Radford Music Provides Powerful Soundtrack for Guinness 'Liberty Fields' Ad

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The 60-second TV commercial from AMV BBDO tells the remarkable tale of a group of women who defied the social conventions of 80s Japan
Radford Music Provides Powerful Soundtrack for Guinness 'Liberty Fields' Ad
Radford Music has provided a powerful soundtrack for AMV BBDO's latest campaign for Guinness entitled ‘Liberty Fields.’ The 60-second TV commercial tells the remarkable tale of a group of women who defied the social conventions of 80s Japan, forming an ultimately indomitable rugby team. In 1989 Tokyo, women’s rugby was almost unheard of and the team faced ridicule and hostility from all angles. Despite their humble beginnings, they soon became one of the strongest sides around and many of them were selected to represent their country in the Women’s World Cup.

James Radford discovered the brand new music track ‘ANAANA’ by up and coming band Cari Cari while doing a creative music search for AMV BBDO and the new commercial. Radford Music negotiated an exclusive license with the record label and music publisher on behalf of Guinness and AMV BBDO.


James worked very closely with the band and the agency and created a bespoke composition and soundscape for the opening scenes of the commercial. Later in the film the full ‘ANAANA’ track bursts into life with its hard hitting guitar based riff and striking vocal.

Cari Cari also filmed a new music video for the track to coincide with the launch of the Guinness campaign and was delighted to have been involved with the commercial. Describing the new track, singer Stephanie Widmer aka Louise Yamamoto said: “As a black belt-judoka and a female drummer in the male-dominated music industry I feel incredibly connected with the women in the video. No matter whether you’re a drummer, a rugby player or a firefighter.

“Women around the world are fighting against stereotypes and paving their own way everyday. That’s why we are both incredibly proud to be part of this campaign and can help send this important message to women everywhere.”

She added: “We LOVE the ad and the message that it sends. Really really proud to be part of this.”


Radford Music is delighted to add ‘Liberty Fields’ to its portfolio of no less than four stunning Guinness commercials for which they have supplied creative music searches. Prior to ‘Liberty Fields,’ Radford Music work on 'The Purse,' 'Never Alone,' and 'Made Of Black.'
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Client

Advertiser: Diageo

Brand: Guinness

Digital Agency

Digital Agency: Carat

Sound

Sound Company: 750mph

Sound Engineer: Sam Ashwell

Creative Agency

Creative Agency: AMV BBDO

Copywriter: Alex Grieve

Art Director: Adrian Rossi

Producer: Nick Godden

Creative Director: Nick Hulley, Nadja Lossgott

Planner: Daivd Edwards, Lisa Stoney, Alaina Crystal

Assistant Producer: Frankie Burwell-Wright

Agency account managers: Luke Hickey, Flynn Leslie

Post Production / VFX

Film Lab: Cinelab

Production Company

Production Company: Stink Films

Director: Eliot Rausch

Music

Music Company: Radford Music

Music Supervision: James Radford

Composer: James Radford

Music : Cari Cari 'ANAANA'

Offline

Edit Company: Whitehouse

Editor: Russell Icke

Genres: Documentary, Music & Sound Design

Categories: Beers, Alcoholic Beverages

Radford Music, 11 months ago