7DAYS 'Gandingan Tergempak' by Naim Daniel & Bunga [Music Video]

9. Entertainment Kancils [9.12 Brand Integration into Music Content]

Links:

https://www.youtube.com/watch?v=Xf5XPcHqj7g

Product/Service:

Food

Client:

7Days

Brief:

The brand 7Days, best known for its packaged cream-filled croissants was releasing its brand new flavour - or flavours, per sé. For the first time, two double cream-filled croissants mixed chocolate vanilla in one hand, and vanilla with forest berries in another. Along with many firsts, they too wanted to try their hand in crafting a music video for the release of their new croissants. With NagaDDB taking the helm from the agency side and Denhouse Co. from the production house side, we were tasked to look into crafting a song for their music video to help tell the story of their brand-new combination. Something that was cool and Gen-Z like that young folks would enjoy, nothing cringe-worthy but is shareable enough as a song that folks of all ages alike would enjoy.

Solution:

What better way to sell a croissant brand re-leasing two new mixed flavours with a song with two different mixtures of music genres? With the brief given, we looked into combining two different genres that most folks would consider could never work together into one song to show that it is very much possible! After being told that 7Days was looking to engage two Malaysian artists such as pop-ballad sentimental artist Naim Daniel and female hijab rap star Bunga, it only made sense for us to combine both ballad and rap into one song to help sell the new mixture of flavours. We start off the song with Naim Daniel only, slow and with just single piano chords - his usual ballad style, nothing new. Then after a few lines, we slowly hear drums kick in, and boom - in comes Bunga rapping on top of a very current UK Garage beat, catching the listener off guard. A verse later, they both come in strong on the chorus, complimenting each other with Naim Daniel's Bruno Mars-like-voice together w

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