Outshine snacks brand (Nestle USA) is launching a new campaign, A Million Ways to Outshine, with a high-energy track from KBV Records’ artist Romans Are Alive. The band’s song – Green Light Burn Bright – was licensed via KBV for the campaign, which broke May 1, created by agency J. Walter Thompson, New York.
The 30 seconds 30 spot, entitled “A Million Ways to Outshine,” is driven by the indie rock beat of the band and features a montage of action-packed scenes of outdoor sports, family fun and a healthy lifestyle that includes Outshine frozen snacks. Paul Greco, Director of Music & Radio for J. Walter Thompson, turned to KBV Records Founder Tony Verderosa once the campaign’s creative brief crystallized.
The client asked for a contemporary song that felt youthful, fun and brought some excitement to the visuals (…) Tony and his team at KBV did an extensive search on artists that fit that mold, with songs that would express that emotion about the product.
Director of Music & Radio for J. Walter Thompson
The song that ultimately stood out was the raw drums-and-guitar fueled “Green Light Burn Bright” by Romans Are Alive, a NYC-based band influenced by equal parts ‘60’s Brit rock and ‘70’s glam, which had the exact sound and style that the Outshine brand wanted.
“It just kept coming back that this was the right song (…) It felt perfect for the brand and the spot.”, Greco added.
An indie record label informed by the deep music supervision experience of Verderosa, KBV Recordsis structured to make synch licensing for advertising, TV and film a seamless experience. Once “Green Light Burn Bright” had been selected, Verderosa helped customize the track at New York’s famed Avatar Studios to ensure a 100 percent fit with the campaign’s messaging. Procuring the synch license for the Outshine brand was also streamlined by KBV Music’s media-ready structure.
KBV specializes in connecting brands with emerging artists from all over the world (…) Because of our expertise with music supervision and publishing, we’re able to expedite a synch license efficiently.
KBV Records Founder
Verderosa added that brands today like the idea of finding an emerging band and being part of their world, while bands take pride in that too, as a campaign like this can be a huge assist in finding a much larger audience. “When the song and the product are in synch like Outshine snacks and Romans Are Alive, it resonates with the audience and forges a visceral emotional connection.”, he added.
The band’s self-titled album will be released on May 6th, the same day the Outshine campaign launches.
Tony Verderosa, founder KBV Records, is an established performer and music supervisor that has worked with Katy Perry, Dream Theater’s John Petrucci, Joe Perry (Aerosmith), Coldcut and Michael Brecker among others. Tony has been at the forefront of Band/Brand Partnerships for almost 10 years.
Named one of “The World’s Most Admired Food Companies” by Fortune magazine for 17 consecutive years, Nestlé provides quality brands that bring flavor to life every day. Nestlé USA, with 2013 sales of $10BN, is part of Nestlé S.A. in Vevey, Switzerland
Client: Nestle/ Outshine Fruit Snacks
Agency: J. Walter Thompson, New York
Creative Director: Chad Baker
Art Director: Lindsey Montague
Copywriter: Chelsea Dubois
Producer: Gillian Blain
Director of Music & Radio: Paul Greco
Production Company: HSI/ The Sweet Shop, New York
Director: Margret & Joy/ Mark & Louis
Executive Producer: Maddie Carlton/ Laura Thoel
Music: KBV Records, New York
Artist: Romans Are Alive
Licensed Track: “Green Light Burn Bright” (Outshine Mix)
Executive Music Producer: Tony Verderosa
Editorial: Cosmo Street, New York
Audio Post: Sound Lounge, New York
Engineer: Rob Difondi