Forsman & Bodenfors
Fri, 16 Oct 2020 07:40:52 GMT
This year, the web has been more important than ever. We are all depending on a really good connection to be able to work, play, and stay in touch. The multinational telecom and mobile network company Telia decided to pay a tribute to people and the network that connects us.
“People depend on connectivity now more than ever and the line separating the real and online world becomes blurrier by the day. We’ve learned to live, work, and socialise online at an unmatched rate. The way we see it, our network has never been more important.” Says Gina Azaric, CMO, Telia Sverige.
In a magnificent music video, we are taken on a journey through Sweden, where we visit hospitals, families, 5G masts, and football stadiums. In both emotional and happy scenes, we see situations where technology in different ways plays a role in both everyday and special occasions.
But what are they singing?
The unusual choice of music is ‘Dragostea Din Tei’, often called "Numa Numa". The song topped the charts in 2004 and was originally made by the Romanian group O-Zone. But the big breakthrough came to the song thanks to the many versions that were made and spread over the internet. One meme at a time, the song was finally dubbed in online forums as the unofficial national anthem of the internet. Which seems fitting as the power of the people online surpasses that of any nation.
“We were looking for a song that could be the internet’s anthem. One strong candidate was the 'Trololo's Song'. But after digging through online forums, it was clear that one song was mentioned more than others – 'Numa Numa' after the classic meme from 2004. So we made it into a worthy anthem .” Says Adam Ulvegärde, creative, Forsman & Bodenfors.
The new version of the song is composed by the Swedish-Somali artist Cherrie and Martin Hederos with the help of the Tensta Gospel Choir. Cherrie is styled in an exclusive ’folk costume of the internet’, created by costume designer and fashion stylist Ellen Elias.