- Brand - Bulmers
- Spot - LiveColourful.LIVE
- Music Title - Come This Far
- Artist - Lethal Bizzle feat. Sinead Harnett & David Arnold
- Composer - Ansah, Harnett, Arnold, Chen
- Publisher - Warner Chappell, Bucks, Copyright Control
- Master Rights - Universal
- Music Supervisor - Leland Music
- Ad Agency - adam&eveDDB
- Creatives - Frances Leach, Christopher Bowsher
- Film Company - Globe
- Air Date - 11/11/15
Bulmers may be one of Britain’s best-known cider brands. But that hasn’t stopped it hiring a pair of top Grime and Soul stars - plus an internationally renowned modern classical composer - in a bid to broaden its appeal to younger drinkers.
The LiveColourful.Live campaign, which broke online on November 11, films Fester Skanking Lethal Bizzle, former Disclosure vocalist Sinead Harnett and Grammy-winning, Bond movie man David Arnold in front of a full orchestra at London’s prestigious Air Lyndhurst studios followed by a live performance at One Mayfair.
The project, tagged as Three Genres Collide, was pulled together for ad agency adam&eveDDB by full service music supervisor Leland Music and Universal Music’s Globe division.
“We began planning this in the spring but it wasn’t until September that the artists first got together to work on the song,” says Leyland Music director Ed Bailie.
Although Lethal Bizzle penned the initial ideas, it soon became a truly collaborative process in which all the participants were clearly excited by the prospect of breaking new musical ground.
“Agencies and brands are continually developing more inventive ways of engaging consumers though digital and experiential content,” Bailie continues.
“All three artists were aware that Bulmers were looking to create something unexpected that would feel like a truly cultural moment.”
The finished track entitled Come This Far is now available exclusively through the Bulmers website and to date has been downloaded nearly 25,000 times.
