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The Best In You

基本信息
行业: 网站及服务
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for Entertainment Lions for Music?

We adapted a well-known, musical ode to women, specifically to connect with a new brand
message and its audience. We with a female music composer and female singers to
reinterpret Billy Joel's classic song "Always a woman". The piece was originally created by
Joel to defend his wife from the harsh critics received from the music industry which at the
time was reluctant to welcome a fierce businesswoman into its network. This song re-written
by women seemed like a perfect hymn of self-love.

Background

We approached the music production in a completely fresh way to support the transformation
of the brand. Wehkamp wants to modernize but also to be known as a company that
represents and supports women at every moment of their life. Through a modern production,
our goal was to bring energy and a feeling of empowerment to the Billy Joel classic, giving
both Wehkamp and their target audience a relatable, catchy and uplifting soundtrack. With a
deeper message of support to every definition of femininity and sisterhood.

Describe the creative idea

The film is an ode to femininity and shows different women from the ages of 15 to 60+ in
different key moments of their life, bringing out the best version of themselves. In the film, we
see them in real, raw and honest moments.
The film’s narrative is guided by the classic song “She’s Always A Woman” by Billy Joel, but
where Joel’s version is an earnest love song for his beloved, this new version is empowering,
sung by women, for women. Each line is sung by a different vocalist who consequently
represents each individual woman - from a young girl, to an older lady. To strengthen the
brand message, it was imperative to our version that we emphasize and give voice to each of
these women in a real, authentic and characterful way.

Describe the strategy

The challenge musically was to transform a male-to-female classic love song to an
empowering tribute to women in the form of an energetic, modern pop song that
encompasses the campaign’s story and emotion. Upkeeping the familiarity of the original,
while granting it a new message.

Describe the execution

We created first a 60’ track for the film. Due to the amount of requests on Youtube and other
social networks for a full downloadable track we are now finishing a full length version of the
song that will be released on Spotify in the next week.

Describe the outcome

Does not apply.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 音乐娱乐
Use of Licensed / Adapted Music
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