ADVERTISING - MUSIC & SOUND CRAFT - INTERNATIONAL
Original Music (2021)
ADVERTISING - MUSIC & SOUND CRAFT - INTERNATIONAL (Original Music)
Plant Based Beats - Subway
|Title:||Plant Based Beats|
|Entrant Company:||Wake The Town|
|Agency Network:||Above and Beyond|
|Creative Director:||Ben Schneider, Jodie Brooks|
|Agency Producer:||Ali Khalil|
|Art Director:||Lewis Knaggs|
|Music:||Wake The Town|
|Other:||Artist: P Money|
|Other:||Director: Jamal Edwards|
|Notes:||Working with Subway and agency Above and Beyond, Wake The Town joined forces with legendary grime artist P Money and producers Star.One to launch the world’s first plant-based grime track featuring sounds emitted by plants, on World Earth Day.
The project was curated and produced by Wake The Town and champion's veganism. The track, called 'Vegang', and an accompanying social campaign, was devised to appeal to Subway’s Gen Z audience – a demographic that will be looking for brands that take action this World Earth Day.
The track was created by extracting sound emissions from the plants used in Subway’s plant-based menu, using PlantWave technology, which detects electrical variations via electrodes placed on the leaves.
Alongside the track, and a TikTok campaign to announce the launch, the backstory to the collaboration has been captured in a filmed documentary, directed by youth icon Jamal Edwards MBE and developed with production partners, RadicalMedia and Wake The Town. In the film P Money and Star.One discuss the innovative process of developing the grime track, as well as the benefits they feel due to their vegan lifestyles and the importance of caring for the planet.