Smooth FM
Together in Music
As Smooth FM planned to expand access to their frequency across Australia, they were after a new brand platform that would emphasise the power of good music to transcend borders and unite people. To launch it, they wanted a campaign that would not only help them break into new markets, but that would also distinguish them from their close competition by defying the tropes of traditional radio advertising.
Close encounters of the Smooth kind
If music is powerful enough to unite us across borders and despite our differences, maybe it’s got the power to unite us across galaxies, too. Rolled out across online video, BVOD and cinema in 30” with 15” and 6” cutdowns, the films draw reference from classic and contemporary sci-fi to hypothesise that when the aliens do finally make contact, it won’t be for global enslavement… it’ll be to party.
By the time we got to out-of-home, the martians had moved on to conquer other solar systems, so we celebrated instead Smooth FM’s passion for uniting people with the music they love, and music’s own power to unite people with each other.
Everybody. Absolutely everybody.
The launch of Together in Music was followed closely by Sydney Mardi Gras and International Women’s Day. We riffed on the platform to create two tactical campaigns to celebrate the unity those events signify, and showed how flexible the platform could be.
Results
The campaign is still in market at the time of writing.
Director: Paul Middleditch
Production: PLAZA
Editing: The Editors
Sound: Massive Music