Global music agency picks up three LIA statues, with ‘Rapper’ collecting one of only five Music & Sound Golds
Centraal Beheer’s ‘Rapper’ campaign, created by MassiveMusic in collaboration with DDB & Tribal Amsterdam, has scooped Gold at this year’s London International Awards (LIA).
With over 250 films entered into the Music & Sound medium, only five entrants picked up a Gold LIA – including the impressive MassiveMusic campaign.
Fronted by rapper Young D and featuring music production from MassiveMusic, the campaign for the Dutch insurance company is a humorous exploration of what can go wrong if you’re not always totally in control. Celebrating his new record deal with a brand new ‘whip’, not all goes to plan for Young D as his car’s in-built Personal Voice Control takes matters into its own hands to catastrophic consequences.
Scott Cymbala, Managing Partner of MassiveMusic Los Angeles, comments: “It was an incredible honor for me to accept a Gold LIA on behalf of MassiveMusic for the ‘Rapper’ campaign. It’s always nice to be acknowledged by your music and sound peers and the Centraal Beheer project is a perfect case study in terms of Massive’s global creative network. The project was out of Amsterdam, the lyrics and music were composed in our European studio, and all the vocals were recorded and engineered here in our Los Angeles studio and delivered back to Amsterdam for the client presentation. It’s always great when we can creatively collaborate with each of the MassiveMusic studios for the benefit of our clients.”
Silver: Music & Sound: Music Adaptation – Song for FIFA16 ‘Play Beautiful’
Alongside the impressive Gold statue, MassiveMusic picked up a Silver (Music & Sound: Music Adaptation – Song) for their FIFA 16’s ‘Play Beautiful’ campaign. Continuing an ongoing collaboration with Wieden+Kennedy on the series, MassiveMusic adapted the classical piece ‘The Barber of Seville’ to create the unique ‘Fifaro’ score, which provided the perfect soundtrack as EA Sports seeked to portray the beautiful game in their FIFA 16 trailer.
Bronze: Music & Sound: Music Original – Song for Fiber One ‘Expecting’
MassiveMusic were also awarded Bronze (Music & Sound: Music Original – Song) for their work on Fiber One’s ‘Expecting’ – a humorous film with a gross twist! The campaign, for Saatchi and Saatchi NY and featuring an original composition recorded by MassiveMusic with music legend Michael Bolton, is a story of expectation, struggle and patience.
Hans Brouwer, CEO and founder of MassiveMusic, adds: “To win at any awards show is an honour, but being recognised by the world class juries that LIA put together is a testament to the hard work coming out of all five of our global teams. Coming away with three statues is a wonderful achievement for all of the MassiveMusic offices, and to pick up a Gold as one of those is the icing on the cake!”
MassiveMusic is a music agency with offices in Amsterdam, London, New York, Los Angeles and Shanghai. We believe in the social value of music – and how this transforms the way people connect and interact with brands.
MassiveMusic produces and composes music for the worlds of advertising, broadcast design, interactive and film. We also develop music strategies for global brands, provide music search and licensing services, create innovative music activations, scout new talent – and throw a mean party every once in a while. Our passion for music has not only ensured an award-winning reputation – but makes it so much easier to jump out of bed each morning.
MassiveMusic was founded by Hans Brouwer in Amsterdam in 2000 – a time before the ubiquity of YouTube, OneDirection and the use of the colour orange. The company is proud to have sprinkled its melodic magic on many of the world’s biggest brands.
Centraal Beheer – ‘Rapper’:
FIFA ‘16 – ‘Play Beautiful’:
Fiber One – ‘Expecting’: