Red Rock Deli revealed as collaborator behind new Pnau single ‘All Your Energy’ via Special
Red Rock Deli has revealed its most ambitious flavour experiment yet: a song created with nothing but their signature ingredients. The newest single from Pnau, the multi-platinum, ARIA-awarded act, has been created in collaboration with Red Rock Deli to mark a significant moment where the worlds of food and music collide in the brand’s new Awaken Your Senses campaign.
Inspired by the trend of sampling unusual sounds, from squeaky doors to pedestrian crossings, Pnau and Red Rock Deli have taken this to new heights, composing an entire track with remixed samples like a chilli ‘clap’, lime ‘synth’, sour cream ‘tambourine’ and chip crunch ‘hi-hats’. The process was captured in collaboration with Revolver / Glue Society, Rumble, and Level Two Music, and the campaign will be live from March across Meta, TikTok, YouTube, OOH and Spotify.
Says Vandita Pandey, Chief Marketing Officer ANZ Snacks & Beverages, PepsiCo: “Red Rock Deli is a brand that is constantly pushing the boundaries of complex and layered flavour. We believe in offering more than just a tasty chip, an experience that will awaken your senses and make life more rich, interesting and textured. Partnering with an artist like Pnau brings this message to life in an exciting new way that places the brand at the intersection of art, music and culture and we’re thrilled that the launch of the ‘Awaken Your Senses’ campaign will offer people a moment to experience the fusion of flavour and sound like never before.”
A four-minute track ‘All Your Energy’, was also released by Pnau via Spotify and Apple music and will be sure to excite both music and Red Rock Deli fans alike. Check it out below.
Says Nick Littlemore from PNAU: “Working with Red Rock Deli on ‘All Your Energy’ has been an interesting space for us to play in. The fusion of music and food is something we haven’t done before, and it set a new challenge for us. ‘All Your Energy’ is a quintessential PNAU track but with complex new layers for our fans to explore.
Says Letizia Bozzolini and Justin Butler, Creative Directors, Special Group: “Red Rock Deli have always been an experimental brand, whether in their advertising or their flavours. This campaign elevates that experimentation into culture, art and music, for everyone to enjoy. Bringing this idea to life with PNAU was a career highlight.”
Adds Pete Baker, Director, Revolver / Glue Society: “Bringing together film, art, music and food to create something new is exactly the kind of project we at The Glue Society love. The chance to work with an iconic brand and band made the experience all the more rewarding.”
CLIENT: Red Rock Deli
CHIEF MARKETING OFFICER, SNACKS AND BEVERAGES, ANZ: Vandita Pandey
MARKETING DIRECTOR SNACKS, ANZ: Tracy Hardwick
MARKETING MANAGER: Tom Floyd
SENIOR BRAND MANAGER: Anita Cheng
BRAND MANAGER: Liam Crothers
CREATIVE AGENCY: Special
PARTNER / CEO : Lindsey Evans
PARTNERS & Co-CCO: Julian Schreiber & Tom Martin
CREATIVE DIRECTORS: Justin Butler & Letizia Bozzolini
TEAM LEAD: Michelle Braslin
BUSINESS DIRECTOR: Molly Dyer
CSO: Dave Hartmann
HEAD OF FILM & CONTENT PRODUCTION: Sevda Cemo
SENIOR PRODUCER: Kat Stephens
HEAD OF STILLS: Nick Lilley
PRINT PRODUCER: Danielle Senecky
DESIGNER: Sabine Schwarz
FINISHED ART: Jen Bailey
PR AGENCY: Special PR
MANAGING DIRECTOR: Alex Bryant
ACCOUNT DIRECTOR: Sarah Halpin
PUBLICIST: Allex Conley
VFX (OOH): Flux Animation Studios, New Zealand
EXECUTIVE PRODUCER: Joshua Forsman
FILM PRODUCTION: Revolver
DIRECTING COLLECTIVE: The Glue Society
DIRECTOR: Pete Baker
MANAGING DIRECTOR / CO-OWNER: Michael Ritchie
EXECUTIVE PRODUCER/Partner: Pip Smart
EXECUTIVE PRODUCER: Jasmin Hellier
PRODUCER: Caroline Kruck
CINEMATOGRAPHER: Aaron McLisky
PRODUCTION DESIGNER: Damien Drew
POST PRODUCTION: The Glue Society Studios
EDITOR: Luke Crethar
COLOURIST: Scott Stirling
ARTIST: PNAU
MUSIC TRACK TITLE: All Your Energy
PUBLISHER: Universal Music Publishing Group, 120 Publishing, Wizard of OG
MASTER RIGHTS HOLDER: TMRW Music
MUSIC SUPERVISION: Level Two
MUSIC SUPERVISOR: Marcus Brooke-Smith
SOUND: Rumble Studios
SOUND PRODUCTION: Jeremy Richmond
SOUND ENGINEER: Daniel Williams
SOUND DP: Michael Gie
SOUND PRODUCER: Irene Kakopieros
MEDIA: PHD
Group Business Director: Jen Jones
Digital Director: Paula Rebello
Strategy Director: Zachary Kelly
Group Investment Director: Christine Chen
Senior Investment Manager: Mikeah Iriving
Digital Manager: Grace Parsons
Account Coordinator: Violet Zhang
Entertainment Partnerships Account Director (DRUM): Avril O’Neill
Entertainment Partnerships Account Exec (DRUM): Nicholas Warrand
25 Comments
This idea again? So bored of music made by ingredients. Next.
For PepsiCo, and nice craft
Actually make Red rock deli kinda cool?
no
We love it.
@Jesus Christ This comment again? So bored of people who are bored of music that’s made by ingredients. Next.
Please stop commenting on our own work. It’s embarrassing and obvious.
It’s giving Charlie Puth “what if there was a song that started with…”
That’s the only kind thing I have to say about this.
“Ahhhhh, this is killing me.”
The fact you think this would ever reach Yorke is just a flawed premise altogether. You imposter
This is the brief that will never die. Can you make a music track out of the product sound???
Artist will say… not really, but we will take your money!!
Can we all stop making fake mock-ups. These are bad.
Love it, really smart use of sounds and visuals with a great backdrop.
P NO!
Not saying I’ll be buying Rock Deli but I did just open Spotify to hear the full track. If it legit started with these captured sounds, that’s incredible craft. AFAIK it’s a step up from any similar effort, well done. (Cool art direction too)
Very overdone idea but feels fresh.
Stuff like this makes me want to punch myself in the face for working in advertising.
Trying to understand the concept. So you took the sounds of the raw ingredients and manipulated them until they turned into something that sounds nothing like the raw ingredients? Wouldn’t the remix concept be better for drinks, aka mixers? Again, well done on getting Pnau.
In terms of recall: it’s PNAU, then maybe Red Rock Deli.
SIGH.
Ok… so let me explain how this works.
The only real sounds are the handful of sounds you hear in the opening… the stove, the bottle top, cutting etc. These elements are used as percussive elements cause it’s EASY to use them like this…
A few highlight sounds are the used, like the flame to support the images (more of an audio post thing).
The REST of the music is the normal synths that PNAU use.
A lot of it is purely visual candy.
Done a million times before, will be done a million times more, but hey, PNAU ….COOL!
Yes, that’s how it usually goes, but then using a headline that says ‘with NOTHING BUT Red Rock Deli ingredients’ would be shameful
So they didn’t even bother to manipulate the sounds to turn them into synths?
It’s in the article.
Lime Synth… An EQ has been used to isolate a single note… & Soy sauce bass: A single C note has been isolated from the drip…’