Which brand (national or international) distinguishes itself by embracing the use of music? Do you have an example of a campaign that demonstrates this?
When I think of Karwei, I still remember the ‘Mystery Repeats’ jingle by Pete Philly & Perquisite. This campaign is now 15 years old.
Recently, I came across the ‘Class of 23’ campaign by Zalando, Het Buro, and Hammerfest. It’s a campaign where various young talents express their sound and style in a music video set in a cipher setting. The video is linked to a special Zalando website and published on the Top Notch channel. This is truly distinctive work that adds value for both young talents and consumers.
Zeeman previously created a similar campaign supported by fan-favorite Hef. As part of the SKEER campaign, Hef created the special song “S.K.E.E.R.” These are campaigns where a strong connection between music and lifestyle is established.
A strong musical identity fosters recognition and, at the same time, helps consumers identify with a brand. I appreciate seeing large international brands increasingly use young and local artists as ambassadors.
A great tip for rainy workdays: Check out this 4-hour-long YouTube ad from Nissan. The entire video features an animation of a woman driving a Nissan ARIYA with a Lofi soundtrack playing in the background. It’s gained quite a following, with 18 million views already. It sounds like a perfect way to create a relaxing atmosphere and enjoy creative content during those rainy days!