Extra turns Youtube pre-roll ads into competition for rising Aussie stars

Extra has turned pre-roll Youtube ads into a competition to support up and coming Australian musicians.

Extra Support Acts, created by Clemenger BBDO Sydney and in partnership with Mediacom, will see the pre-roll ads before Youtube videos of top Australian talent give exposure to 16 up and coming musicians.

Partnering with artists including 5 Seconds of Summer, Alison Wonderland, The Rubens and 360, Extra Support Acts helps new musicians go view-for-view with Australia’s top talent.

Alison Levins, marketing director at Extra Gum’s, said the brand wanted to support Australia’s grassroots music scene.

“在额外®口香糖,我们专注于帮助给欧斯特ralians the confidence they need to be at their best.

“We can’t wait to introduce the country to the next big acts in the Australian music scene.”

首席创意官本库尔森Clemenger BBDO Sydney, said in a statement: “Turning ads in to a stage for emerging artists seemed like an interesting idea, and fit nicely with Extra’s brand position.”

Roddy Campbell, managing director of new business at Universal Music Australia, said: “We’ve seen all manner of branded music platforms and really feel this will be one of the best – an authentic role for the brand that creates value for consumers and artists alike.

“Our acts have been so passionate about supporting the next generation of talent and I think that shines through in the engaging content we’ve created with them. We can’t wait to see how the journey unfolds!”

Credits:

• Client: EXTRA® Gum
  Senior Brand Manager EXTRA® Gum: Virginia Marsh
  Wrigley Marketing Director: Alison Levins
  Freshening Marketing Manager: Alexandra Hume
• Creative agency: Clemenger BBDO Sydney
  Chief Creative Officer: Ben Coulson and Paul Nagy
  Creative Director: Brendan Willenberg
  Creative team: Willy Maitland and Zander Williment
  Head of Craft: Daniel Mortensen
  Lead digital producer: Claire Bisset
  Head of Creative Technology: Bob Forster
  Head of Account Management: Madeleine Marsh
  Senior Account Director: Hanne Haugen
  Senior Account Director: Emily Taylor-Delplanque
  Senior Account Manager: Katie Scrutton
• Production company: Milkmoney
  Director: Ethan Mclean
  Producer: Emma Whitehouse
  DOP: Don Buppapirak
  Gaffer: Justin Plummer
  Music production: Gareth Plummer
• Media agency: Mediacom
• Talent, music strategy and content: Universal Music Australia and BRING
• Platform partner: YouTube