The talented team at music, sound design and mix studio SHINDIG are responsible for the soundtrack to the newly revitalized and instantly-gone-viral got milk? campaign. The latest spot, “Ready Player Yum,” was released online today.
Executed by Weber Shandwick, the new series of got milk? ads are rooted in social media and influencer content. The TV, digital and social pieces feature unprompted user-generated content from across the web, showing various cool and unexpected ways that America enjoys milk. The ads are designed to bring to life how milk has the unique combination of taste that kids love and the right fuel growing kids need.
SHINDIG and Weber Shandwick created the catchy hip hop track for the spots, which was also used in the #GotMilkChallenge asking TikTokkers to “show us what you got,” helping to inspire thousands of Gen Z-ers to partake in the challenge. Since Olympian Katie Ledecky kicked things off and swam a lap with a glass of chocolate milk on her head, the hashtag has garnered over 4 billion views on TikTok alone. As is unique to the TikTok platform, the original song has been shared and resampled thousands of times.
- Watch videos from the TikTok #GotMilkChallenge here.
A true collaboration, SHINDIG worked closely with Weber Shandwick in creating the music and lyrics for the :30 broadcast spot. They were then tasked with customizing several additional :15 iterations of the now viral song, giving each spot its own unique instrumental and lyrical spin, tailoring the track for themes ranging from “Sports” to “Gaming.”
The team called upon rapper and influencer Chief Wakil, a mainstay at SHINDIG, to provide the vocals as well as help co-produce the original music alongside SHINDIG’s Creative Director Scott Glenn and Staff Composer Austin Shupe.
- Watch MilkPep’s got milk? digital and broadcast spots here.
Founder Scott Glenn personally oversaw the creation of each musical element. An experienced industry professional, he and the SHINDIG team have crafted music for brands like Snapchat, Adidas, RAM and Levi’s, to name just a few.
There were several aspects of working on this social-meets-broadcast campaign, including playing a part in the rebirth of an iconic ad campaign and tagline known to all. With music playing a crucial role in establishing the tone of the new ‘got milk?’ brand voice, SHINDIG had to land on the right talent and genre of music that would appeal to the TikTok generation. For the video got milk? created with Katie Ledecky, SHINDIG helped to nail down the verse, which thousands of TikTokkers then used with their own TikTok challenge videos.
The SHINDIG team, in collaboration with Weber Shandwick, demonstrated the nimbleness which was required to create a :30 broadcast spot, crafting a track customizable enough to lend itself well to a TikTok challenge, where music is so vital to its virility and success. Based on agency creative updates and UG (user-generated) clip clearances, SHINDIG wrote authentic hip hop music and lyrics that were adaptable to quick changes – on a daily basis.
Read the official MilkPEP press release about the campaign here.
About SHINDIG Music + Sound
SHINDIG is a music, sound design and mix studio located on the famed Jungle Beach in Playa Del Rey. They are a supportive, creative oasis that brings renewed excitement to every media project, reminding clients why they loved their concept in the first place. SHINDIG’s original compositions, music searches, custom sound design and final audio mixes reflect a work experience that is positive, inspired and relaxed.
Since opening their doors in 2017, SHINDIG have worked with a myriad of brands to create bespoke music, from Dr. Pepper to Universal Parks and Resorts, Lexus to Southwest Airlines and many many more.
- Check out their full reel here.
Learn more at shindigmusic.tv.
“Ǝvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of Ǝvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? Ǝvolution suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence, Ǝvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating —in the blink of an eye— the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called “progress” may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscar®... Read More