NASHVILLE, USA — TBWA\SMP nabbed four metals at the 2022 CLIO Music Awards, led by “Nissan LEAF Orchestra”, which scored a Silver for Use of Music in Innovation. The campaign, which juxtaposed the traditional Philippine art of playing music on leaves with Nissan’s cutting edge sustainability technology also won two Bronze Clios for Use of Music in Film/Video and Branded Entertainment & Content. TBWA also claimed a Creative Effectiveness Bronze for Spotify’s “Kalye Hip-Hop.”
“Music is an integral part of what we do,” said TBWA\SMP Chief Creative Officer Melvin Mangada. “A lot of time and effort goes into selecting and composing the music that goes into our campaigns, so we are more than honored to have that hard work recognized by the Clio Music judges.”
Released over the 2021 holiday season as a means to announce the Nissan LEAF, a new 100% electrical vehicle, “LEAF Orchestra” was created to promote sustainability and conservation through the lens of Philippine cultural heritage. The unique collaboration featured father-son leaf musicians Roman and Reynaldo Paquibot performing their renditions of Christmas standards such as “Deck the Halls” and “Silent Night” amidst a lush forest setting.
Speaking with media at the time, former Nissan Philippines President and Managing Director Atsushi Najima said that it was his wish that the Nissan LEAF Orchestra performances serve as “an inspiration for everyone to start their own journey towards sustainability.”
For “Kalye Hip Hop”, the Agency created a playlist on Spotify designed to help music fans discover new music on the platform. Using pre-roll ads featuring up-and-coming artists, the campaign intercepted local music lovers on YouTube, encouraging them to find out just what Spotify’s “Kalye Hip Hop” playlist had to offer. For a brand that was never considered by its target, the response was phenomenal, reaching 41 million people in less than three weeks and the playlist itself reaching #3 on the Philippine charts.
The Clio Music Awards is an annual competition celebrating the best in music marketing and use of music in advertising. This year’s Awards were presented as part of the Music Biz 2022 conference held in Nashville, TN, USA.