Sony Music launches new ‘Viva la Vinyl’ campaign via //Thirteen & Co and Bonsta

Sony Music Australia has launched a new campaign bringing the nostalgic world of vinyl records back to life.

Music purists have long understood the beauty of vinyl in providing a clarity and depth of sound, but now the rest of the world are beginning to catch on with vinyl records making an unexpected comeback.

Shot by talented //Thirteen & Co director Pete Moore, the campaign aims to capture the essence of what analogue music delivers to the listener, creating a sensory, emotive, fantastical world that envelopes your entire being.

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Says Moore: “Music is heavily emotive, it makes us feel and imagine. That’s why I think vinyl can take you to another place. With this resurgence or revolution of vinyl we want to share that analog experience of music. That when you drop that needle down and the music and vibrations envelope you, it takes you away. It communicates those stories of artists in a pure listening experience like no other.”

To continue the theme of analogue purism, much of the film was shot on 16mm film, specifically brought in from Los Angeles. Super 8 film was also used to create a sensory mixed format look, harking back to the days when vinyl was king.

The hero film features Pink Floyd’s classic “The Great Gig in The Sky” from the iconic ‘Dark Side of the Moon’ album – without debate, one of the greatest records of all time. Other films created feature Sony Music artists such as Michael Jackson, Bob Dylan, AC/DC and Jeff Buckley.

Says Roy De Giorgio, executive producer, //Thirteen & Co: “Pete Moore continues to evolve his aesthetic. This work perfectly captures the zeitgeist of a time when music ruled and could change the world.”

Says Nick Bonney, creative director, Bonsta: “Whether it’s actually being able to hold the record, hearing the warm crackle as you place the needle down, or just taking in the stunning albums that are artworks in their own right, there’s something wonderfully intimate about vinyl that makes the whole listening experience… more of an experience. I think Pete has done an amazing job at capturing that.”

Agency: Bonsta

Sound Engineer: Abigail Sie