FCB New Zealand has tapped a profoundly deaf hip-hop dancer to star in a campaign the agency has launched to introduce Australia & NZ to Sony’s Sony new Extra Bass SRS-XB3 speakers.
The campaign is called Defy, and is illuminated by Macy Baez, who instinctively uses vibrations from the music to help her move to the beat.
FCB and Sony composed a track specifically for Baez with strong bass notes that helped her choreograph a dance to the beat in NZ (scroll down to the YouTube link). This was content was created by FCB to tell the Baez story and seeded out across social media and online, also through PR.
The DEFY campaign will also be supported in-store with point of sale material in New Zealand and Australia
Also supporting the hero content are videos created by FCB, including:
Macy Baez’s video by FCB, Sony:
Behind the scenes:
Macy Baez’s background story:
CREDITS
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative Services Director: Jenni Doubleday
Senior Creative Lead: Kelly Lovelock
Creative: Melina Fiolitakis
Senior Creative: David Shirley
Head of Craft: Nick Smith
Retoucher: Scott Kelly
Studio Director: Simon Pengelly
Head of Content | Exec Producer: Pip Mayne
Photography / Director Social Videos: Mike Braid
Group Account Director & New Business Director: Toby Sellers
Account Director: Hannah Downes
Account Manager: Laura Little
Head of Strategy: Rufus Chuter
Digital Strategy Director: Dan West
Digital Media Director: Kate Grigg
Digital Media Buyer: Kate Kennedy
Senior Account Director, PR, Activation & Social: Joanna James
Senior Account Manager, PR: Laura Platts (Douglas)
Account Executive, PR: Violet Hong
Social Content: Mark Cameron and Kate MacDonald
Client: Sony New Zealand and Australia
Product: SRS-XB3
Client Name: Sam Williams
Production Company: Flying Fish
Production Company Director: James Solomon
Production Company Producer: Sam Attenborough
Production Company DOP: Marty Williams
Production Company Editor: Fiona Hayden
Original Music Composition: Level Two Music
Composer: Josh Fountain
Producer: Tim Bern
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