Awaken Your Senses.
Red Rock Deli has revealed its most ambitious flavour experiment yet: a song created with nothing but its 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.
Vandita Pandey, CMO ANZ snacks & beverages at PepsiCo; says the company believes in offering more than just a tasty chip, an experience that will awaken people's 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," says Pandey.
A four-minute track ‘All Your Energy’ was also released by Pnau via Spotify and Apple music. Nick Littlemore from PNAU says working with Red Rock Deli on ‘All Your Energy’ has been an interesting space for the trio 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," he says.
Letizia Bozzolini & Justin Butler, creative directors at Special Group, say Red Rock Deli has always been an experimental brand, whether in its advertising or its 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," they say.
”Pete Baker, Director, Revolver / Glue Society said; “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.”
Credits:
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
