A SONG. BY 180 INTERVIEWS

Short List
TitleA SONG. BY 180 INTERVIEWS
ClientCITY CHAIN COMPANY
Product / ServiceSOLVIL ET TITUS WATCH
CategoryA09. Excellence in Music Content Production & Distribution Strategy
EntrantMcCANN & SPENCER Hong Kong, HONG KONG
Idea Creation McCANN & SPENCER Hong Kong, HONG KONG

The Campaign

We transformed 180 interviews into a song about love. We took the hundred-year-old "Jupiter", a piece of classical music that the brand has used as a jingle for years and filled it with real couples' love stories.

Creative Execution

To turn a brand jingle into a piece of branded content relevant to Solvil et Titus' audience in Asia again - we travelled 4,400 miles across Asia, interviewed 180 Asian couples and invited them to tell us their real love stories through the lens of time. We then turned the love declarations we crowd sourced into lyrics to fill every line of 'Jupiter', the jingle the brand has used for years, creating a song, by 180 interviews.

The resulting love song was loved and embraced by the Asian music industry, topping music charts and has been kept playing on all music channels and radio stations ever since, garnering over 75 million total plays. In 3 months Total Song Plays: 40,000,000 Online MTV views: 35,300,000 Average reach across region: 1+63.8%, 3+ 49.8%

We have successfully transformed a jingle that Asian watch brand Solvil et Titus used for years and turned it into a branded love song loved and embraced by the entire Asian music industry. A first love song made up of real love stories, coming from 180 interviews we conducted throughout Asia.

1. Crowd sourcing love stories in Asia: We recruited hundreds of couples in different cities in Asia to tell us their love stories through the lens of time. 2. Transforming classical music into a pop song: We took Jupiter, a piece of classical music that the brand has used as jingle for years and recomposed it with contents relevant to young consumers in Asia. 3. Lyrics curated from collected love stories: Each line of lyrics in the song came from contents we collected in the 180 interviews we conducted throughout Asia.

Credits

Name Company Position
Spencer Wong McCann & Spencer Creative Chairman
Paul Swee McCann & Spencer Executive Creative Director
Chan Siu Kei Red Creation (Beijing) Media Ltd. Director
Cheung, Yee Mui McCann & Spencer Creative Director
Flora Tsui McCann & Spencer Creative Director
Apple So McCann & Spencer Art Director
Irene Chan McCann & Spencer Creative Director
Wendy Ho McCann & Spencer Agency Producer
Annip Yip McCann & Spencer Group Account Director
Dorothy Chan McCann & Spencer Account Manager
Yu Chin Yen Dongni Music Ltd. Music Producer
Leo Ku EEG Music Performing Artist
Huang Chung Ping Pin-Chi Co. Ltd. Film Director
Yuen Chi Him Define Creations Film Director
Rick Chui Happy Birthday Film Director