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
