NEVER STOP PLAYING

TitleNEVER STOP PLAYING
BrandUNILEVER
Product / ServiceMAGNUM
CategoryA04. Use of Licensed or Adapted Music
EntrantBIG SYNC MUSIC London, UNITED KINGDOM
Idea Creation LOLA MULLENLOWE Madrid, SPAIN
Production BIG SYNC MUSIC London, UNITED KINGDOM
Production 2 PROPAGANDA PRODUCCIONES Madrid, SPAIN
Production 3 BACON X Madrid, SPAIN

Credits

Name Company Position
Martin Werner Proppa&Bacon Director
Andrew Stafford Big Sync Music ECD
Pablo Martínez Proppa&Bacon Executive Producer
Peter Grant/Pancho Chamorro Proppa&Bacon Art Director
Nicolaj Bruel Proppa&Bacon Director of Production
Melanie Buchave/Lucia Lopez Spinola Proppa&Bacon Wardrobe Consultants
Filip Malasek Robota Editor
Chaco Puebla LOLA MullenLowe Madrid Chief Creative Officer
Pancho Cassis LOLA MullenLowe Madrid ECD
Tomás Ostiglia LOLA MullenLowe Madrid Global Creative Director
Tom O’Brien LOLA MullenLowe Madrid Global Business Director
Carlos Solchaga LOLA MullenLowe Madrid Global Account Director
Lucas Reis LOLA MullenLowe Madrid Art Director
Tomás Ostiglia, André Toledo, Hetu Negri LOLA MullenLowe Madrid Copywriter
Florencia Caputo LOLA MullenLowe Madrid Agency Producer

The Campaign

We wanted to create a modern remix of a classic song. But we didn't just remix the original, we re-recorded it and remixed it.

Creative Execution

Countries have regionalised the main global film edit however the international appeal of the song has meant that although the visuals may be adapted to suit different regions, and different product variations, the song has been used in all the campaigns that have rolled out so far throughout Asian countries from April 2017. The recording is licensed for all forms of TV, cinema, all forms of digital, BTS, PR, Events

It's still early for full results but the campaign has been received well so far in the countries it has rolled out in. Indonesia has seen over 1.3million YouTube views already.

We worked with the creative agency to adapt a classic song to fit their new Magnum ad, to modernise it, to make it relevant to a young audience internationally.

We wanted to create an authentic modern remix rather than simply throwing Instead of putting some modern beats under the original recording, we went into the studio and re-recorded the original from scratch, 100% live. We then took this revamped master to the seminal record label Ninja Tune and more specifically electronic artist Alex Banks (who already had a great track record remixing Bonobo, Andreya Triana, Vessels, The Acid, amongst many others).     Alex then took our version and applied his electronic magic across the whole track. Once we heard the finished remix the whole team were sold and we knew we were on to a winner.

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