Winner – ‘It's Raining Them’ by Talker Tailor Trouble Maker for Deezer
Global music streaming service Deezer wanted to boost its underdog status among bigger streaming platforms, prompting Talker Tailor Trouble Maker to come up with the idea of a gender neutral version of gay anthem ‘It’s Raining Men.’
Changing the iconic song stimulated conversations about inclusion and discrimination within the LGBTQ+ community and in society in general. The new version, ‘It’s Raining Them’ was rewritten to be inclusive of trans and non-binary people and was performed by trans artist Mila Jam.
The track was released in August 2021, to coincide with World Pride, with all streaming revenue donated to the Gendered Intelligence charity. Creative assets and behind-the-scenes footage from the music video shoot were captured and used to get media interest. And club promoters and DJs were approached to play the track throughout Pride season, while LGBTQ+ ambassadors helped spread word of mouth on social media.
The reinvention of one of the best known songs from the 80s was a big hit. The track was streamed 150,000 times on Deezer during the campaign, and Mila’s Deezer-branded YouTube video of the song is her most-watched to date, racking up 40,000 views in three days. And it received more than 150 pieces of coverage on TV, radio, in print, online, in LGBTQ+ media, and on social. Highlights included coverage in The New York Post, on the front page of The Daily Mail, This Morning, and the track being Beat of the Week on Gaydio.
The judges said
A clear understanding of how to implement celebrity activations, hugely relevant to the audience and brand's objectives and the success is shown through the great outcomes. Really fantastic campaign.
Highly commended – ‘Insomnia: The Drop Off’ by The Romans for OTO CBD
Electronic band Faithless created a slowed-down remix of their 90s dance anthem, Insomnia, as a 27-minute sleep track for CBD brand OTO. The partnership attracted a lot of attention, to put it mildly, with more than 300 million media impressions in the space of a week. The track was listened to more than 100,000 times, and OTO saw sales of its sleep drops rise by 217 per cent.
‘Canary Wharf: Black Short Story Stations’ by The Academy for Canary Wharf
‘Edinburgh Gin Presents Phoebe Waller-Bridge’ by John Doe Group for Edinburgh Gin
‘Subway x Kurupt FM’ by Taylor Herring for Subway