BT wanted to promote their superannuation product to Gen Y – an audience that doesn’t give a toss about super.
So to get Gen Y to think about their future, we made them sound like their grandparents.
We created a music clip that had a uke-playing girl singing about the now, as if she was in the future. By reminding them that everything they’re into today will one day be obsolete, “Back in the day” was born – an entertaining song that was relevant and shareable.
For me, this campaign was full of firsts. Writing my first song. Working with musicians to get it composed. Casting young ukulele players who could sing. And helping to direct the clip.
