VML on world tour for the European Union

VML is launching a new music-inspired campaign to promote the European Union’s sustainable energy initiatives. The campaign will not run in Belgium, but in various countries where the European Union (EU) is investing in projects that provide people with access to clean, reliable and affordable energy. At the heart of each campaign is a new musical track, created in collaboration with a local artist. It tells the story of how positive energy gives people the power to move their lives forward. First stop on the tour: Bangladesh.

Following a successful pitch, VML – leading an integrated WPP team with Ogilvy Social Lab, Mindshare and evaluation partner Verian – was commissioned to promote the EU’s clean energy initiatives in several partner countries around the world. For the campaign, VML invited well-known local artists to reinterpret the iconic Snap! hit ‘The Power’ in their own style. In Bangladesh, the popular hip-hop artist Critical Mahmood created a vibrant and contemporary version of the track. Klaartje Galle, Chief Creative Officer explains: ​ “By working with well-known artists, we not only achieved broad reach, but their music also makes what can be a distant topic seem much more accessible to a wider audience.”

Each track is accompanied by a high-end music video, which forms the centrepiece of the campaign. For this, VML enlisted the help of Lovo Films and directing duo Dozen. They translated the song’s positive message into a visually powerful film, using a range of subtle cues to draw strong links to sustainability. The films weave together the stories of the artist and two individuals into one cohesive narrative. “Each story shows how sustainable energy allows people to grow, both personally and professionally. ​ Their stories make this an unusual, bottom-up campaign that radiates positive energy,” Klaartje continues.

The campaign was launched by the artist himself by releasing the music video on his own YouTube channel. The new track was also announced on their personal Instagram account. The human stories were shared across social media, where the locals explained how they use ‘The Power’ in their daily lives. All content directs viewers to a campaign webpage, where each story is explored in more detail and visitors can learn more about the EU projects. In addition, sustainability-minded influencers are scheduled to help spread the campaign even further.

The campaign promotes clean energy programmes under Global Gateway, the European Union’s strategy to address the world’s most pressing challenges and build better, cleaner connections worldwide in digital, energy, transport, health, education and research. The focus is not simply on the projects but on the impact they have on the lives and futures of local communities. ​ And because the campaign is about sustainability, only a small crew travelled from Belgium to Dhaka, with most of the work carried out in collaboration with local talent.

CREDITS

Client: European Commission, DG International Partnerships (INTPA)
​Client contact: Richard Hands, Chiara Puletti, Yana Pargova
​Lead Agency: VML Belgium ​
​Partner agencies: Ogilvy Social Lab (paid social & influence), Mindshare (paid solutions), Verian (measurement and evaluation)
​Chief Creative Officer: Klaartje Galle ​
​Creatives: Tomas Van Loon, Patrick Vermeylen, Thomas Thysens, Olaf Meuleman ​
​Strategist: Dieter Riemaeker
​WPP Executive Director EU: Laure Van Hauwaert
​Client Lead: Emilie Demoor ​
​Account Director: Stéphanie Romano, Lotte Huybrechts, Tine Van Hasselt
​Account Manager: Anouk Nulens, Lotte Munnik
​Account Executive: Joke Van Bourgognie
​Agency Producer: Ingeborg Van Hoof ​
​Agency Post Producer: Evelyn Twadrous

Production Company: Lovo Films
​Director: Dozen (Benoît Do Quang & Pablo Crutzen Diaz)
​Executive Producer: Bert Brulez
​Producer: Chou-Jung Kuo
​DOP: Willem Jones
​Post Producer: Hervé Closset
​Audio mix: Sonhouse
​Local Production: Filmy Features

Artist: Critical Mahmood
​Music Producer: M R Rabbi
​Record: Hall of Critics
​Mixing & Mastering: Hall of Critics