Nylon Studios and Tina Arena craft the Christmas spirit for David Jones’ 2014 Christmas campaign

Connecting artists with brands can often be like herding cats – chaotic and unpredictable with unexpected changes in direction. Navigating these situations is a past time that Nylon Studios relish, and one the studio recently executed with David Jones’ 2014 Christmas campaign.

The campaign revolves around a re-recording of the famous 10cc track ‘The Things We Do For Love’, and Nylon was engaged by Whybin\TBWA Sydney to commission a recording artist and arrange the track in a manner that would communicate the key message that everything we do at Christmas is love in action.

VIEW THE SPOT

VIEW ‘BEHIND THE CAMPAIGN’ FILM

VIEW ‘SPOTLIGHT ON TINA ARENA’ FILM

LISTEN TO ‘THE THINGS WE DO FOR LOVE’ SONG

In addition to extensive liaison with the agency and client, Nylon worked closely with Arena, her manager and record label to deliver a body of content that included two full length versions of the track, the TVC soundtrack and multiple behind the scenes videos.

Recording in Nylon’s Coach House studio also ensured the process was as relaxed and comfortable as possible and enabled the creation of the additional behind the scenes content that elaborated on the story behind the slogan.

Arena’s powerful social media profile extended the reach of the campaign markedly — nothing is more sharable than music or a song, particularly when the artist has a fan base as established as Arena’s. ‘The Things We Do For Love’ videos have already notched up over 750,000 cumulative hits on YouTube and the two versions are available to download on iTunes, with proceeds being donated to the National Breast Cancer Foundation.

Nylon Studios director of music Mark Beckhaus says music is arguably the most shared medium that touches people in the most emotive way possible. He says brands that recognise this will benefit massively from current and developing social networks as a means to PR themselves via music.

Says Beckhaus: “When harnessed correctly, this type of publicity cannot be matched and exponentially increases the role of music in advertising. From U2 and Apple, Lady Gaga and Doritos to Miley Cyrus and EOS, never before has the integration of music artists and brands been more powerful.”