ADVERTISING - MUSIC & SOUND CRAFT - INTERNATIONAL
Original Music (2021)
ADVERTISING - MUSIC & SOUND CRAFT - INTERNATIONAL (Original Music)
Seeing Red - Hey Girls
|Entrant Company:||Sister Music|
|Agency Network:||Adam & Eve DDB|
|Creative Director:||Laura Rogers|
|Sound Design:||Anthony Moore|
|Sound Studio:||Factory Studios|
|Sound Engineer:||Anthony Moore|
|Account Director:||Kathryn Gooding|
|Account Manager:||Olivia Rose|
|Agency Producer:||Mary Fostiropoulos|
|Art Director:||Helen Balls|
|Music:||Esther Joy Lane|
|Notes:||Hey Girls, a social enterprise brand that sells and donates period products, set out to create "the angriest film ever made" to fight period poverty, which affects 1 in 10 girls in the UK, a figure which surged in 2020 during the Covid-19 pandemic.
Conceived by Adam&eveDDB, the idea came from the insight that despite its negative connotations, anger is one of the most motivating human emotions. The aim was to harness anger to encourage positive action – in this case, to remove the injustice of period poverty.. Advertisers tend "to use positive emotions to generate behaviour change," Adam & Eve/DDB’s Milla McPhee said. "But actually, it can be far more motivating to piss people off."
The creative team consulted Dr Philip Gable, a psychologist who researches emotions and their motivational aspects, to develop the ad and make it more anger-inducing. They also tested different versions among users to amp up the effects.
For the music it made sense to work with a female composer who could really get into the heart of the story and understand the protagonist's emotions. Adam&EveDDB engaged Sister Music, a new Music Agency passionate about supported underrepresented talent. They brought on board Esther Joy Lane, the once Charli XCX's band mate turned composer who was perfect for the project. She said; "There's a fine balance you have to get between making music that's stressful or music that makes you angry and it was really important for us to channel this anger to make it feel like a rally cry, something that draws you to the cause. This project was amazing to work on because as a composer you're often told the music needs to sound nice, it needs to make people happy, but there's a whole world of sounds that I don't normally get to use and a world of sounds that I personally really gravitate to, so to have complete free reign to go into the more dirty, gritty, stompy, was the perfect thing for me."