“Valentines”

February 24, 2015
“Valentines”

To better connect with millennial sweethearts this Valentine’s Day, international sunglasses retailer Sunglass Hut partnered with its brand ambassador and model Georgia May Jagger for the web spot, “Frame Your Love.” According to Jagger, the campaign is about giving the traditional romantic holiday a makeover for modern times. Sunglass Hut released a series of shareable GIFs with the campaign rollout, accompanied by this short video of Jagger and her valentine.

Credits

BRAND

PARTNER

CREATIVE DIRECTION

Gotham

Listen

My New Bicycle

Clear Day (Instrumental)

The Challenge

Old Holiday, Young Customers

“Frame Your Love” is a quick snapshot into the Valentine’s Day date of a young couple, exchanging gifts on the sunny pier of Coney Island and rocking tasteful shades from Sunglass Hut. Though intended as an update to cater to its young consumers’ lifestyles, the video nonetheless had to evoke traditional feelings of fun, confidence and, of course, love. The song therefore had to be of a certain sound, tone and composition to fit the spot.

The Solution

Assisted Customer Search

New York-based creative agency and subsidiary of McCann Worldgroup, Gotham Inc., and their independent Music Supervisor, Kavi Ohri, came to Music Dealers to discover a song for the V-Day video of its client, Sunglass Hut. Tarjas White, Licensing & Business Development Manager at Music Dealers, worked with Mr. Ohri to find the right song to sync using the online music search platform, where clients search the Music Dealers catalog using intuitive keywords.

The Result

Puppy Love Sync

Tagged with moods like 'Bright' and 'Carefree', the song “Clear Day” by My New Bicycle features an upbeat cadence of an electric keyboard and an energetic bass rhythm. When paired with the flirty couple in “Frame Your Love,” the pop song elicits a playful sense of youthful romance – perfect for Sunglass Hut’s Valentine’s Day ad.


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