- Wednesday, May. 7, 2014
The Outshine snacks brand is launching a new campaign called “A Million Ways to Outshine,” with a high-energy track from KBV Records’ artist Romans Are Alive. The band’s song “Green Light Burn Bright” was licensed via KBV for the campaign, which breaks in early May, created by agency J. Walter Thompson, New York.
The :30 spot, entitled “A Million Ways to Outshine,” is driven by the indie rock beat of the band and features a montage of action-packed scenes of outdoor sports, family fun and a healthy lifestyle that includes Outshine frozen snacks. Paul Greco, Director of Music & Radio for J. Walter Thompson, turned to KBV Records Founder Tony Verderosa once the campaign’s creative brief crystallized.
“The client asked for a contemporary song that felt youthful, fun and brought some excitement to the visuals,” Greco says. “Tony and his team at KBV did an extensive search on artists that fit that mold, with songs that would express that emotion about the product.”
The Right Song
The song that ultimately stood out was the raw drums-and-guitar fueled “Green Light Burn Bright” by Romans Are Alive, a NYC-based band influenced by equal parts ‘60’s Brit rock and ‘70’s glam, which had the exact sound and style that the Outshine brand wanted. “It just kept coming back that this was the right song,” says Greco. “It felt perfect for the brand and the spot.”
An indie record label informed by the deep music supervision experience of Verderosa, KBV Records is structured to make synch licensing for advertising, TV and film a seamless experience. Once “Green Light Burn Bright” had been selected, Verderosa helped customize the track at New York’s famed Avatar Studios to ensure a 100 percent fit with the campaign’s messaging. Procuring the synch license for the Outshine brand was also streamlined by KBV Music’s media-ready structure.
“KBV specializes in connecting brands with emerging artists from all over the world,” Verderosa says. “Because of our expertise with music supervision and publishing, we’re able to expedite a synch license efficiently.”
More Than A Soundtrack
Beyond the broadcast campaign, the Outshine brand is looking to Romans Are Alive and KBV Records to provide more than just the soundtrack for the brand – equally important are the Web/mobile branding components that also feature “Green Light Burn Bright,” including an Outshine brand remix that fans can download on the Outshine website at www.outshinesnacks.com. Other mutually beneficial tie-ins are also being explored.
“Brands today, more than ever, like the idea of finding an emerging band and being part of their world,” Tony Verderosa says. “Bands take pride in that too – a campaign like this can be a huge assist in finding a much larger audience. When the song and the product are in synch like Outshine snacks and Romans Are Alive, it resonates with the audience and forges a visceral emotional connection.”
The band’s self-titled album will be released on May 6th, the same day the Outshine campaign launches.
About KBV Records
Tony Verderosa, the founder of the KBV Records, is an established performer and music supervisor that has worked with Katy Perry, Dream Theater's John Petrucci, Joe Perry (Aerosmith) and Michael Brecker among others. Tony has been at the forefront of Band/Brand Partnerships for almost 10 years. For more info about KBV Records go to http://www.kbvmusic.com.
Named one of “The World’s Most Admired Food Companies” in Fortune magazine for seventeen consecutive years, Nestlé provides quality brands that bring flavor to life every day. From nutritious meals with LEAN CUISINE® to baking traditions with NESTLÉ® TOLL HOUSE®, Nestlé USA makes delicious, convenient, and nutritious food and beverages that make good living possible. That’s what “Nestlé. Good Food, Good Life” is all about. Nestlé USA, with 2013 sales of $10 billion, is part of Nestlé S.A. in Vevey, Switzerland — the world’s largest food company with a commitment to Nutrition, Health & Wellness — with 2013 sales of $99 billion. For product news and information, visit Nestleusa.com or Facebook.com/NestleUSA. For more info about Outshine: www.OutshineSnacks.com
To Watch the “Outshine” spot and download the song “Green Light Burn Bright” by Romans Are Alive and photos: http://kbvmusic.gosimian.com/v2/sp/m/g/X9KW-za1rOfAhEgrYOvm-w/492
For more info about Outshine: www.OutshineSnacks.com
Client: Nestle/: Outshine Fruit Snacks
Agency: J. Walter Thompson, New York
Creative Director: Chad Baker, Art Director: Lindsey Montague, Copywriter: Chelsea Dubois, Producer: Gillian Blain, Director of Music & Radio: Paul Greco
Production Company: HSI/ The Sweet Shop, New York
Director: Margret & Joy/ Mark & Louis, Executive Producer: Maddie Carlton/ Laura Thoel,
Music: KBV Records, New York
Artist: Romans Are Alive, Licensed Track: "Green Light Burn Bright” (Outshine Mix), Executive Music Producer: Tony Verderosa
Editorial: Cosmo Street, New York
Audio Post: Sound Lounge, New York
Engineer: Rob Difondi