The song “Paper Planes” has taken off and it’s all thanks to Vapor Music and Walmart’s Holiday campaign. Developed by Toronto’s Vapor Music, and performed by local artists East of Avenue, the track was created for the retailer’s 2014 holiday TV campaign, which features friends and family coming together to celebrate the festive season. “The Feast,” the centerpiece spot of the campaign, was directed by Jorn Haagen of The Corner Store, Toronto, for JWT Canada.
Right off the bat, “Paper Planes” really resonated with TV viewers. They found the tune to be so catchy that Walmart was flooded by calls from fans wondering about the artist behind the song and where they could find the full length track. That led to Vapor music working with East of Avenue to extrapolate “Paper Planes” and make it available in its entirety on both iTunes and Spotify. The song has turned out to be something of a holiday phenomenon. A “Paper Planes” music video has also been completed and launched on YouTube.
“As soon as I heard the song I realized that we had something special on our hands,” said Joey Serlin, president of Vapor Music. “There is a real honesty and lyrical sincerity to the track. The vocal performance is incredible and it feels instantly familiar. I’ve had inquiries from all over North America and Europe about East of Avenue. Record companies, publishers, music licensors, all want to hear more of the band’s material.”
It all started for “Paper Planes” when ad agency JWT Toronto asked Vapor to create an original track that captured the spirit and essence of family over the holiday season. The brief was tackled by Vapor’s Sean Fischer, one half of singer/songwriter project East of Avenue, who crafted the song’s sincere lyrics. The vocals were provided by East of Avenue’s other half, Noel Thomson.
