Brand: Kornuit
Agency: Fitzroy Amsterdam
Direction: Bear Damen
Production: CZAR
Music: Tom Trago - Working Machines
Published: May 2018
Synopsis:
The struggle is real.
An extensive study done by Mare research revealed that the majority of youngsters find it hard to be young. This is caused, among other things, by their own unrealistic expectations, choice overload and social timelines overflowing with the highlights of other people’s lives. Despite all this, this age group remains motivated to get the most out of life. As a consequence, they value experiences more than money or status.
For the main film, we filmed a group of real friends attending a festival, travelling along the coast of Portugal or just hanging out at home. Naturally, music plays a big role in these moments, as well as the world of Kornuit. That’s why we collaborated with our friend Tom Trago, who recently released his critically acclaimed masterpiece Bergen under the Dekmantel label.
The partnership consisted of more than just a soundtrack. Tom Trago and CZAR director Bear Damen locked themselves in a studio, emerging with a music video for the track Working Machines, which can also be heard in our TVC.
One thing we’re particularly proud of, is that the campaign was made entirely with and by its own target audience. From the strategy to its creation, the directing and its editing. As a certain senior stakeholder from the client side said during the process: “I don’t get it. But I suppose that’s a good thing."