BRING agency delivers The Sims 4 campaign via a BENEE music video
New Zealand pop artist BENEE has released a music video for her new song ‘Kool’ which doubles as a campaign for the latest edition of Electronic Arts video game The Sims 4.
The campaign was created by Universal Music Australia’s in-house creative agency BRING, in collaboration with EA Games and the studio behind The Sims franchise, Maxis.
BRING and EA Games created a music video campaign for The Sims
BRING worked with the Maxis development team to create a Sims character based on BENEE’s likeness for the music video.
Executive creative director James Griffiths said BENEE’s fan base aligned perfectly with the Gen Z and millennial female audience the game is most popular with.
“BENEE is a huge fan of the game and this exciting idea kick-started a collaborative project that brought gaming and music passion points together. The music video for Koolis a culmination of months of work and truly let BENEE add her own mark to The Sims culture,” he said.
The Kool video was produced by Allan Bibby (Pharrell Williams, Rhianna, Coldplay) and Michelle Walshe, and shows BENEE inhabiting The Sims world, as well as her own.
The music video dropped on Friday and has already seen over 535,000 views. It is the first single from her debut album Hey U X.
EA director of marketing Asia Pacific, Craig Auld, said the project embodies the game’s creative and whimsical nature.
“The Sims is deeply integrated into pop culture, and it’s amazing to see a rising star like BENEE embrace the game’s spirit for her music video,” he said.
“It was great to work with BRINGand Universal Music Australia to bring this project to life.”
The music video is also the first release from BRING’s new initiative; Brand Relevant & Authentic Video Entertainment (B.R.A.V.E.).
BRING general manager Adam Ireland said the purpose of B.R.A.V.E. is to unlock branding opportunities through music videos.
“These creative artist assets drive millions of organic views and in a world of 3-second content reigning supreme, still lead on meaningful engagement,” he said.
“B.R.A.V.E. offers the next frontier of product integration, providing brands the ability to collaborate deeply on a music video with artists we know are popping, or are about to blow up.
“We deploy our global insights around music fans to design highly engaging content and build eco-systems that support the conversion of artist fans to brand fans.”
The Kool music video will be followed by a content roll out through social and digital channels for The Sims 4 over the next month.
Credits
Adam Ireland, General Manager, BRING
James Griffiths, Executive Creative Director, BRING
Brooke Pilton, Music Partnerships Director, BRING
Alexia Tomshin, Producer, BRING
Will Blackburn, Creative, BRING
Video Production: Augusto
Video Director: Alan Bibby & Michelle Walshe
Video Producer: Emily Russell & Brad Harvey
Video Editor: Kat Kasajima
Production Company: Augusto Ltd.
EA Credits
Craig Auld – Head of APAC Games Franchise
Liam McClure – Head of APAC Engagement
Wendy Loo – APAC Campaign Manager
Amanda Seah – JANZ Senior Engagement Manager
Dani O’Sullivan – JANZ Marketing & Communication Manager
Alex Kirk – ANZ Marketing & Communication Manager
Stephanie Leung – PR & Engagement Coordinator
Lachie Burdis – Marketing & Communication Coordinator
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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topics
Benee
Bring
EA Games
Electronic Arts
James Griffiths
The Sims
The Sims 4
Universal Music Australia
