It seems to be an ever-more anxious world and young people are feeling that deeply. The Monkeys Aotearoa has developed a song with New Zealand bank, ASB, and partner, Youthline, scientifically designed and tested to ease anxious feelings. It is free for anyone who is feeling anxious or overwhelmed.
The Monkeys used data and test results from with leading neuroscientists at Auckland University of Technology to brief pop star, Benee, her producer, Josh Fountain, to write a song using proven anxiety-relieving elements in its musical keys, melody, tempo and chords. The song, Bagels, was then recorded by Benee and evaluated by AUT professors to confirm it adhered to anxiety-reducing principles.
A music video was then produced by The Monkeys and animation house, Assembly, that is as calming as the song. The video’s design principles, from colours to shapes to eye movements, are based on scientific advice, to make the video’s visuals relaxing for those who watch it.
Bagels is being promoted with a campaign running across social media, including TikTok and Instagram, along with digital, out of home and radio.
Helen Fitzsimons, chief marketing officer, ASB, commented, “Our partnership with Youthline is about delivering to our purpose and contributing meaningfully to the lives of all New Zealanders. With this campaign, we set out to create a tool to help our young people ease anxious feelings.
“Alongside our partner Youthline and professors at AUT, we took the scientific findings and used them to create a new song that can help ease rangatahi in the moments they feel overwhelmed or under pressure.”
Dr Dan Shepherd, AUT lead professor, added, “We carried out neurological and physiological testing on 30 participants to test its effectiveness at reducing symptoms of anxiety. It works.”
Credits:
Client: ASB
Chief Marketing Officer: Helen Fitzsimons
Brand Experience Lead: Bianca Osborne
Marketing Manager, Community Partnerships: Hannah McHugh
Executive Manager, Commercial Partnerships: Mark Graham
Senior Social Media Manager: Jasmine Taggart
Senior External Communications Manager: Hannah Searle
Social Media Specialist: Christienne Jauregui
External Communications Specialist: Bisera Martinovska
Associate Marketing Manager: Samantha Wootten
Client Partner: Youthline
Chief Executive Officer: Shae Ronald
Clinical and Services Manager: Joanna Madsen
Fundraising, Marketing and Communications Manager: David Baker
Partnerships Specialist: Tiffany Eastgate
Creative Agency: The Monkeys Aotearoa, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Chief Business Officer: Storm Day
Head of Strategy: Tom Sykes
Senior Strategist: Craig McLeod
Head of Integrated Production: Rosie Grayson
Group Business Director: Ruth Coulson
Senior Business Manager: Olive Broughton
Creative Directors: James Conner & Christie Cooper
Senior Art Director: Liz Richards
Senior Copywriter: Nick Dellabarca
Art Director: Jack Close
Copywriter: Zak Hawkins
Design Lead: Lucinda Fortescue-Hansen
Senior Finished Artist: Lisa Stowers
PR Consultant: Kimberley Kastelan
Music production partners
Songwriter & Artist: Benee
Songwriter & Producer: Josh Fountain
Backing Vocals: Tiare Kelly
Vocal Engineer: Doug Clarke
Mix Engineer: Aaron Short
Mastering Engineer: Chris Chetland
Manager, CRS Management: Campbell Smith
Production Company: Assembly
Director: Matt Von Trott
Lead Art Direction & Animation: Josh Fourt-Wells
Art Direction & Animation: Frankie Principe
3D Animator: Elliot Stronge
Motion Designer: Will Bardebes
Executive Producer: Jane Oak
DOP: Darryl Ward
Photographer & Retouching: Frances Carter @ Loupe Agency
Design Agency: One Design
Videographer: Finn Cochrane
Grade: Pete Ritchie
Online: Creature Films
Sound Mix: Liquid Studios
Media: Dentsu NZ & Acquire NZ
