Radio and Audio > Excellence in Radio & Audio
FALLIN' APART (FT. THE CALLING)
BBH SINGAPORE, Singapore / INCOME INSURANCE / 2024
Awards:
Overview
Credits
Overview
Write a short summary of what happens in the radio or audio work.
This is a song, a rock anthem. It follows the genre and style of The Calling's music. It tells the story of someone reflecting on their regrets when their life starts to fall apart, and how they wish they could reverse time and change their choices.
Background:
Many Singaporeans in their 30s-40s are underinsured.
But this is a message no one wanted to hear.
So we had to find a new way of making them listen.
To remind them that it was important to get adequate insurance coverage while they could.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
Our target audience was Singaporeans in their 30s-40s. They were a group that grew up in the 90s-2000s, and as such would remember the music of that era with fondness.
Describe the Impact:
The song was played 2.1 million times on YouTube alone, and received numerous positive comments across platforms.
Translation. Provide a full English translation of any audio.
The song is in English.
Tell the jury about the use of music.
The topic of inadequate insurance coverage is an uncomfortable one that few want to talk about.
But music can be a tool to address sad topics and uncomfortable feelings.
So we used music to bring to life how it feels when one lacks adequate insurance coverage -- one's life falls apart.
We also made use of the genre conventions and music style of The Calling. We wanted to trigger an nostaglic reaction in our target audience, to encourage replayability and an emotional connection with the song, and as a result our message.
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