Klarna And BRING Agency Team Up With Aussie Talent To Create Iso Parody Song
What do The Inspired Unemployed, Tuka and Thandi Phoenix have in common? Like every other Australian, they were stuck inside their homes for weeks on end with little to do but online shopping and song writing.
The talented trio have since teamed up with leading shopping service and payments provider Klarna and Universal Music Australia’s BRING agency to write, record and produce a parody music track and video about the weird online shopping habits we all developed during lock down.
Widely recognised as a leader in innovation – Klarna recently ranked 5th on the 2020 CNBC Disruptor 50 List – they are also known for colourful and creative campaigns that challenge cultural norms. Unlike other traditional payments providers, Klarna’s focus is on delivering the best end-to-end shopping experience for consumers with curated in-app wish lists and price drop alerts, allowing shoppers to get what they really love – the inspiration for the song.
Get What I Love hilariously shines a big pink spotlight on these weird trends – the stuff we didn’t know we needed before the world changed… as well as a few cheeky “treat yourself” purchases – yes you, Tiger King G-String!
Written as a collaboration over Zoom, the original R’n’B flavoured pop song – Get What I Love – brings the Klarna brand to Australia in a big, bold and stand-out way and is designed to ‘stop the thumb’ and get people talking.
Andrea Darling, Klarna’s Head of Marketing for Australia and New Zealand says: “We are so excited about this collaboration and working with such amazing Australian talent. Klarna is all about the consumer experience and delighting customers. This music video illustrates perfectly how we do things differently and in a fun way. It’s time for a new kind of shopping service that is genuinely interested in its customer and fits with their lifestyle.”
From swapping high heels for Uggs, buying bread makers to bake that insta-worthy sourdough, to even making use of those hoarded baked bean tins to tone that at-home bod, the music video takes a light-hearted look back at the journey each and every one of us went on during our COVID-19 lockdown.
James “Griff” Griffiths, BRING agency Executive Creative Director, says: “By combining great talent, the power of Universal Music’s 100 years of creating hits as well as leveraging data to inform the lyrical content, we believe we have been able to create a track & music video that not only tells the brand narrative in an original and highly impactful way, but will really resonate with Australians emerging from lock-down.”
Added Adam Ireland, General Manager, BRING: “Music is the optimal vehicle in delivering Cultural Capital for brands, and we are excited that Klarna has committed to that journey. Klarna’s bravery gave us license to push creative boundaries by tapping into the assets and know-how of our music business -– streaming data, talent archetypes, licensing, media, music A&R and more to deliver what we think is a powerfully humorous cultural statement.”
The music video focuses on two flatmates (The Inspired Unemployed) stuck in lockdown in their apartment. Each week a new purchase is delivered to their door thanks to the smoooth Klarna shopping experience. As time passes, our two stars continue to make use of the items delivered, sometimes in unexpected ways.
The Inspired Unemployed says: “This partnership with Klarna was an absolute pleasure to work on and it was truly a team effort to bring the vision to life with incredible creatives like Tuka and Thandi Phoenix, who we learnt a lot from.”
Thandi Phoenix says: “I had a such a good time working on this project for Klarna during lockdown. It was really nice to be able to collaborate with different creatives on this song and making fun of some of the activities we’ve all been doing during isolation.”
Tuka says: “This project definitely saved me from the insane level of boredom we all experienced in lockdown. Thanks for getting me on board, Klarna has been a great brand to work with.”
The campaign will run across YouTube, social media, various media partnerships and PR.
Credits:
Andrea Darling, Head of Marketing, ANZ Klarna Bank AB (publ)
Rebecca Selth, Consumer Marketing Manager, Klarna
Chris Sadler, Marketing Specialist, Klarna
Leo Holte, Senior Marketing Associate, Klarna
Camilla Birkstrom, Brand Design Lead, Klarna
Erin Copithorne, Senior Copywriter, Klarna
Kellie Hush, Content Editor, Klarna
Ambre Harford, PR Lead, The Mint Partners
Adam Ireland, General Manager, BRING
James Griffiths, Executive Creative Director, BRING
Kate Allan, Music Partnerships, BRING
Sam Freeman, Brand Partnerships, BRING
Will Blackburn, Creative, BRING
Alexia Tomshin, Producer, BRING
Video Production: Entropico
Erin Moy, Executive Producer
Chester Buchanan, Director
Tim Burnett, Producer
Tom Black, DOP
Cole Bennetts, Photographer
Jacqui Hudson, Art Director
Isabella Mamas, Stylist
Joshua Slade Jasper, Set Designer
Song Production:
Tom Cardy, Producer
Lewis Mitchell, Sound Engineer
Latest News
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.