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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Clean Bandit Travels the World with Archer's Mark for Tuborg Open

05/03/2020
Advertising Agency
London, UK
155
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Grey London partnered with Tuborg and Archer's Mark for the annual music campaign films

Archer’s Mark collaborated with Tuborg (Carlsberg) and Grey London to make a series of branded films with UK music collective Clean Bandit. The project was for Tuborg Open, Tuborg’s annual music campaign, in which global artists collaborate with popular local artists to create a piece of music together.

Director William Williamson was commissioned by Grey London and travelled alongside Clean Bandit to China, Russia, Vietnam, India and Nepal over a four month period. In each country Clean Bandit collaborated with a local musical talent to create a piece of music synonymous with their country and culture. Travelling with the different artists across their respective countries and seeing their musical influences allowed them to work collectively to create a track with musical instruments and sounds specific to the country. This unique track was then released on the Tuborg Open website and distributed via their social channels.

Director William Williamson said: “What drew me to this project was how it challenged the current status quo of how and where we find inspiration - which, in this day and age, is usually through complicated algorithms whose parameters are hard to comprehend. Clean Bandit were keen to escape this limitation, packing their bags to travel to five different countries in search of a meaningful cultural exchange with artists they had never even met before, and, to me, this itself was inspirational.

“Clean Bandit and their collaborators were able to personify the power of music to reach unexpected places, communicating across both individual and geographical boundaries. This was a hugely exciting narrative to work within, and I loved being able to celebrate the rewards gained for venturing deeper into the unknown.

“We had to overcome the initial challenge of taking a group of high-calibre artists around the world in order to tell an ambitious story in a highly limited amount of time. To be able to travel around the world and slip into the music scene of each of these countries was an incredible experience. Watching musicians such as China’s Henry Lau creating music on the spot with world class musical talent Clean Bandit was an honour. Witnessing the collaborative process of every single artist was truly exciting, as was the opportunity to absorb ourselves in each country's culture.

“My personal highlights were being allowed on stage during the performance of a full Chinese Opera and hanging out in a Hip-Hop speakeasy in the outskirts of Hanoi.”

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