We are extremely proud to announce that Native Music Supervision has won GOLD at the Creative Circle Awards for Best Use of Music alongside our good friends at RKCR/Y&R for the recent M&S Food ‘Adventures In Imagination’ campaign.
There’s been so much hype surrounding this project since broadcast and we are thrilled to bits that industry bodies such as Creative Circle have recognised this project amongst so much other amazing work.
We became involved in the project at an early stage, when mood films were being made. The music had to have the space needed for the sound design to cut through, as the sound design / spot FX were pivotal in allowing the food textures to come to life. The track also had to lend a quality feel to the food visuals, yet at the same time be playful.
We tested literally hundreds of tracks for this project. Some made it more sensual, others were incredibly famous and brought their own presence to the campaign – but “Rather Be” had a combination of factors that made it unquestionably the right track for the job.
Amazingly the stats also back up the success of this campaign, with “Rather Be” being the number one most Shazamed TV ad in the UK on three separate occasions!
The campaign has also contributed to the success of the track, and helped to make “Rather Be” the number one most Shazamed song overall in the UK last year (not just in TV ads). Music Week even acknowledged the Syncs effectiveness in elevating the track to higher levels of recognition.
It was a fantastic and celebratory evening all round, with our friends at Jungle Studios (Culum Simpson) winning the Best Sound Design award for their work on Peta 'Stop Wearing Angora' with DLKW Lowe. We can’t wait until next year!