| Lions Entertainment 2017 | ||
|---|---|---|
| Entertainment For Music | Music Craft & Composition: Use of Original Composition | Bronze Lion |
| Cristal Festival 2017 | ||
| Film | Beauty / Hygiene | Gold |
Title: Kenzo World- The New Fragrance
Agency: Kenzo
Brand: Kenzo
Country: USA
Entrant Company: Squeak E Clean Productions, Los Angeles
Advertising Agency: Kenzo, Paris
Production Company: Squeak E Clean Productions, Los Angeles
Composer: Sam Spiegel (Squeak E Clean)
Composer: Ape Drums (Squeak E Clean)
Performer: Assassin (Squeak E Clean)
Creative Director: Carol Lim (Kenzo)
Creative Director: Humberto Leon (Kenzo)
Synopsis:
The situation was that we needed a song that could be choreographed to, and could express the rebellious and individualistic energy of the film. The brief was that the song should feel aggressive and danceable but also have an extraterrestrial non-familiarity to it. The objectives were to make a great song that people would love and would be danceable for the talent.
Execution:
We created the track. Then we went to Jamaica and recorded an artist. We had a lot of back and forth with Spike the director regarding lyrics. We tailored the track structurally to fit with the vision that the director had. Then choreography was added to the music. Then we filmed using the music to dance to and tailored the track to work better with the film. Separate version we released as a single that was structured for radio through interscope records.
Strategy:
Our strategy was to create a great piece of music that serves the purpose of making something that feels alien and unique and very danceable with lots of percussive instruments, but to also create a piece of music that I feel proud of and feel proud to release as a single that people will gravitate towards.
Relevancy:
This song is a very integral part of the film, and was created specifically for the film.
Outcome:
The outcome was that we created a colorful, bold and diverse song that exudes freedom of expression and supports the message of the film. We created a great film that was a piece of art that happened to have a great product and brand attached to it. The film was received very well and went viral and the song went to number 2 on the global viral charts on spotify.
Campaign Description:
The creative idea was to make a hard hitting, danceable song with a lot of percussive elements that expressed the eccentric and unconventional tones of the film through music. We wanted the music to reflect the expressive spontaneity of this multi-media creative spot.