Swisse

New work | 2 minute read

Swisse

Creating a Pan-European Brand Launch Identity

Words by Keith Bayley, Friday 12 Aug 2016

 

We’re thrilled to have just had sign-off on a project that delivers a musical identity for one of the world’s leading wellness brands, planned to run across all media for the next five years.

Swisse is Australia’s #1 multivitamin brand and they've recently launched a campaign across Europe using a variety of stars from the worlds of sport, fashion and entertainment: including actress and former Miss Italy, model Giusy Buscemi, Juventus Captain Claudio Marchisio, Nicole Kidman, Alesha Dixon, celebrity chef George Calombaris and Dutch Olympic swimmer Ranomi Kromowidjojo in the Netherlands. These films would focus on the unique health benefits of the products and the very distinctive personalities and lifestyles of each of the different ambassadors. The music had to deliver this crucial balance of brand consistency, energy, impact and yet be versatile enough to work across various film styles, territories and languages…

Our friends at Publicis came to us to solve this very specific brief: create something identifiable, memorable yet simple enough it could be re-worked into different musical guises and across different edits.

We began by focussing on the key aspect of a signature melodic intro and end motif that could then be extrapolated out into the fabric of a track itself. It was important for us that the mnemonic didn't feel separate or 'bolted-on' to the main track, instead we approached it almost like an intro and coda, to avoid it running the risk of feeling a little 'naff'. We also discussed with the client, the need for a reasonably economical arrangement. One that balanced space for the wall-to-wall V/O with delivering the necessary energy, movement and build.

We fired up the coffee machine and got stuck into a stage of intense development, working closely with the Publicis Group Creative Director to produce a diverse range of musical routes that explored different ways of cracking the brief. After various stages of client research groups (always a good test of creative resilience), we arrived a track that nailed the brief, to everyone’s delight…including ours! Based on a simple but striking melodic theme, we demonstrated to the team how the track worked equally well both in a stripped back, organic, acoustic setting or in more beefed up electric mixes.

The campaign launched in Italy in the spring and is now rolling out across Europe in different territories each month, there are currently a range of films playing out at the moment, with lots more activity planned for the rest of 2016…. Take a look at just one of the films below, for the Italian market.

Share

Posted by

6zeztR3rlOC6RRyMMLeF6zvYOB757V3CjfpsUuEv

Keith Bayley

Senior Composer & Producer

Friday 12 Aug 2016