35 million clicks for a film with music from Zurich
Following the huge success of Dove's latest campaign, "Beauty Sketches," the follow-up campaign, "Beauty Patches," is now being launched. The music for the campaign is by Great Garbo from Switzerland.
With its legendary Beauty Sketches campaign from 2013, Dove redefined the image of women in advertising. The video went around the world, won the Titanium Grand Prix in Cannes, generated over 163 million views and thus became one of the most viewed advertising campaigns of all time on YouTube. Now, the skincare brand from Unilever is unveiling the official follow-up campaign: Various short films show how women find new self-confidence thanks to the revolutionary Dove Beauty Patch. The surprise ending of these stories is intended to encourage women in their self-confidence and show that true beauty begins in the mind. "Beauty is a state of mind."
The music for it comes from Switzerland. In close collaboration with the advertising agency Ogilvy & Mather, São Paulo (Agency of the Year - Cannes Lions 2013), the Zurich-based sibling trio Great Garbo composed the music for the beauty campaign. The intimate and atmospheric music underlines the emotional journey of the protagonists on their way to more self-confidence and radiance. "We are very pleased that we were allowed to compose the music for these moving films after the great success of the previous campaign. This shows the agencies' trust in our work. The collaboration with the top-class creative teams in LA, São Paulo and New York were intense and enriching. The result is a very inspiring campaign." So Diego, Nora and Lionel Vincent Baldenweg of Great Garbo on the new Dove campaign.
Since 2004, the award-winning team of Swiss-Australian siblings Diego Baldenweg, Nora and Lionel Vincent has been producing music in Zurich for various domestic and foreign advertising agencies, directors and film productions. Renowned brands such as Canon, Braun, Orange, Mastercard and Sony rely on the innovative and authentic music of Great Garbo. pan
//www.youtube.com/watch?v=EGDMXvdwN5c
Lionel Baldenweg from Great Garbo about the job for Dove
WW: How do you get the job from Zurich for a global campaign for Dove?
Lionel Baldenweg: You'd actually have to ask our customers that. Our past work and our special team structure aroused the interest of the producer of Ogilvy & Mather Brasi- lien in São Paulo. The director in charge and the creative directors shared this interest and it was decided to work with us from the beginning.
How did the collaboration with the agencies work out in concrete terms?
We composed a few music samples. Some of them were worked out in detail and finally one version won the race. In this case, the conference calls were special, taking place at all possible times over a period of three to four months, as the main people were based in São Paulo, LA, New York, Paris and Zurich.
What was the basic idea for your music?
The music should accompany the actresses as well as the viewer in a sensitive way on this emotional journey. The cinematic guitar track should leave room for the various characters to be themselves without alienating them, accompanying them in an almost documentary way. In addition, the intimate track should build steadily to the end with a lot of warmth and personality, remaining atmospheric and epic at the same time.
What feedback has the result brought so far?
The feedback on this campaign has been enormous. In the first six days, the film has already been viewed around 35 million times on YouTube on various continents. What's more, the international coverage of this new campaign, or rather this experiment, has been phenomenal.
Are more international "appearances" of Great Garbo on the cards?
We are constantly working on new projects ...
Interview: Andreas Panzeri
