Auckland Symphony Orchestra.
Woolworths has transformed the 'Hot Cross Buns' tune into a full orchestral performance in a campaign via dentsu creative.
The track was re-scored and orchestrated by composer Ryan Youens, bringing together 32 musicians from the Auckland Symphony Orchesta (ASO) to elevate the well-known tune Hot Cross Buns into a grand symphonic arrangement.
"Taking this timeless piece, I've reimagined it into an epic orchestral arrangement,” Youens said.
"It's a journey from the familiar simplicity of a nursery rhyme to a grand, symphonic expression."
Woolworths senior marketing manager, fresh & own brand, Sam Gujer, said the campaign reflects the retailer's focus on elevating seasonal favourites.
"At Woolworths, we take the familiar and make it epic through innovation and collaboration, and that is exactly what we've done here, turning the humble Hot Cross Buns tune into a full orchestral performance with the ASO,” said Gujer.
Dentsu creative account director Tash Pinker said Woolworths has been dedicated to making their hot cross buns epic, so it was great to partner with the ASO to celebrate them and take the idea to the next level.
Dentsu creative team David Gillard-Allen and Jerome Toh, said “when we were first briefed, we realised our strongest memory of 'Hot Cross Buns' wasn't the food, but the song that was drilled into our heads when learning the recorder in primary school."
Dentsu creative chief creative officer Mike Felix said the recorder used for the initial sound recording was my actual recorder from primary school when I learned 'Hot Cross Buns' 36 years ago.
Auckland Symphony Orchestra musician & president, Nicola Couch, said there is a wonderful magic in the contrast between a child's rendition of Hot Cross Buns on the recorder and the epic sounds of a symphony orchestra playing the same tune.
“This highlights the powerful connection to the concepts of progress and achievement, and the importance of supporting our children to reach their full potential,” said Couch.
“By partnering with Woolworths on this unique project, we are celebrating that journey by bringing the simplicity of a time-honoured nursery rhyme to life in an enriched form."
