In this video, the viewer is taken on a journey designed to relax the nervous system and calm the anxious mind.

The ambient track is a collaboration between New Zealand's biggest pop star, BENEE and neuroscientists, using musical elements scientifically shown to reduce anxiety, from chord structure, to tempo, to lyrics. It is paired with a music video, set in an animated world, that uses therapeutically calming visual elements and techniques.

Each animation in the video is carefully considered to work in conjunction with the music, lowering the viewer's state anxiety, regulating their breathing and calming racing thoughts.

After the banking sector posted a quarterly profit of $1.74billion, they were charged to act with Social Licence by Prime-Minister Jacinda Ardern - acting above regulation and into public approval. ASB's marketing efforts were centred around sports sponsorships and stadiums, and made a bold step towards more pressing matters. After discovering psychological distress soared to 24% for youth, and the teen suicide rate 2nd highest in the OECD, ASB partnered with a "for youth, with youth" organisation: Youthline.

Once the partnership was announced, Youthline became overrun with calls and messages, highlighting the severity of the issue in NZ. ASB wanted to reduce the number of youths that needed to call Youthline.

We had three key objectives:

- Lift ASB's Corporate Reputation Score +5

- Create a digital tool to help struggling youth

- Tell New Zealand about this digital tool

10million+ streams

Corporate Reputation Score +9.9 and contributed one of the greatest positive impacts to ASB's reputation - higher than even sponsoring the All Blacks!

Brand love on average went from 113 to 122.

23 million impressions on ASB owned social media channels

725,000 reach through earned PR

210,021 reach through influencers

Average engagement rate of 10.1% (industry standard is 5%)

Bagels has been added to 80 'chill' playlists worldwide

Hit international headlines through the Rolling Stone, Sydney Morning Herald, and NBC – an American news outlet.

The more people that knew about this tool, the more effective it could be at alleviating symptoms of anxiety. Plus, according to PR-based measurements, there was 100% positivity across all stories mentioning Bagels as a new resource to support youth mental health.

Each person listening to the song represented more than a fan or consumer. They were someone needing help.

New Zealanders don't trust banks because of their 'astronomical' profits, and wanted to see them help the public with their funding.

New Zealanders also have 'tall poppy syndrome' and a 'she'll be right' attitude to everything, including mental health. But, we needed new solutions for anxiety and mental illnesses.

Working with neuroscientists from Auckland University of Technology, each animated scene in the music video was carefully created using therapeutically calming visual techniques. This includes everything from shapes, to colours, to smooth movements that relax the viewer.

Incorporated into every scene is Eye Movement Desensitisation and Reprogramming (EMDR). In essence, this involves getting the viewer's eyes to move side to side repeatedly, a technique used by therapists in the treatment of trauma patients.

The challenge was incorporating these visual elements into a video that would hold the viewer's attention throughout the entire track, so we had to design a range of different scenes to move through as the video progresses.