Universal Music Australia’s creative agency, BRING, one green bean and Havas Media have joined together in Australia as part of the Vivendi Village, to create campaigns with a musical edge together.
Adam Ireland, general manager, BRING, explained, “By opening up progressive and alternative marketing strategies to brands, we are able to drive authentic consumer connections for clients through artist-led initiatives. An exciting step for us was to collaborate with our artists and the premier ‘Vivendi Village’ organisations, members of the Vivendi Group – one green bean and Havas Media – to jointly develop a voice for their client’s brands in culture.”
The first campaign was conceived and led by one green bean for The Body Shop Australia, with an idea that brings together the power of music to emotionally engage consumers. This year, The Body Shop Australia is partnering with homelessness charity, Launch Housing, a secular independent organisation committed to ending homelessness. In Australia, the number one cause of homelessness among women and children is family and domestic violence.
A cover of the Crystal Waters classic song, Gypsy Woman (She’s Homeless), re-created by The Voice 2020 Grand Finalist, Siala, will drive the campaign. This Christmas The Body Shop Australia will donate to Launch Housing with every purchase, to support women and children who are experiencing or are at risk of homelessness as a result of family violence.
Simone Gupta, CEO, one green bean, commented, “Having direct access into the creative team and smart thinkers at Bring (UMG), is offering one green bean’s clients a unique connection into music culture and the entertainment data that enables us to smoothly implement an idea like The Body Shop Australia and Siala partnership.”
The campaign will run across The Body Shop Australia’s socials, a TikTok donation drive challenge and Siala’s Spotify channel.
BRING also recently collaborated with Havas on a recent social campaign for Destination NSW, to drive regional visitation. In the campaign for the Hawkesbury region, diverse Universal Music Australia artists, ARIA Award winning country music trio, The McClymonts (UMA) and The Voice Season 9 Grand Final winner, Chris Sebastian (EMI) take viewers on intimate journeys through the jaw-dropping region.
“We have worked with BRING only a handful of times in the past, despite all being part of the Vivendi Village,” said Mike Wilson, chairman of Havas Media Group; “These campaigns showcase our abilities and what we can all achieve when we work together to drive efficiencies and results for our clients.”
Cover image l-r: Adam Ireland, Simone Gupta and Mike Wilson.