Music > Music Content

WE KEEP YOU ALIVE

BBDO BANGKOK / ALIVE UNITED / 2024

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Overview

Credits

Overview

Background

Alive United is new in a market of Photo stock, while big player are iStockPhoto, Shutterstock, Adobe.

Alive’s positioning is an exclusive online gallery who can make your works alive. How can Alive United place their

brand in consumer’s heart?

"Alive United introduces 'We Keep You Alive,' resurrecting Singha Musikapong's final song using 5,250 curated images and videos, crafting a unique collage art piece. The project seamlessly marries photos, handwritten lyrics, and dynamic effects. But the true emotional punch comes at the end: it's revealed that while all visuals are sourced from Alive United, they were hand-selected by Singha's closest friends and top fans. Additionally, the heartfelt handwritten lyrics in the video come directly from prominent figures like Thai rock star "Pae Slur", bands "Yellow Fang" and "Saliva Bastard", and Singha's own manager. For those familiar with Sqweez Animal, this is more than a music video; it's a nostalgic journey that sends shivers

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.

"Alive United introduces 'We Keep You Alive,' resurrecting Singha Musikapong's final song using 5,250 curated images and videos, crafting a unique collage art piece. The project seamlessly marries photos, handwritten lyrics, and dynamic effects. But the true emotional punch comes at the end: it's revealed that while all visuals are sourced from Alive United, they were hand-selected by Singha's closest friends and top fans. Additionally, the heartfelt handwritten lyrics in the video come directly from prominent figures like Thai rock star "Pae Slur", bands "Yellow Fang" and "Saliva Bastard", and Singha's own manager. For those familiar with Sqweez Animal, this is more than a music video; it's a nostalgic journey that sends shivers down the spine."

Describe the creative idea

"Alive United introduces 'We Keep You Alive,' resurrecting Singha Musikapong's final song using 5,250 curated images and videos, crafting a unique collage art piece. The project seamlessly marries photos, handwritten lyrics, and dynamic effects. But the true emotional punch comes at the end: it's revealed that while all visuals are sourced from Alive United, they were hand-selected by Singha's closest friends and top fans. Additionally, the heartfelt handwritten lyrics in the video come directly from prominent figures like Thai rock star "Pae Slur", bands "Yellow Fang" and "Saliva Bastard", and Singha's own manager. For those familiar with Sqweez Animal, this is more than a music video; it's a nostalgic journey that sends shivers down the spine."

Describe the strategy

Phase 1, we successfully transformed 300 recruited artists into media ambassadors. Leveraging their social channels, they simultaneously posted a blank canvas with the caption, "This photo has moved to Alive." This effort had a significant impact within the Thai creative community.

Phase 2, Alive United faces competition from major players in the photo stock market. Our unique proposition is an exclusive online gallery that brings art to life. To establish a deep connection with our audience, we tapped into the nostalgia and love for "Sqweez Animal," a beloved Gen-Y Thai pop-duo. We capitalized on the untouched demo of their iconic guitarist, "Singha Musikapong,", who already passed away. By highlighting this song and rekindling the passion of its community, we position "Alive United" not just as a platform but as a curator of memories and a bridge between the past and the present.

Describe the execution

"We launched the 'We Keep You Alive' campaign, reviving Singha Musikapong's last song, 'Insomnia.' The song, inspired by his own struggles with insomnia, vividly depicted a sleepless night, concluding with the phrase 'I will wake up again,' sending shivers down people's spines.

Our music video for 'Insomnia' featured 5,250 images from our exclusive gallery, with over 200 artists participating. We meticulously recreated his house for a nostalgic touch and cast a look-alike for Singha.

In a surprising twist, we revealed that all the imagery came from Alive United but were selected by Singha's friends and fans, who also contributed lyrics to the video.

Our efforts not only revived Singha's last song but also resurrected the SQWEEZ ANIMAL community.

A week later, we hosted an exhibition, auction, and fundraiser for 'Singha's Music Foundation,' showcasing hundreds of images adorned with handwritten lyrics from his friends and fans.

List the results

We received 401,318 engagement during this campaign.

5K Shares, 3 Millions free PR.

Alive United awareness rose by 55%.

New website registration increased by 75%.

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