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Category
Sonic Branding / Branded Audio
Annual ID
OS24_MS014B
About the Work
Just Eat were struggling with unfair perceptions of their food quality, with them often being perceived as a “kebabs and burgers” food platform. So, they tasked us with celebrating the surprising range and quality they provide, from sushi to tacos to their new grocery offering.
To amplify this story of surprise, we gave our most famous brand asset a surprising twist too, remixing our mnemonic to feature the kind of operatic stylings that would signify quality. Then we added in a contemporary hip-hop layer to create something truly unique and distinctive, that could cut through the noise and help the brand land in culture.
This exhilarating marriage of hip-hop and opera was performed by the unexpected duo of rapper Latto and pop icon Christina Aguilera. A full 60” branded-audio track was created, taking our famous “Did Somebody Say” mnemonic as its base and adding lyrics that celebrated our quality supply and drove re-appraisal of our brand.
Instantly adopted on TikTok, the audio sound achieved over 143 million organic views, with the full track becoming a bigger hit than our artists biggest hits, going on to become Christina Aguilera’s most watched TikTok ever. It helped drive an incredible 10% rise in app downloads for Just Eat.
To amplify this story of surprise, we gave our most famous brand asset a surprising twist too, remixing our mnemonic to feature the kind of operatic stylings that would signify quality. Then we added in a contemporary hip-hop layer to create something truly unique and distinctive, that could cut through the noise and help the brand land in culture.
This exhilarating marriage of hip-hop and opera was performed by the unexpected duo of rapper Latto and pop icon Christina Aguilera. A full 60” branded-audio track was created, taking our famous “Did Somebody Say” mnemonic as its base and adding lyrics that celebrated our quality supply and drove re-appraisal of our brand.
Instantly adopted on TikTok, the audio sound achieved over 143 million organic views, with the full track becoming a bigger hit than our artists biggest hits, going on to become Christina Aguilera’s most watched TikTok ever. It helped drive an incredible 10% rise in app downloads for Just Eat.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
McCann London
Digital Agency
DEPT® / London
Media Agency
UM / London
PR / Marketing Agency
Weber Shandwick / London
Agency In-House Production Company
Craft London
Production Company
RadicalMedia / London
Music / Sound Production Company
String & Tins / London
Big Latto
Three Wishes Productions
Post Production Company
Final Cut / London
UPP (Universal Production Partners) / Prague
Chief Creative Officer
Laurence Thomson
Rob Doubal
Composer
Ben Smith
Jordan Crisp
Toni Robinson
Creative Director
Alexei Berwitz
Rob Webster
Director
Dave Meyers
Director of Photography
Scott Cunningham
Executive Creative Director
Regan Warner
Executive Producer
Ben Schneider
Music Supervisor
Chris Graves
Photographer
Vijat Mohindra
Producer
Dave Bernstein
Kate Noble
Eimear Gorey
Assistant Editor
Maud Barry
Global Lead Art Director
Fran Boyd
Head of Design
Lisa Carrana
Regional Head of Strategy, Europe
Nusara Chinnaphasaen
Senior Art Director
Emma Williams
Senior Designer
Ben Anthony
Senior Producer
Jacob Gardner
Gabrielle Flanagan
Account Associate
Milo Draco
Account Director
Joely Buxton-Smith
Jessica Brand
Assistant Director
Dave Dean
Associate
Courtney Davies
Business Affairs Manager
Val Boyce
Business Director
Francesca Goring
CEO & Founder
Anne Batz
Choreographer
Hi Hat
Colourist
Pavel Marko
Composer & Sound Engineer
Adam Smyth
Costume Designer
Chris Horan
Heather Zweigel
Todd White
Creative Producer
Ella Barker
Director of Integrated Production
Jack Bayley
Edit Producer
Nikki Porter
EVP, Head of Client Experience
Joanna Pritchard
Food stylist
Maya Bookbinder
Global Head of Brand & Campaign
Stuart Eaton
Global Head of Brand PR
Ania Bielecka
Global Head of Creative
Emily Ford
Global Principal Brand Digital & Social
Richard Burgess
Global Principal of Brand & Campaigns
Nikita Lensink
Global Principle Brand PR
Sam Bristowe
Global Senior Campaign Manager
Georgie Maude
Global VP, Brand
Susan O'Brien
Head of Business Affairs
Clare Betts
Label
Rca
Three Wishes Productions
Lead EP & Head of Agency Production
Amos Usiskin
Managing Director
Tommy Smith
Emily Woods
Managing Partner
Charlie Powell
Music Producer
Fred Ball
MUSIC PUBLISHER
Scentric Music
Planning Partner
Natalie Lau
Post Producer
Štěpán Kříž
Print producer
Martin McGinn
Production Designer
Nora Takacs
Project Manager
Mathilde Bisciglia
Senior Account Manager
Molly Minter
Senior Associate
Victoria Lambert
Senior Creative
Adam Taylor-Smith
Stephen Yeates
Senior Print Producer
Liam White
Talent Agency
Talent Republic / London
VGX Supervisor
Jan Malíř
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