UBS: Inspiring Women
Agency
Publicis London
Director
N/A
Production Company
The Mill
Artist
Joss Stone
Song
'Free Me'
For International Women’s Day 2017, UBS planned a powerful campaign as part of the brand’s ‘Life’s Questions’ initiative. The campaign ties in with their long-term commitment to improve the financial industries for women.
Challenge
We at MassiveMusic were presented with the brief to find a track that could create the right emotional context. We wanted it to be universal yet intimate, catchy yet soulful.
A track sung by a woman who has spoken out on the subject of gender equality, that could resonate with the empowering message.
Approach
The chosen track was a re-recorded version of ‘Free Me’ by Grammy Award winning singer Joss Stone, exclusively produced for this campaign. We rearranged the song, slowed it down to highlight the message and flew to Joss Stone’s private studio to record it once again.
Watch the beautiful behind the scene footage with Joss Stone.
Solution
The re-recorded version of the song fits perfectly with the aim of their campaign. You can find the song on iTunes and Spotify, if you’d like to have a listen.
Even Joss was more than satisfied with our musical choices: “You guys really did your homework! I am pleasantly surprised when people are aware of the real intention of my songs. When you suggested my track for this story it felt like nothing but sweet serendipity to me – a perfect fit.”
Not to brag, but this collaboration really showcases everything we do as a full-service music agency: from creative music search and artist handling to music production and licensing. Fun fact: we also did the sonic branding for UBS.
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