Menulog, in support of local musicians, has launched a rework of Snoop Dogg’s Did Somebody Say track.
Starring Baker Boy, Kirsten Salty, D'Arcy Spiller and Big Twisty, the 60” master track will air October 17.
It is part of Menulog’s new integrated campaign Everyone Delivers Differently, which also includes 2 x 30” TVCs that each feature two artists and two 15”s with one artist each.
The campaign rolls out across broadcast, social, digital, CRM and PR. It was created and produced by Mushroom Creative House (part of the Mushroom Group). Melbourne producer Jerome Farah added his expertise to the full collaboration and hero track, as well as the individual artist tracks.
Mushroom Group chief executive Matt Gudinski says the campaign is a platform for young talent.
“We’re excited by the opportunity to give some of the country’s most exciting young talent a platform with the new Menulog campaign,” says Gudinski.
“At a time when Australian artists are struggling, it’s great to see a brand willing to support the local music industry rather than hunt down an international superstar.”
The campaign hopes to inspire other brands and businesses to include more local talent, particularly amid discourse around the lack of Australian talent in broadcast.
Menulog head of brand Fiona Bateman says the app-based food delivery service wants to support the music industry.
“The team in London did a phenomenal job on the Snoop work. It was universally loved, and rightly so. But the context is very different now. Everyone is only too aware that the local music scene has been decimated by Covid, so it was really important for us to invest the campaign budget locally and hero local artists,” says Bateman.
“We wanted to do everything in our power to support the industry and give the artists a chance to build new audiences.”
Mushroom Creative House COO Jess Tarpey says Snoop set the bar high.
“Following Snoop was always going to be an insanely high bar, but we collaborate and work with artists every day to ensure that our creative output is both authentic and unique,” says Tarpey.
“We wanted to bring in the artists’ individual personalities, as well as a bit of local Australian flavour, whilst also ensuring the final output formed a cohesive whole. Hopefully we’ve managed to achieve that.”
Speaking to the campaign theme Everyone Delivers Differently, the track and broader campaign celebrate individuality, particularly when it comes to cuisine. In lyrics written by each artist, Kirsten Salty shares her mandate for steamed buns with no pickles and fries in ice cream, while D’Arcy Spiller spills her love of a whole fish, Vietnamese style.
Credits:
Menulog
Marketing Director: Simon Cheng
Head of Brand: Fiona Bateman
Brand Manager: Mark Nicholls
Head of PR and Comms: Lisa Brown
PR Manager: Duncan Fredericks
Mushroom Creative House
CEO: Matt Gudinski, the Mushroom Group
COO: Jess Tarpey
Head of Advertising Creative: Darren Spiller
CCO: Tom Macdonald
Director: Brian Purnell
Editor(s): Brian Purnell and Liam Pethick
Producer(s): Alexandra Taussig, Tuesday Picken
Production Coordinator: Rachel Argall
Production Assistant (s): Daina Coxall, Jade Harbord
Music Director(s): Karl Richter and Cara McDonald
Music Producer: Jerome Farah
Sound Engineer: Mark J D’Angelo @ Backlot Studios
Artistic Director: Leah Popple
DOP Sydney: Cam Batten
DOP Melbourne: Michael Gibbs
Cinematography Consultant: Sherwin Akbarzadeh
Grade/Online: Ryan Brett @ Manimal Post
Post Producers: Kate Reynolds & Hannah Byrnand @ Manimal Post
CMO: Reegan Stark (PR), the Mushroom Group
Communications Director: Andy Purcell (PR), the Mushroom Group
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