Bring, one green Bean and Havas Media unite to deliver culturally resonant campaign with today’s hottest music artists
(Pictured L-R: Adam Ireland, Simone Gupta and Mike Wilson)
Universal Music Australia’s creative agency BRING, one green bean and Havas Media unite locally as part of the ‘Vivendi Village’ to deliver fresh and disruptive campaigns for their broadbased client list.
Music artists – the original influencers – have always been at the forefront of connecting consumers. Emotionally aligned with their highly engaged fanbase through their art, cultural conversations and collaborations, they authentically build fandom. A recent study conducted by Universal Music Group, showed that artists’ social content consistently drives up to 8x more engagement when compared to other cultural figures, establishing music artists in a unique position when connecting with culture and in delivering tangible results for brands through creative partnerships.
Says Adam Ireland, general manager, BRING: “By opening up progressive and alternative marketing strategies to brands, we are able to drive authentic consumer connections for clients through artist-led initiatives. An exciting step for us was to collaborate with our artists and the premier ‘Vivendi Village’ organisations, members of the Vivendi Group – one green bean and Havas Media – to jointly develop a voice for their client’s brands in culture.”
Recently launched, the first campaign has been conceptualised and led by one green bean for client, naturally-inspired, ethical beauty essentials company, The Body Shop Australia, with an idea that brings together the power of music to emotionally engage consumers. This year The Body Shop Australia is partnering with homelessness charity, Launch Housing, a secular independent organisation passionately committed to their mission of ending homelessness. In Australia, the number one cause of homelessness among women and children is family and domestic violence.
A cover of the Crystal Waters classic song Gypsy Woman (She’s Homeless) re-created by The Voice 2020 Grand Finalist, Siala will sonically drive the campaign. Launch Housing work to challenge misconceptions – homelessness is an experience, not an identity. This Christmas with every purchase The Body Shop Australia will donate to Launch Housing to support women and children who are experiencing or are at risk of homelessness as a result of family violence.
Says Simone Gupta, CEO, one green bean: “Having direct access into the creative team and smart thinkers at Bring (UMG), is offering one green bean’s clients a unique connection into music culture and the entertainment data that enables us to smoothly implement an idea like The Body Shop Australia and Siala partnership.”
Says Shannon Chrisp, marketing and corporate responsibility director, The Body Shop Australia: “We are excited to partner with activist and singer Siala, to connect with our audience of young, smart, ethically engaged women, and in turn, engage them in our campaign to drive real change for women experiencing homelessness.”
The campaign will run across The Body Shop Australia’s socials, a TikTok donation drive challenge and Siala’s Spotify channel.
BRING also recently collaborated with Havas on a recent social campaign for Destination NSW, who looked to smart initiatives to drive regional visitation. The campaign for the Hawkesbury region showcases two diverse Universal Music Australia artists, ARIA Award winning country music trio, The McClymonts (UMA) and The Voice Season 9 Grand Final winner, Chris Sebastian (EMI) taking viewers on intimate journeys through the jaw-dropping region.
Says Mike Wilson, chairman, Havas Media Group: “We have worked with BRING only a handful of times in the past, despite all being part of the Vivendi Village. These campaigns showcase our abilities and what we can all achieve when we work together to drive efficiencies and results for our clients.”