Woolworths RE: marries music and brand to give fans backstage access to 3 of South Africa’s top indie bands in an exclusively produced music video and interview series.
Last year Woolworths’ digital communications agency, Trigger Isobar, took on their first big campaign for RE: jeans – Woolworths’ in-house denim wear brand.
Woolworths is not often perceived as the typical destination to shop for the latest on trend denim wear, t-shirts, knitwear, jackets and accessories, and the challenge was to position the RE: brand as a young, vibrant and rebellious brand with clothing which appeals to the younger / trendier market.
Following RE’s strong relationship with music, Trigger Isobar then produced intimate interviews and live performance videos of Cortina Whiplash, The Plastics, ReeBurth and Voodoo Child. The videos were published on MK, VUZU and of course, Woolies’ Facebook pages and Youtube channels. Thirty second TV ads were also created and aired on VUZU and MK driving the user to the Facebook tabs. The overall objective was to bring together the brand and the band to create a ?coolness connection¹ and renewing the Woolies brand perception.
Keeping in line with last year¹s campaign, this year Trigger Isobar produced exclusive music videos. Intimate conversations and exclusive performances with top South African bands Van Coke Kartel, Gazelle and Ashtray Electric.
Each band performed a live track as well as an acoustic version of their work. The campaign is currently in its final installment with the three bands¹ acoustic tracks being release over the next few days. These exclusive videos are hosted on the WoolworthSA YouTube channel .
See the work:
Teaser Video RE: presents In Conversation: Van Coke Kartel, Ashtray Electric, Gazelle
Ashtray Live RE: Jeans Presents – In Conversation With Ashtray Electric
Van Coke Kartel:
Join the Woolworths Facebook page
Visit https://www.facebook.com/WoolworthsSA to ensure that you see the release of the Van Coke Kartel video as well as the three bands’ Acoustic version.
Trigger Isobar: www.isobar.co.za
Marco Russolillo: Creative Director
Anine de Wet: Account and Project Management Blaize Windscheffel: Designer
Pierre Coetzee Producer
Adriaan Louw – Cinematographer / Editor
Teejay Terblanche – Sound Engineer / Live Recording Stewart Innes – 2nd Camera Hennie Louw – Camera & Sound Assistant