Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

StarHub creates music 'band' with 6 of the world's fastest individuals

share on

StarHub has released a new spot featuring what it touts as six of the world’s fastest human beings, conceptualised with BLKJ. This is to show it has the fastest unlimited network, based on recent OpenSignal’s recent findings.The spot sees six individuals who are fast in their own categories, opening with the viral internet sensation Backpack Kid Russell Horning performing the floss dance. He first shot to fame in 2015 for his signature dance move - flossing, which rose to popularity this year, having been featured on online game Fortnite. The dance also replaced the previously trending "dab" dance.Other individuals include Antonio Domingos (the world’s fastest pianist), Satoyuki Fujimura (the world’s fastest finger snapper), Sadatoshi Watanabe (the world’s fastest bum skipper), Muhammed Rashid (world’s fastest head-smasher) and Tony Valente (world’s fastest nunchaku master).In the 60-second music video, the sounds from the quick actions produced from each "band member" is mashed together to produce a "supercharged symphony". Watch the spot here:Since its posting, the spot has garnered over 28,000 views, 312 reactions, 214 shares and 69 comments at the time of writing.Netizens also praised the ad for being creative and well made. In addition, the ad was given a shout out by Horning, who received 181,450 views for the spot on his Instagram account at the time of writing, which has 2.1 million followers.The spot is part of an integrated campaign which includes multiple pieces of content introducing the band, leading up to the main film. In addition to print, outdoor, TV and cinema, the campaign will also feature a series of Facebook pre-rolls as well as Instagram stories and polls, running island-wide over the next few months.In a statement to Marketing, Rowena Bhagchandani, CEO and co-founder of BLKJ, said that the brand and agency chose to feature the Internet famous as opposed to traditional celebrities. She explained that all of the band members are YouTube or Instagram famous in their own right."We took a social-first approach for this campaign. A strategy that we believe reflects shifts in consumer tastes and behaviour. Instead of creating one big film and pulling it down to multiple cutdowns, we created multiple pieces of content that pull up to that big film," she added.Most recently, StarHub launched its #TogetherWeCan campaign in celebration of Singapore’s 53rd birthday. This includes a spot which showcases five inspiring Singaporeans, in a bid to honour the can-do and never-give-up Singapore spirit.Campaign credits:BLKJ Co-founders and creatives: Khalid Osman and Lester Lee Creatives: Sid Lim (creative group head), Michael Chin (senior copywriter), Rachel Chew (senior copywriter), Christine Lim (art director), Cheryl Chu (art director) Account team: Rowena Bhagchandani (CEO and co-founder), Vivien Foo (senior account director), Tan Yan Ting (senior account executive), Sherdale Goh (senior account executive), Kimberly Chen (account executive) Producer: Emily Teng, Hidayah AsariAbundant Productions Main Film Director: Peter Lee Scott Assistant director: Cassandra Boh Senior producer: Yarshini Sivanathan Director of photography: Alan Yap Steadicam operator: Koji Scott Ishida Prop master: Janice Koh First camera assistant: Leslie Tan Second camera assistant: Ivan Chong Sound recordist: James Choong Makeup artist: Karen Lai, Casey Production assistants: Rendy Yao, Clarence Chow, Kenny KoePull-Downs Director: Clovis Producer: Daniel Yusoff Director of Photography: ShahPost-Production Offline editors: Tim, Sihui Chua Online editor: Owen Lim Colorist: RobPrint Photographer: Brendan Zhang Production house: Verb ProductionMusic Composer: Rennie Gomes Audio house: YellowBoxRead also: StarHub rolls out free local data access for SPH mobile apps StarHub CMO Howie Lau heads to IMDA StarHub TV adds seven new channels as it bids Discovery farewell StarHub’s former VP of brand experience Oliver Chong to join Mediacorp CMO Howie Lau and VP of brand experience Oliver Chong exit from StarHub OCBC Bank and StarHub make a move into coalition loyalty

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window