To accompany their idyllic holiday imagery the client wanted an uplifting summer anthem, the type that would be played by a high-profile DJ at a boat party. The song, then, needed to feature elements of a commercial chart track but also be very sophisticated. We were tasked with capturing the essence of “cool and sophisticated summer euphoria”, balancing commercial pop and club cool. We needed a catchy track with a memorable hook and vocal line that would appeal to all. The film was to ebb and flow too, so the track would need to be dynamic to allow mood changes.
Thomson Scene, the UK holiday agency, were planning to produce a film appealing to the more discerning 25-35 year old, the type that goes to Croatian music festivals and cool Ibizan beach parties. They wanted to capture the young, holiday-going audience.
They were keen to avoid evoking tacky Mediterranean nightclubs, and the stereotypical 18-30 year old lager-and-sunburn-brigade. Music would play a key role in achieving this.
Measures of Impact and Effectiveness
This campaign has made quite an impact for Thomson Scene, and the video has attracted over 400,000 views on YouTube in less than two months of going live. This is four times more views than the 2014 Thomson television advert which was released a month earlier. To demonstrate how effective the music has been one need only look at the comments below the video.
The client’s desire for an authentic sounding song that could be released commercially has truly been realised – they’ve made the decision to release “Tides” on iTunes for purchase and download.