times (which focusses on Waterstones sales) charts.
