Yellow Tail Canada has released a music video that pieces together clips of consumers playing Yellow Tail wine bottles as instruments.
The video is part of the brand’s holiday campaign, created by TBWA Toronto, which also includes out-of-home creative, online banners, print and point of sale material.
The mashup comes courtesy of Kutiman, an Israeli musician known for ThruYou, a 2009 viral video that mixed together YouTube clips and received over 10 million views.
Denise Cole, art director at TBWA Toronto, said the agency selected Kutiman after seeing his videos online and enlisted him at the campaign’s inception to consult her team on what kind of videos they should ask consumers to submit.
“He seemed like the perfect fit for this,” Cole said. “He’s been making these mashup video collaborations for a while, using videos on YouTube and putting them together to create musical compositions. When we saw the result of what he did with all the clink-clink-clank sounds, we knew we’d made the right choice.”
TBWA has been Yellow Tail’s agency of record in Canada for three years (OMD handles media planning and buying). In the past it created two separate campaigns for spring and holiday seasons. Michelle Spivak, senior copywriter at the agency, explained this year they wanted to stretch the budget and engage with consumers all year.
In the spring, the campaign focused on pushing consumers to submit videos. Throughout the summer brand ambassadors drove a Yellow Tail-branded trailer equipped with a studio across Ontario and asked consumers to create videos on-site.
Kutiman’s video lives on YouTube and a dedicated microsite, WineOrchestra.com, where visitors can also compose their own musical arrangements by mashing up user submissions. (including one from Great Big Sea’s Alan Doyle ).
Spivak said Yellow Tail achieved its goals for the initiative and received more than 400 submissions. Using user-generated content was a way to utilize the brand’s active Facebook fan base and encourage consumer engagement with the brand in a way that fits one of its core ideologies – having fun.
“Yellow Tail have established themselves as being not so stuck on tradition and ritual, like a lot of the wine category is,” added Cole. “Their position is that you can have fun with wine and not have to take it so seriously. ‘Play’ and playing with your wine fits perfectly with that.”
